Super Bowl halftime show will feature Black producer for first time with Jesse Collins

Cassandra Negley
·2-min read

The Super Bowl halftime show will have a Black executive producer for the first time in the the event’s 55-year history.

The NFL, Roc Nation and Pepsi have named Jesse Collins, the founder and chief executive of Jesse Collins Entertainment, to the role for Super Bowl LV in Tampa, Florida.

Collins is an Emmy nominated producer who has worked on the Grammy Awards, BET Awards and the CBS special “John Lewis: Celebrating a Hero” that aired in August to honor the congressman after his death.

“It is an honor to be part of such an iconic show at such an important time in our history,” Collins said in a statement, via Sports Business. “I am grateful to Jay-Z, [Roc Nation chief operating officer] Desiree Perez, the entire Roc Nation family, and the NFL for granting me this opportunity.”

Jay-Z’s agency Roc Nation partnered with the NFL in August 2019 and made him co-producer of the worldwide event.

“Jesse Collins is innovative, creative, and one of the only executive producers that speak fluent ‘artist vision,’ ” Jay-Z said in a statement, via Sports Business. “He’s a true artist. Jesse’s insight and understanding create extraordinary shows and true cultural moments. After working with Jesse for so many years, I look forward to all there is come.”

The deal put Jay-Z in charge of managing the entertainment for the NFL. It also ties into the league’s social justice endeavors. The first Roc Nation co-produced Super Bowl show featured Jennifer Lopez and Shakira. It was the first time two Latina women headlined the event.

Super Bowl LV is scheduled for Feb. 7, 202,1 at the Tampa Bay Buccaneers’ Raymond James Stadium. There are no acts booked for the event yet. Florida Gov. Ron DeSantis said they “expect to do a full Super Bowl” with fans in attendance. The Bucs, who did not have fans at their home opener, are doing a “soft opening” this weekend while ramping up to 25 percent capacity in the coming weeks.

Jesse Collins with a microphone and a blue background.
Jesse Collins will be the first Black producer of the Super Bowl halftime show (Leon Bennett/Getty Images for BET )

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