How the World Series played a role in NFL and Roc Nation’s Super Bowl partnership

If there were any questions why Jay-Z picked Kendrick Lamar to perform the Super Bowl LIX halftime show February in New Orleans, a listen inside the Los Angeles Dodgers’ clubhouse after they won the World Series answered them.

Lamar’s hit song “Not Like Us” played loudly. It’s become a theme for the team’s march to the championship. Arguably no rap song has become so entrenched in sports celebrations since DJ Khaled’s “All I Do Is Win” in 2010.

The Dodgers pop the champagne and immediately start celebrating to Not Like Us 😂😂😂

It’s become the theme song for their World Series path to victory pic.twitter.com/1OLLJ492DK

— Joey (@gothamhiphop) October 31, 2024

One of the reasons the NFL partnered with Jay-Z (real name Shawn Carter) and his Roc Nation brand as the league’s live music entertainment strategists in 2019 was the belief that his pulse on culture would infuse new energy into Super Bowl halftime performances. That’s been true thus far, with Roc Nation and the NFL agreeing to extend their partnership in October, a partnership that includes Roc Nation’s involvement in the NFL’s social justice causes.

Roc Nation collaborates with the NFL and Apple Music on selecting the halftime artists.

Jay-Z now has one of the most important jobs involving the Super Bowl — selecting the halftime performer. Factors such as the location of the Super Bowl, cultural momentum and artist relevance are at play. Many artists hope to be considered. Only a few have been chosen. Selecting Lamar, in the eyes of many, was an easy choice, as he’s having a huge 2024. “Not Like Us” is proof.

Who isn’t selected for Super Bowl halftime performances can garner just as much attention. That continues to be a topic of conversation since the announcement of Lamar headlining the halftime show in September. New Orleans native Lil Wayne has expressed his disappointment over not being selected. Some have questioned why a well-known local artist wasn’t chosen as the halftime feature, but others have recognized Lamar’s staying power.

New Orleans rapper Juvenile, a former labelmate of Wayne’s (they were a part of the group Hot Boys in years past), recently said he wasn’t against Lamar performing and would join Lamar on stage if offered an invitation, he understood Wayne’s frustration. Rihanna, who performed at halftime of Super Bowl LVII in 2023, said Lamar would “crush” the performance. Additionally, rap legend and Rock and Roll Hall of Famer LL Cool J said that Wayne’s time “would come,” but Lamar was a good choice for the upcoming Super Bowl.

The multiple discussions for a show scheduled three months away are a reminder of how impactful the halftime performance is. It also is a reminder of how the Roc Nation partnership has benefited the NFL.

“I’m not surprised, but I’m happy that it’s not what it was five years ago, when nobody wanted to touch it,” Roc Nation CEO Desiree Perez said. “I am content, satisfied that everyone wants to perform and that there’s a debate of who it should be instead of no one wants to perform.”

Lamar’s inclusion has fueled speculation about guest performances from musical artists and marching bands that have played “Not Like Us” this fall. Jackson State’s marching band performed with Usher during this past year’s halftime show.

Alabama State marching band director Dr. James B. Oliver wants his Mighty Marching Hornets to have the opportunity to be on stage with Lamar in New Orleans. He said he’s reached out to connections in the music industry in an effort to make that happen.

“Our arrangement would be the arrangement he would choose, because it’s just like how he wrote it,” Oliver said.

Five years ago, the NFL-Roc Nation partnership was met with skepticism. There were musical acts who did not want to participate in the Super Bowl halftime show in the aftermath of Colin Kaepernick and other players taking a knee in protest during the national anthem to bring attention to social justice issues in 2016. Kaepernick, who led the the San Francisco 49ers to a Super Bowl XLVII appearance, was out of the NFL after the 2016 season.

One of those who chose against participating in Super Bowls then was Jay-Z. He wore a No. 7 jersey with “Colin K.” on the back during a 2017 performance on “Saturday Night Live.” Rihanna, at the time, also said she wouldn’t perform in support of Kaepernick.

But in August 2019, Jay-Z and Roc Nation collaborated with the NFL in an effort to work on social justice projects, in addition to selecting acts and producing the Super Bowl halftime show. Since then, the halftime show has become one of the biggest talking points of the NFL season. Additionally, the NFL has put noticeable time and money into social justice causes, including messages and programs across the country.

Highlighted artists after 2019 include Jennifer Lopez and Shakira (2020); The Weeknd (2021) Dr. Dre, Snoop Dogg, Mary J. Blige, Eminem, Kendrick Lamar and 50 Cent (2022); Rihanna (2023) and Usher (2024). The 2022 and 2023 shows won multiple Emmys.

“Jay makes the decision, but we definitely discuss it with the NFL, and, of course, they can push back,” Perez said.

Lamar’s announcement as the featured performer for February was covered like a major news event. The announcement has become a show. Lamar’s video, in front of an American flag — evoking scenes from the 1970 film “Patton,” which won an Academy Award for Best Picture — was just as topical as the announcement.

KENDRICK LAMAR

SUPER BOWL LIX HALFTIME SHOW

🚨FEBURARY 9TH, 2025🚨 pic.twitter.com/NqmoKPnOcu

— NFR Podcast (@nfr_podcast) September 8, 2024

“Not Like Us” and “Like That” are among Lamar’s chart-topping hits this year. His intense rap battle with Drake led to the hit songs, as well as the successful “The Pop Out: Ken & Friends” concert that aired on Prime Video on Juneteenth, gave him plenty of momentum.

NFL executive vice president and chief administrative officer Dasha Smith said Roc Nation is “meticulous” in the process of selecting performers, which starts immediately after the Super Bowl. Roc Nation invests time in how the announcement will be made, the campaign leading up to the show and all other aspects of the performance like any other concert. They also focus on what is culturally relevant at the present time and which artists would attract different audiences.

“I think the numbers have spoken for themselves,” Smith said of the halftime show. “(With) 200 million people watching, it really has become an event. It’s always been a widely watched program in addition to the Super Bowl, but I think Roc Nation is just taking it to the next level with not just the artists’ selection, but really the production of the halftime show.”

Three months before Super Bowl LIX, the anticipation of an electric Lamar show is high. Even during and after the World Series, Lamar is prominent musically. And with unreleased music being used by F1 racing and the NBA, the buzz around his show in February only figures to grow.

(Top photos: Jonathan Bachman and Cooper Neill / Getty Images)