The NFL has partnered with Jay-Z and Roc Nation, according to The New York Times. The fresh team-up will find the NYC native and his record label holding down the role of the National Football League’s brand-new “live music entertainment strategist.”

Specifically, as the title suggests, Hov will consult the league on entertainment in multiple areas – including producing its famed Super Bowl halftime show, which has seen a number of artists turn down the opportunity in recent years. Roc Nation will also be part of the NFL’s social justice campaign by contributing to the league’s Inspire Change initiative.

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“The N.F.L. has a great big platform, and it has to be all-inclusive,” Jay-Z told NYT. “They were willing to do some things, to make some changes, that we can do some good.” The mogul has been critical of the NFL in the past, notably rapping on Everything Is Love single “Apeshit,” “I said no to the Super Bowl/ You need me, I don’t need you.” He has also been an outspoken supporter of Colin Kaepernick in his bout against the NFL.

“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,” NFL commissioner Roger Goodell told NYT. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”

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