‘How do you pick yourself?’ Jay-Z once turned down the Super Bowl. Now he’s headlining the show he produces

Jay-Z, the renowned rapper and businessman, will headline the upcoming Apple Music Super Bowl LXI Halftime Show, set to take place at SoFi Stadium in Inglewood, California on February 14, 2027. This announcement comes during halftime of a recent Monday Night Football game between the Dallas Cowboys and Philadelphia Eagles. Jay-Z's Roc Nation has been advising the NFL on halftime performers since 2019, and now, the 56-year-old artist has stepped up to headline the show he produces.

The rapper, who has built his wealth through various ventures including Roc Nation, spirits deals, and venture investments, reflected on his three-decade journey since his debut album, Reasonable Doubt, released in 1996. NFL Commissioner Roger Goodell had long desired Jay-Z to headline the halftime show, requesting that he perform one day "whenever the moment felt right to him."

Roc Nation will executive produce the show with Hamish Hamilton, who directed Beyoncé's 2013 halftime performance, taking the helm. The game will air on ESPN and ABC and stream on Disney+, marking ESPN's first live Super Bowl. Jay-Z's success story is nothing short of remarkable, having achieved a $2.8 billion fortune through Roc Nation, his spirits business, and strategic investments.

This event marks a significant milestone in the rapper's career, as he celebrates three decades since his debut and 25 years since his groundbreaking The Blueprint album. Jay-Z's journey with the NFL is a complex one, characterized by tension and conflict. In 2017, he turned down the Super Bowl LII halftime show during the height of Colin Kaepernick's anthem protests.

However, in 2019, after Roc Nation signed with the NFL, Jay-Z ultimately agreed to headline the show. This decision comes after years of negotiations, and the announcement has sparked mixed reactions online, with many questioning the conflict of interest and whether a 30-year-old catalog would appeal to younger audiences.