Jay-Z Partners with NFL As Social Justice and Music Strategist

Jay-Z is an esteemed rapper, entrepreneur and billionaire, and now he’s adding a new title to his crowded resume — “live music entertainment strategist” for the National Football League. The musician mogul’s Roc Nation will team up with the NFL to “enhance the NFL’s live game experiences and social justice efforts,” according to a statement released on Tuesday.

Roc Nation will now act as an advisor regarding NFL performances, such as the Super Bowl, as well as work with the Inspire Change, which aims to create “positive change in communities across the country.” As the statement notes, “Through this initiative, NFL teams and the league office work with the Players Coalition and other NFL players to support programs and initiatives that reduce barriers to opportunity, with a focus on three priority areas: education and economic advancement; police and community relations; and criminal justice reform.”

Jay-Z said of the news, “With its global reach, the National Football League has the platform and opportunity to inspire change across the country. Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas — instead, we unify them. This partnership is an opportunity to strengthen the fabric of communities across America."

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While discussing the initiative at a press conference Wednesday, NFL commissioner Roger Goddell and Jay addressed questions regarding if Colin Kaepernick had any potential involvement in the partnership. Jay has remarked, via Variety, “I think that we forget that Colin’s whole thing was to bring attention to social injustice so in that case this is a success — this is the next thing. There’s two parts of protest: the protest, and then there’s a company or individual saying ‘I hear you, what do we do next?’ For me it’s about actionable items, what are we gonna do about it?”

“I support any protest that’s effective,” he added “I’m into action, I’m into real work — I’m not into how it looks from the outside. If protesting on the field is the most effective way, then protest on the field. But if you have a vehicle that can inspire change and speak to the masses at the same time, it’s hard to steal the narrative away.”

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