Tuesday, March 19, 2024

Jay-Z Taps Jesse Collins as First Black Super Bowl Halftime Show Executive Producer

Jesse Collins - twitter
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*Emmy-nominated live event producer Jesse Collins has become the first Black executive producer of the Super Bowl halftime show. 

The NFL, Jay-Z’s RocNation and Pepsi said Tuesday that Collins will join longtime director Hamish Hamilton for the Pepsi Super Bowl LV Halftime Show on Feb. 7 in Tampa Florida, according to The Hollywood Reporter.

“Jesse Collins is innovative, creative and one of the only executive producers that speak fluent ‘artist vision.’ He‘s a true artist,” said RocNation’s Nation chief operating officer Jay-Z. “Jesse’s insight and understanding create both extraordinary shows and true cultural moments. After working with Jesse for so many years, I look forward to all there is to come.”

“It is an honor to be part of such an iconic show at such an important time in our history,” Collins said in a statement, per Variety. “I am grateful to JAY-Z, Desiree Perez, and the entire Roc Nation family and the NFL for granting me this opportunity.”

READ MORE: Jay Z Allegedly Sold Kanye’s Masters to Get His Own Masters Back


In his own statement, Jay-Z praised Collins for being “one of the only executive producers that speak fluent ‘artist vision,’” noting that his “insight and understanding create both extraordinary shows and true cultural moments.” 

Last August, Roc Nation, Jay-Z’s entertainment and sports company, signed a deal with the NFL to consult on the halftime show as their “live music entertainment strategist.” 

This past February, Roc Nation caught major heat over its first Super Bowl halftime show in Miami featuring Jennifer Lopez and Shakira. 

Uncle Luke called on JAY-Z to “fix” the Super Bowl halftime line-up to include performers from Miami. 

“[The NFL is] basically showing that, ‘Aye look, let me go get a token black guy, throw him out there, say we’re dealing with systemic racism and say we’re having him involved with the entertainment,” Luke told TMZ at the time. “It specifically said that JAY-Z would be involved with the systemic racism and the entertainment. Right now, that’s an F.”

Luke also hit up his Instagram to criticize Jay and the NFL for choosing Shakira and Lopez as Super Bowl halftime performers.

“I have a serious problem with the @NFL and the people they pick to perform at the Super Bowl, Uncle Luke captioned a video posted on his Instagram page. “The @NFL has totally disrespected the African American along with Miami entertainment community. Jay-Z this your first job.”

He was referring to Jay’s partnership with the NFL to curate the Super Bowl halftime shows. 

Jay-Z’s appointment of Collins makes him the first-ever Black executive producer of the halftime show.

Collins called it “an honor to be a part of such an iconic show at such an important time in our history.”

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