Why Jay-Z’s Roc Nation Is Behind Picking the Super Bowl Halftime Show Performer

Kendrick Lamar will take the stage this Sunday as the 2025 Apple Music Super Bowl LIX Halftime show performer

Jay-Z; Kendrick Lamar. Photo: Tommaso Boddi/Variety via Getty; Steve Granitz/WireImage

After Lil Wayne expressed disappointment over not being chosen as next year’s Super Bowl halftime show performer in his hometown of New Orleans, questions were raised about how that decision is made.

Super Bowl halftime producer Jesse Collins spoke to Variety in September about the subject matter and explained that Jay-Z makes the final call regarding who takes the stage at the big game, where this year the Philadelphia Eagles will take on the Kansas City Chiefs.

“It’s a decision that Jay makes,” he said. “Since we’ve been onboard with that show, he’s made it every year, and it’s been amazing. He’s always picked right.”

Jay-Z and Roc Nation entered a partnership with the NFL in 2019 that tasked him with being the league’s “live music entertainment strategist” and to assist with social-justice reform initiatives.

On Sept. 7, NFL, Apple Music, Roc Nation and Kendrick Lamar announced that the “Not Like Us” rapper will be performing at the 2025 Apple Music Super Bowl LIX Halftime show on Feb. 9 at the Caesars Superdome in New Orleans.

Lamar, 37, won five Grammys on Sunday, Feb. 2 including song of the year, record of the year and best rap songs. In January, it was announced that SZA will be joining him onstage.

Kendrick Lamar in Miami in July 2022.Jason Koerner/Getty

Speaking to the decision, Collins said Lamar will surely put on a great show.

“We love Wayne,” he said. “There’s always Vegas odds on who’s going to get to perform it. But I think we’re going to do an amazing show with Kendrick, and I think everybody’s going to love the halftime show. I know Kendrick is going to work exceptionally hard to deliver an amazing show.”

After the official announcement, the “Empire State of Mind” rapper, 55, released a statement.

“Kendrick Lamar is truly a once-in-a-generation artist and performer. His deep love for hip-hop and culture informs his artistic vision,” he said.

Jay-Z added, “He has an unparalleled ability to define and influence culture globally. Kendrick’s work transcends music, and his impact will be felt for years to come.”

Lamar was previously tapped as a halftime performer in 2022, joining Mary J. Blige, Snoop Dogg, Eminem and 50 Cent for Dr. Dre’s star-studded performance for Super Bowl LVI.

Lil Wayne in Atlanta in January 2025.Julia Beverly/Getty

Wayne, 42, expressed disappointment over the decision in an Instagram video posted days after the announcement in September.

“First of all, I wanna say forgive me for the delay,” the “How to Love” rapper said. “I had to get strength enough to do this without breaking. I’mma say thank you to every voice, every opinion, all the care, all the love and the support out there. Your words turned into to arms and held me up when I tried to fall back.”

“It hurt a whole lot,” he added. “I blame myself for not being mentally prepared for a letdown and for automatically mentally putting myself in that position like somebody told me that was my position.”

“But I thought there was nothing better than that spot and that stage and that platform in my city, so it hurt,” he continued, later thanking his “f—ing amazing fans” for their support.

Months after Jay-Z’s Roc Nation picked Lamar to headline the Halftime show, in December, a woman alleged that in a civil lawsuit that Jay-Z and Sean “Diddy” Combs sexually assaulted her in 2000 when she was 13 years old.

Jay-Z, whose real name is Shawn Carter, posted a lengthy response on Roc Nation’s X account, denying the allegations and calling them “heinous.” It was ruled later that month that the accuser can remain anonymous.

Days after news broke regarding the lawsuit, NFL Commissioner Roger Goodell said that the allegations wouldn’t affect the NFL’s relationship with Roc Nation.

“We’re aware of the civil allegations and Jay-Z’s really strong response to that,” Goodell following the league’s winter meetings in Texas. “We know the litigation is happening now. From our standpoint, our relationship is not changing with them, including our preparations for the next Super Bowl.”