Jay-Z and his entertainment company Roc Nation have a major say in selecting the Super Bowl halftime show performer every year.
In 2019, the NFL entered a long-term partnership with Jay-Z and Roc Nation to serve as the league’s official Live Music Entertainment Strategists. Roc Nation said in a statement at the time that the partnership aimed to “nurture and strengthen the community through music and the NFL’s Inspire Change initiative.”
As part of the collaboration, Roc Nation was tasked with “spearheading and advising” on artist selection for the Super Bowl, as well as assisting with the production and promotion of new music and culture-focused initiatives.
Jay-Z serves as a primary advisor and co-producer, and has roped in global icons like Rihanna, Usher, and Kendrick Lamar to perform.
In 2022, he orchestrated the historic West Coast tribute featuring Dr. Dre and Snoop Dogg. The selection of Bad Bunny in 2026 signals a massive push toward global and Latino representation.
Jay-Z and the NFL Choosing Bad Bunny Represents a Move for Broader Representation
Bad Bunny’s selection to headline the 2026 Super Bowl LX halftime show marks a major milestone in Jay-Z’s efforts to globalize the NFL’s entertainment brand. Bad Bunny will become the first solo Spanish-language artist to headline the event.
Roc Nation CEO Desiree Perez described Bad Bunny as “the perfect artist” to perform at the Super Bowl halftime show.
“Over the past year, Bad Bunny has dominated the charts and headlined a sold-out global stadium tour,” Perez told Rolling Stone.
However, Bad Bunny’s selection hasn’t been without controversy, with many conservatives arguing it was un-American. This led to the creation of an alternative All-American Halftime Show organised by Turning Point USA and headlined by Kid Rock, a Donald Trump supporter.
Despite this, NFL Commissioner Roger Goodell has stood firmly behind Jay-Z’s selection, calling Bad Bunny one of the greatest global talents of our time.
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