Jesse Collins, the Super Bowl halftime show producer, recently opened up in an interview with *Variety* about the process behind selecting performers for the iconic halftime event, shedding light on Jay-Z’s significant role in making the final decisions.
Since 2019, when Jay-Z’s entertainment company Roc Nation partnered with the NFL, the rap mogul has been instrumental in shaping the halftime show, one of the most-watched musical performances in the world. Collins, who has worked on some of the most memorable Super Bowl performances, spoke candidly about how Jay-Z has influenced the show and why his choices continue to resonate with audiences worldwide.
According to Collins, “It’s a decision that Jay makes,” revealing the creative autonomy Jay-Z holds when it comes to selecting the headline act. This isn’t surprising given Jay-Z’s status as a global music icon and his deep understanding of the culture, trends, and the power of the Super Bowl stage. For Jay-Z, the halftime show is more than just a performance — it’s a platform to showcase the intersection of music, culture, and sport, bringing together audiences of different backgrounds, ages, and preferences. Collins emphasized that since Roc Nation has been involved with the Super Bowl, Jay-Z has made the final call every year, and the results have been “amazing.”
Jay-Z’s vision for the halftime show is rooted in both artistry and inclusivity, ensuring that each year the chosen performers have broad appeal while also reflecting the shifting dynamics of the entertainment industry. Whether it’s pop, hip-hop, R&B, or rock, Jay-Z’s choices have made the halftime show more diverse and reflective of contemporary music trends. For example, the 2020 Super Bowl featured Shakira and Jennifer Lopez, two Latina superstars who brought a vibrant, culturally rich performance to the stage. In 2022, the show highlighted hip-hop legends like Dr. Dre, Snoop Dogg, Eminem, and Mary J. Blige, celebrating the genre’s influence on American culture. These performances not only entertained but also symbolized how far music has evolved and embraced diversity on one of the world’s biggest stages.
Jesse Collins’ praise of Jay-Z’s decision-making reflects the trust and confidence that the NFL has in his vision. The producer noted that Jay-Z has “always picked right,” and the reception of each performance seems to confirm that statement. From the creative set designs to the performers’ song choices, everything is meticulously curated, ensuring that each halftime show resonates with millions of viewers around the globe. The performances are about more than just entertainment; they are cultural moments, often sparking conversations about representation, artistry, and even social justice.
Jay-Z’s involvement has also added a new level of prestige to the Super Bowl halftime show. His ability to secure top-tier talent and deliver performances that are memorable yet true to the artist’s identity has set a high standard for future shows. With his extensive network in the music industry and deep ties to different genres, Jay-Z’s choices are often unexpected but impactful, ensuring that the Super Bowl halftime show remains a highlight of the sports and entertainment calendar.
Beyond just picking performers, Jay-Z’s role in the halftime show also reflects his broader influence in shaping how the music industry intersects with major cultural events. His choices go beyond booking popular artists — they are about showcasing talent that resonates with a wide range of fans and honors the diverse landscape of modern music. The Super Bowl halftime show has become a platform that reflects Jay-Z’s commitment to pushing boundaries and presenting the best of music in an exciting, creative way.
In conclusion, Jesse Collins’ insights highlight the importance of Jay-Z’s role in shaping the Super Bowl halftime show. By giving him the reins to make key decisions, the NFL has allowed one of the most influential figures in music to curate performances that are culturally relevant, exciting, and memorable. Jay-Z’s ability to “pick right” each year demonstrates his deep understanding of the music industry and his commitment to excellence, ensuring the halftime show remains a global spectacle that celebrates the power of music.
