How Roc Nation transformed the Super Bowl halftime show

Roc Nation’s influence has reshaped the Super Bowl halftime show, prioritizing hip-hop and R&B while sparking debates over diversity in music genres.

Usher performs with Alicia Keys during the Apple Music Super Bowl LVIII Halftime Show at Allegiant Stadium on February 11, 2024, in Las Vegas, Nevada. Photo by Ryan Kang/Getty Images

By Novanka Laras and Sarah Oktaviany

The Super Bowl halftime show, once the pinnacle of entertainment, hit a low point in 2019. Amid controversies surrounding the National Football League’s (NFL) stance on social justice, Rihanna turned down an invitation to perform in solidarity with Colin Kaepernick, the quarterback who knelt during the national anthem to protest racial injustice. Instead, Maroon 5 headlined, delivering what many critics deemed an underwhelming performance.

The response from the NFL was swift. To reinvigorate its signature event, the league turned to Roc Nation, the entertainment company founded by Jay-Z, in hopes of elevating both its music offerings and social justice initiatives. Since 2020, Roc Nation has brought a fresh perspective, prioritizing hip-hop and R&B and introducing rap as a major element of the show.

This shift became evident in 2022 when Roc Nation produced a halftime performance featuring Dr. Dre, Snoop Dogg, Kendrick Lamar, Eminem, Mary J. Blige, and 50 Cent. The performance was widely praised, marking the first time hip-hop took center stage at the Super Bowl. This year’s show will continue that trend, featuring Kendrick Lamar and special guest SZA.

The rise of hip-hop and R&B on the Super Bowl stage

Roc Nation’s influence has reshaped the musical landscape of the Super Bowl halftime show. Before its involvement, the NFL primarily featured classic rock acts, especially after the infamous 2004 wardrobe malfunction involving Janet Jackson and Justin Timberlake. The league’s response was to book rock legends like Paul McCartney, The Rolling Stones, and Bruce Springsteen in the following years, ensuring a more controlled and controversy-free environment.

However, as hip-hop and R&B became dominant forces in popular music, the halftime show needed to evolve. Roc Nation’s partnership with the NFL has introduced a new era, with artists like Usher and The Weeknd headlining in recent years. Jemele Hill, a journalist and producer of an upcoming ESPN documentary on Kaepernick, noted that Roc Nation injected new life into the halftime spectacle, making it more relevant to contemporary audiences.

The absence of country music and other genres

While Roc Nation has successfully integrated hip-hop into the Super Bowl stage, its focus on a narrow range of genres has raised questions about diversity. Country music, despite its growing popularity, has rarely been featured in halftime performances. Artists like Carrie Underwood and Morgan Wallen, both of whom command massive fan bases, have yet to receive a halftime slot. The last significant country performance came in 2003 when Shania Twain shared the stage with No Doubt.

Nick Holmsten, the former global head of music at Spotify, warned that continued exclusion of certain genres could lead to backlash. While hip-hop remains a dominant force, he pointed out that other styles, including country and alternative rock, still have large audiences. Expanding the lineup to include a wider range of artists could help the Super Bowl halftime show appeal to an even broader demographic.

Despite these concerns, Roc Nation has indicated a willingness to diversify its selections. Desiree Perez, the CEO of Roc Nation, acknowledged in a recent interview that country music has been overlooked and hinted that future halftime shows might feature artists from the genre. She pointed to Beyoncé’s latest album, Cowboy Carter, which includes collaborations with country icons like Dolly Parton, as a sign of shifting attitudes.

The NFL’s broader agenda and social justice concerns

Beyond the music, Roc Nation’s partnership with the NFL was intended to address the league’s social justice challenges. Jay-Z himself stated in 2019 that the goal was to move beyond symbolic gestures, such as kneeling during the national anthem, and work on “actionable items.” Roc Nation has played a role in the NFL’s Inspire Change initiative, which has donated tens of millions of dollars to various charities.

However, critics argue that these efforts have done little to improve the NFL’s track record on racial equity. The league remains embroiled in controversies, including an ongoing lawsuit from former coach Brian Flores, who alleges discriminatory hiring practices. Additionally, attorneys general in New York and California are investigating allegations of workplace discrimination within the NFL.

Jemele Hill suggested that while the league is eager to fund social justice initiatives, it is more concerned with controlling the narrative than implementing real change. She noted that the NFL has a history of addressing controversies by issuing donations rather than confronting deeper structural issues.

Halftime shows and political statements

Despite Roc Nation’s efforts to create high-energy performances, Super Bowl halftime shows have not been immune to controversy. In 2022, Eminem took a knee onstage, a gesture widely interpreted as a tribute to Kaepernick’s protest. In 2020, Jennifer Lopez’s performance included imagery that some saw as a statement on U.S. immigration policies, sparking internal concerns within the NFL.

Todd Boyd, a professor specializing in race and pop culture at the University of Southern California, noted that music and politics are often intertwined. While the NFL aims to remain apolitical, artists frequently use their platforms to address societal issues. This tension between entertainment and activism has made the Super Bowl halftime show a focal point for cultural debates.

The future of Super Bowl halftime performances

As the Roc Nation era continues, the direction of future halftime shows remains an open question. While hip-hop and R&B have dominated recent lineups, calls for greater diversity in genre representation are growing. The NFL’s goal is to appeal to as many viewers as possible, balancing its domestic audience with its ambitions for international expansion.

For now, Roc Nation’s approach appears to be working. The performances it has curated have received strong reviews, and hip-hop’s presence on the Super Bowl stage reflects its cultural significance. Whether future halftime shows will incorporate other genres or remain focused on hip-hop remains to be seen.

What is clear, however, is that the halftime show has become more than just a musical event—it is a reflection of America’s shifting cultural landscape and the ongoing conversation about race, representation, and the power of entertainment.

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