Jay-Z Picks Jesse Collins To Executive Produce The 2021 Pepsi Super Bowl LV Halftime Show

Jay-Z and his Roc Nation company signed a “social justice and entertainment” deal with the NFL in August 2019 that included coordinating the production of the halftime show. 

Jay’s first Super Bowl project included Latino superstars Jennifer Lopez and Shakira. There were mixed reviews, but overall the reception was positive. Looking to take the halftime show to a next level, Jigga Man taps veteran live-event producer Jesse Collins to executive produce The Pepsi Super Bowl LV Halftime Show in 2021. 

The gig makes Collins the show’s first-ever Black executive producer.

Collins responded to the appointment, calling it  “an honor to be a part of such an iconic show at such an important time in our history.”

Colin Kaepernick is still unemployed, but systemic change isn’t limited to the football field. Diversifying behind the scenes jobs that have been historically hoarded by white candidates is definitely a step in the right direction and a checkmark in Jay-Z’s social justice box. 

The National Football League, Roc Nation and Pepsi said Tuesday that the Emmy-nominated producer will join longtime award-winning director Hammish Hamilton for the halftime show of the game, which is set to take place Feb. 7 in Tampa, Florida.

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

Collins, founder and CEO of Jesse Collins Entertainment, received an Emmy nomination last year for best variety special (live) as part of the production team for the 61st annual Grammy Awards. His other credits include the CBS special John Lewis: Celebrating A Hero, the BET Awards, the BET Hip-Hop Awards and the Soul Train Awards.

Kudos to Jay-Z for helping to break one of the many glass ceilings for people of color. This is an example of what a Black person can accomplish when they have a seat at the leadership and decision-making table.

Back to top