Just this week, the news arrived: Grammy award-winning artist The Weeknd is the performer for The Pepsi Super Bowl LV Halftime Show in 2021. To bring the big performance to life on the big day, executive producer Jesse Collins is now calling the shots.

According to the LA Times, Jay-Z’s Roc Nation and Pepsi tapped Collins to produce the forthcoming show, and with this appointment, the EMMY-nominated creator becomes the first Black producer of the Super Bowl Halftime Show.

“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.”

Collins is the CEO of his own entertainment company and has produced plenty of high-profile, star-studded events, including the Grammy Awards, the BET Awards, and CBS’ ”John Lewis: Celebrating a Hero” special.

Collins’ new role is due in part to Roc Nation’s deal with the NFL, which was signed back in August. Under the partnership, Roc Nation will consult on live music entertainment and Inspire Change, an NFL activism campaign.

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


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NFL’s Chief Media and Business Officer, Brian Rolapp, also shared a statement.

“We are excited to have Jesse Collins join with Roc Nation to executive produce the Pepsi Super Bowl LV Halftime Show,” said Rolapp. “We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season.”

The Super Bowl LV Halftime Show will be held at Raymond James Stadium in Tampa, Florida, on Sunday, Feb. 7, 2021.