The Tremendous Bowl halftime present was at a low level in 2019. Regardless of an unequalled tv viewers, Rihanna, turned down the Nationwide Soccer League’s invitation to carry out, conserving solidarity with Colin Kaepernick, the exiled quarterback who had repeatedly knelt through the nationwide anthem to protest racial injustice.
The pop band Maroon 5 headlined as an alternative, underwhelming almost 100 million tv viewers. Jon Caramanica, a music critic for The New York Instances, known as it “an inessential efficiency” that was “dynamically flat” and “mushy on the edges.”
The N.F.L. was fast to reply, courting Roc Nation, the leisure firm based by the billionaire rapper Jay-Z, in an try to strengthen its music and social justice initiatives. Over the previous six years, Roc Nation has prioritized hip-hop and R&B, bringing rap to the Tremendous Bowl spectacle for the primary time with a celebratory 2022 efficiency by Snoop Dogg, Dr. Dre, Kendrick Lamar, Eminem, Mary J. Blige and 50 Cent. Sunday’s present will function Lamar and the visitor star SZA.
“The N.F.L. wanted to do one thing to liven up what is meant to be their signature occasion, and that was achieved,” mentioned Jemele Hill, a author for The Atlantic who’s producing an ESPN documentary on Kaepernick with the director Spike Lee.
An overdue emphasis on hip-hop and R&B — Usher and the Weeknd have additionally headlined underneath Roc Nation — implies that different genres have been sidelined. Nation music is ascendant culturally however has hardly ever been a part of the Tremendous Bowl; halftime exhibits by Coldplay and Girl Gaga really feel lengthy prior to now.
Nick Holmsten, the previous international head of music at Spotify, mentioned he may foresee a backlash if the highlight didn’t widen. He questioned the knowledge of using one long-term companion that may strategy the duty by means of a slender lens. (Apple Music has partnered with the N.F.L. for the reason that 2023 Tremendous Bowl.)
“There are another candidates which have gained great success within the final yr that might have been an choice,” Holmsten mentioned. He added, “Even when hip-hop for the final decade has taken the entrance place, there are nonetheless loads of genres on this nation which might be huge.”
Thus far, Roc Nation has not introduced an enormous nation star like Carrie Underwood or Morgan Wallen, who may attraction to totally different audiences, to the Tremendous Bowl stage. Shania Twain carried out with No Doubt in 2003, a uncommon presence for nation music.
Roc Nation and the N.F.L. declined to remark to The Instances. However in a current interview with The Instances-Picayune of New Orleans, town internet hosting this yr’s recreation, the chief govt of Roc Nation, Desiree Perez, mentioned she “can’t wait till we get some nation music” and famous that Jay-Z’s spouse, Beyoncé, on her album “Cowboy Carter” had collaborated with Dolly Parton.
“That’s positively one thing we’re engaged on — to make it possible for we’re overlaying every kind of music,” Perez mentioned.
Roger Goodell, the N.F.L.’s commissioner, mentioned in October that its “mutually optimistic” partnership with Roc Nation would proceed.
Deciding on a halftime artist is a fancy equation for the N.F.L., which has plans for worldwide growth and needs to achieve as many demographics as doable.
Early Tremendous Bowl exhibits featured marching bands from traditionally Black faculties and universities, whereas the Nineties was full of superstars like Michael Jackson, Diana Ross and Stevie Surprise. After Justin Timberlake by chance uncovered Janet Jackson’s breast in 2004, the N.F.L. pivoted to traditional rock: Paul McCartney, the Rolling Stones, Prince, Tom Petty, Bruce Springsteen.
Now it’s the Roc Nation period.
Genres are fluid and the nation’s musical tastes shift over time. Final weekend, Lamar received 5 Grammys for his diss observe “Not Like Us,” together with for tune and file of the yr — solely the second time a rap tune received in these classes.
Todd Boyd, a race and popular culture professor on the College of Southern California, mentioned he felt Roc Nation’s choices had been prudent.
“I believe you might be targeted and related and of the second and on the similar time, probably embrace different types,” Boyd mentioned. “Over time, it’ll robotically work itself out.”
Past the controversy over performers, some critics say the N.F.L.’s partnership with Roc Nation has not improved the league’s observe file on social justice.
Three years in the past, a coach sued the N.F.L. for what he calls racially discriminatory hiring practices (it mentioned the claims have been “with out advantage”); the league can also be underneath investigation by attorneys common in New York and California for allegations of office discrimination and pay inequities.
In a 2019 information convention, Jay-Z mentioned he wished to work with the N.F.L. on “actionable gadgets” that went past symbolic demonstrations like kneeling. Roc Nation helps with the N.F.L.’s “Encourage Change” initiative, which donates tens of thousands and thousands to charitable organizations.
“The N.F.L. is more than pleased to throw a test at one thing,” Hill mentioned. “What they wished to cease is the dialog, the sense of accountability.”
The Tremendous Bowl halftime exhibits produced by Roc Nation haven’t been with out controversy. Eminem knelt onstage in what was extensively interpreted as a nod to Kaepernick. And Jennifer Lopez’s supervisor mentioned in a Netflix documentary that N.F.L. officers expressed displeasure with parts of her 2020 present over issues it was making a assertion about immigration insurance policies.
Boyd mentioned musicians repeatedly tackled cultural points of their work, which clashes with the sports activities league’s apolitical goal.
“The N.F.L. isn’t attempting to promote information,” he mentioned. “They only need folks to look at the Tremendous Bowl.”
