The NFL, Roc Nation and Pepsi named Collins as Executive Producer for the Super Bowl LV Halftime Show.
The Super Bowl Halftime Show has finally hired its first Black executive producer. The NFL, along with partners Roc Nation and Pepsi, announced this week that Emmy nominated producer Jesse Collins has been tapped to run the 2021 halftime event.
Collins has previously worked on the Grammy Awards, BET Awards, and the CBS special “John Lewis: Celebrating a Hero”, which aired following the late congressman and civil rights hero’s death.
“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. “I am grateful to Jay-Z, [Roc Nation chief operating officer] Desiree Perez, the entire Roc Nation family, and the NFL for granting me this opportunity.”
Jay-Z’s agency Roc Nation controversially partnered with the NFL in 2019, putting the legendary rapper in charge of music and entertainment in the NFL. The first Roc Nation co-sponsored Super Bowl featured Jennifer Lopez and Shakira, the first Latina women to ever headline the event.
“Jesse Collins is innovative, creative, and one of the only executive producers that speak fluent ‘artist vision,’” said Jay-Z. “He’s a true artist. Jesse’s insight and understanding create extraordinary shows and true cultural moments. After working with Jesse for so many years, I look forward to all there is come.”
“We are excited to have Jesse Collins join with Roc Nation to executive produce the Pepsi Super Bowl LV Halftime Show,” said Brian Rolapp, Chief Media and Business Officer, NFL. “We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season.”
The performers have not yet been announced. Last year many artists, including Cardi B, passed on the show due to the NFL’s treatment of Colin Kaepernick and their perceived neglect to stand up against racial inequality.