Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

Partnering with Jay-Z's firm would help give the National Football League more credibility while tapping the knowledge of a wide-ranging entertainment company with its finger on the pulse of the younger, urban audience. As part of the deal, Jay-Z's entertainment company will become the NFL's "live music entertainment strategist", reports ESPN and The New York Times.

As for the Inspire Change initiative.it was created earlier this year to "create positive change in communities across the country". It also represents an effort to quiet the long-running controversy over its handling of players kneeling or sitting during the national anthem - most notably by Colin Kaepernick, the former San Francisco 49ers quarterback - and to form a bond with its most vigilant and influential critics.

According to Jason Reid of The Undefeated, Shawn "Jay-Z" Carter's entertainment company, Roc Nation, has agreed to "lead the league's endeavors in music and entertainment".

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The N.F.L.is keen to portray the Roc Nation deal as a way to bring more high-profile entertainers to its events. For Inspire Change to succeed, it must have strong roots within the communities that are most affected by the issues the players want addressed: criminal justice reform; relationships with police; economic growth opportunities; and educational progress. "Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas - instead, we unify them".

Roc Nation Sports is home to athletes including Saquon Barkley, who was the No. 2 pick in the 2018 NFL Draft by the New York Giants. "This partnership is an opportunity to strengthen the fabric of communities across America".

Jay-Z himself dedicated a song to Kaepernick during a headlining festival set in 2017 and wore a makeshift "Colin K" jersey on SNL a month later. "We are thrilled to partner with Roc Nation and look forward to making a difference in our communities together". How that plays out on both the entertainment and social initiatives fronts figures to be newsworthy.

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