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Jessie Collins Appointed As First Black Man to Produce the SuperBowl Halftime

The National Football League, RocNation and Pepsi announced that Emmy-nominated producer Jessie Collins will be the executive producer for The Pepsi Super Bowl LV Halftime Show in 2021.

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

With the event set to take place on February 7, in Tampa, Florida, Collins will be the first-ever Black man to produce the halftime show.

"We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season," said Brian Rolapp, chief media and business officer at the NFL.

The founder of Jesse Collins Entertainment, a live-event production company, Collins is known for producing the BET Awards, the BET Hip-Hop Awards, and the Soul Train Awards.

Additionally, he worked on The Bobby Brown Story, Real Husbands of Hollywood and the CBS special John Lewis: Celebrating A Hero,

Collins also received an Emmy nomination last year for the 61st annual Grammy Awards.

His recommendation came from Jay-Z, whose RocNation signed a deal with the NFL last year which included consulting on the production of the halftime show.

"Jesse Collins is innovative, creative and one of the only executive producers that speak fluent 'artist vision.' He‘s a true artist," Jay-Z said. "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."

At this time, no artists have been confirmed to perform during the next year’s halftime show.


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