By: Chuck "Jigsaw" Creekmur (@ChuckCreekmur)
(AllHipHop News) Jay Z’s Roc Nation unveiled details of a large scale social justice partnership with the National Football League today (August 14).
Jay told AllHipHop.com he has major plans for the NFL and its "Inspire Change" initiative.
"It's not just our platform, we're plugging in anyone who wants to be involved," Jay Z told AllHipHop.com. "Say I'm Chance the Rapper and I feel like I want to create jobs in Chicago. We're going to support that initiative. It could be any initiative, social injustice, anything that's happening in the country, we can plug into it."
The last two years have seen the NFL with declining viewership and besieged with controversy with many boycotting the league altogether.
Jay-Z infamously dissed the NFL on "APESH*T" and he turned down an opportunity to play the coveted Super Bowl last year, so Travis Scott and Big Boi of OutKast filled in.
And, while the league settled a legal dispute with Colin Kaepernick, the quarterback has not been picked up by a team, fueling allegations of continued league-wide black-balling.
"The first thing I said to Roger was if this thing is about my performing in the Super Bowl, we can end that conversation now because it has to be a bigger platform than that," Jay Z said.
The partnership took about seven months to come to fruition, thanks in part to New England Patriots' owner, Robert Kraft, who helped Roger Goodell get at Jay, and joined the trio at their first meeting.
"I would tell you that it was a lot of very frank conversations. We talked about a lot of the issues," Roger Godell said. "We also talked about what we could actually do, in bringing football and music and entertainment together. And then having an impact in our community is something we both wanted to do."
The rap mogul, whose wife Beyonce headlined the Super Bowl in 2013 and once again in 2016, will also act as the NFL's new "live music entertainment strategist" under the new partnership.
"I think we're past kneeling- I think we're on to actionable items. I'm not minimizing that part of it. We all know what's going on now what are we gonna do?" Jay Z said.
Jay and Roc Nation will consult for the NFL on entertainment and co-produce the Super Bowl half-time show while guiding the "Inspire Change" initiative.
"With everything that's going on the country, private citizens are the one that's going to have to push things forward, working together. Like we do a reform...We're not relying on the government to do it," Jay Z said.
Jay's Roc Nation Sports represents a host of athletes, entertainers, and NFL stars, including Dez Bryant, Joe Jackson, Victor Cruz and Saquon Barkley.