When thinking of the Super Bowl, two things come to mind: the game and the halftime show. Over the years, the performance for Super Bowl halftime has grown to be a must-see cultural event for the millions of viewers who keep track across the globe. However, few know there’s one man who quietly pulls strings from behind the scenes: Jay-Z.
Since the foundation of his partnership with the NFL through Roc Nation in 2019, Jay-Z has been an avid driver in the selection and shaping of the annual halftime show, laying concrete evidence as to why he is indeed the mastermind behind some of its unforgettable performances. Jay-Z’s influence for revolutionizing the Super Bowl halftime show came at a time when it was in dire need of a different school of thought.
The show had been criticized in years leading up to his involvement for being out of touch and not reflecting the diversity that one would see day in and day out. What the NFL wanted was an event that would be more inclusive, more relevant-a reflection of modern music. And that’s when they turned to Jay-Z: his track record as a visionary in the music business made him the perfect candidate to shake things up.
One of the longtime producers of the Super Bowl halftime show, Jesse Collins, let Variety know that Jay-Z has been at the heart of every decision. “Since we’ve been on board with that show, he’s been there every year, and it’s been amazing. He’s always picked right!” he exclaimed about how Jay-Z elevated the whole quality and cultural relevance of the show to connect with a greater and more eclectic audience.
Everything Jay-Z does has one crucial ingredient: cultural relevance. He knows the halftime show isn’t about entertaining a mass for 12 to 15 minutes; it’s to send a message, accurately mirror the trends, and give voices to them. Jay-Z has made sure the artists he picks out are nothing but A performers and that those mean something on stage.
Based on this, his decisions are more often than not based upon artistic expression, authenticity, and the ability to resonate with the audience on a deeper level.
Under his lead, the Super Bowl has put on performances resonating across almost incomparable generations and backgrounds, from Jennifer Lopez and Shakira’s 2020 performance, celebrating Latin culture, to the iconic lineup in 2022 featuring Dr. Dre, Eminem, Mary J. Blige, and Kendrick Lamar-a tribute to hip-hop’s lasting impact on American culture.
Jay-Z’s choices seem reflective in potent measures of representation and inclusivity. But perhaps most to the point of Jay-Z’s vision for the halftime show is Kendrick Lamar. In choosing Lamar, an artist with incisive lyrics and a penchant for addressing deeper social issues, Jay-Z had one clear message: the Super Bowl halftime show isn’t just about spectacle; it’s about artistry with a purpose.
despite his critical role, Jay-Z himself has never performed during the Super Bowl halftime show. Though many speculated otherwise among fans, Jay-Z has made it pretty clear he will stay behind the scenes, more interested in curating the show than headlining it. This seems to reflect his cited desire to shape the future of the event from one of strategy rather than stealing the spotlight.His decision-making, however, hasn’t always been free from criticism.
Recently, some backlash is going on regarding his choice of Kendrick Lamar as the headliner for the 2025 Super Bowl, particularly from fellow artists Nicki Minaj and Birdman. They expressed disappointment that Lil Wayne, born in New Orleans and a colossus in the hip-hop world, was overlooked, mainly because the occasion is supposed to take place in his hometown.
Minaj voiced her opinion publicly, suggesting that Lil Wayne deserved the spotlight. This sparked debate within the hip-hop community about representation and the pressures of balancing diverse opinions and expectations.
Besides this, designing the Super Bowl halftime show is an equally difficult task. First of all, the pressure of choosing the right performer is immense, because every single decision is under the scrutiny of fans, fellow artists, and the media.
Jay-Z’s role is more than just picking out the biggest stars in music, but finding a delicate balance between artistic expression, entertainment, and cultural relevance. His picks should appeal to an international audience while trying to live up to the peculiar energy of the Super Bowl event. But through it all, including the many conflicts and occasional controversies, Jay-Z has managed to deliver performances that never carry a single smudge.
Whether in the very thoughtfully crafted lineups or the daring choices that get people talking, he turned this Super Bowl halftime show into so much more than an on-field musical performance; it’s a cultural statement. In any case, Jay-Z is sure to continue giving his mark to this staple event, as the buzz for the 2025 Super Bowl halftime show has already begun.
For now, the moment of truth is going to be what he does next, especially with means such as platforms led by artists like Kendrick Lamar. Will he add more surprises, collaborations, or guest appearances? Only time will tell.