Jay-Z is joining forces with the NFL to advise the league on its music selection and its social activism program.
The rapper’s Roc Nation entertainment company will reportedly be working closely the NFL’s Inspire Change initiative.
The initiative focuses on education and economic advancement, police and community relations, and criminal justice reform.
Additionally, the partnership will have Roc Nation assist in the league’s key events like the Super Bowl halftime show.
Roc Nation will also take part in creating podcasts, visual albums, and organizing separate events and concerts, according to ESPN.
In the past, Jay-Z has been critical of the NFL and its handling of peaceful protests from various players including Colin Kaepernick.
However, he seems to have had a change of heart.
“The NFL has a great big platform, and it has to be all-inclusive,” Jay-Z told The Times. “They were willing to do some things, to make some changes, that we can do some good.”
Colin Kaepernick rose to fame in 2016 for taking a knee during the national anthem in protest of police brutality.
Kaepernick inspired other players in the league to participate in the protest, which became a national movement and brought controversy to the NFL.
The Inspire Change initiative was reportedly formed as a way for the league to promote positive social Change following an agreement with players who protested the national anthem.
NFL owners agreed to give nearly 90-million-dollars over six years to causes players were supporting.
“We don’t want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better,” NFL commissioner, Roger Goodell told ESPN. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”