How Jay-Z’s Roc Nation Made the Super Bowl Halftime Show Cool Again

[{"selector":"#anim-f97fe6ff-72c2-4017-95c2-f21b80ab657d [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-21.65697657220168%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] A partnership that revived the iconic Super Bowl halftime show

[{"selector":"#anim-49a81ba5-b628-4f33-8c54-b9908e3ef2b4 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-13.038428829772672%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] The halftime show began with jazz in 1967. Fast forward, and now Kendrick Lamar

[{"selector":"#anim-45d581ba-0d5d-4e9a-ae14-854a3b6ed821 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-12.23776200862244%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Jay-Z’s Roc Nation took the reins in 2019, injecting new life into the show

[{"selector":"#anim-0150664f-13c2-4a7b-ab2b-1d2ad91180fe [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-25.306372399179626%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] From Hits to Misses: The Halftime Show’s Unpredictable Legacy

[{"selector":"#anim-16bd0f5a-658e-454f-bcfc-2591e4e8f38d [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-20.399589984320276%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Super Bowl halftime shows have been hit or miss over the years

[{"selector":"#anim-17ac0d44-ac9d-4a60-8da1-cb96bba3fc57 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-23.350947360160472%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Jay-Z's influence has helped ensure a more exciting and culturally relevant show.

[{"selector":"#anim-b769a116-163c-4293-bf5f-7df2c5ac4f2f [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-25.293508137374786%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Roc Nation’s creative direction has ushered in some of the biggest stars in music

[{"selector":"#anim-88116ce5-6e38-4f89-9a8d-c0d6450935d1 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-23.42841553643909%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] Kendrick Lamar’s performance will highlight the incredible shift in musical acts featured at the Super Bowl.

[{"selector":"#anim-83e12955-fef0-4799-8523-13e555458b2d [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-22.309027609750032%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] The show has evolved from a local spectacle to a global one, with Roc Nation’s star power amplifying the reach.

[{"selector":"#anim-7ffdfb35-9a19-403e-95fb-35c2323a1f16 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-22.782257899359923%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] How Roc Nation Shaped the Music Industry’s Biggest Stage

[{"selector":"#anim-a6b04b74-c896-4c7c-8654-cc86aa58af47 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-13.038428829772672%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] With Kendrick Lamar headlining this year, the bar is set high.