Jay-Z's Roc Nation, NFL enter multiyear partnership

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Eric Reid called out the NFL on Twitter over the league's partnership with Jay-Z.

Music icon JAY-Z just did the unthinkable.

The league not only will use Jay-Z's Roc Nation to consult on its entertainment presentations, including the Super Bowl halftime show, but will work with the rapper and entrepreneur's company to "strengthen community through music and the NFL's Inspire Change initiative". Kaepernick has not played since that season.

Likewise, NFL commissioner Roger Goodell is excited about the possibilities. Most notably during that period was then-San Francisco 49ers quarterback Colin Kaepernick taking a knee during the USA national anthem. "They were willing to do some things, to make some changes, that we can do some good".

While the partnership gives Jay-Z a role in selecting and producing the country's most-watched music performance - the 12-minute Super Bowl halftime show is seen by more than 100 million people each year - it also brings the risk of being seen as co-opted and neutralized by an organization he once criticized. Roc Nation will also become involved with the league's activism campaign, Inspire Change.

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For years, Jay-Z was critical of the NFL's handling of peaceful protests from various players like Colin Kaepernick, who chose to kneel during the national anthem to bring attention to various forms of police brutality. In an interview with The Washington Post, he admitted "of course" he had some reservations about partnering with the league at a time when quarterback Colin Kaepernick is still out of a job.

Roc Nation will advise on the selection of artists for events such as the Super Bowl.

Partnering with Roc Nation would help give the National Football League more credibility with a younger, urban audience.

"We don't want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better", Goodell told the New York Times on Monday.

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