NFL and Jay-Z Partner on Music and Social Justice Campaign

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Krista Kennell /

The National Football League (NFL) and rapper and business mogul Jay-Z are joining forces in a new deal that names the rapper’s Roc Nation the league’s “live music entertainment strategist.” Jay-Z, through Roc Nation, will consult on entertainment and help with the league’s activism campaign, Inspire Change.

Roc Nation will advise the NFL on entertainment events, including the Super Bowl, as part of the long-term deal. The firm will also collaborate with artists not on its roster to create and distribute music across several music and streaming services as well as consult on the production, promotion, and marketing of live music events.

Some plans for the collaboration include hosting a Pro Bowl community concert, producing original music and artists podcast, and releasing a live visual album. Jay-Z, who has declined to perform at the Super Bowl in the past, will not be required to do…

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