Collins has landed a spot as the executive producer of the 2021 Pepsi Super Bowl Halftime Show, making him the first Black person to ever hold the title. He will work alongside award-winning director Hamish Hamilton and JAY-Z’s sports and entertainment company, Roc Nation, who advises the selection of artists on the show and helped put together the halftime performance starring Jennifer Lopez and Shakira back in February.
“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.”
“We are excited to have Jesse Collins join with Roc Nation to executive produce the Pepsi Super Bowl LV Halftime Show,” added NFL Chief Media and Business Officer Brian Rolapp. “We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season.”
Following the news, Collins expressed he’s thankful for this special moment. “It is an honor to be a part of such an iconic show at such an important time in our history,” he said. “I am grateful to JAY-Z, Desiree Perez, the entire Roc Nation family and the NFL for granting me this opportunity.”
Collins is founder and CEO of the Jesse Collins Entertainment production company. Over the years, he’s worked on the BET Awards, the BET Hip-Hop Awards, the Soul Train Awards, “The Bobby Brown Story” and most recently, the CBS special “John Lewis: Celebrating A Hero.” His work as a producer for the 61st Grammy Awards earned him an Emmy nomination last year.
The 2021 Super Bowl halftime show will be taking place in Tampa, Florida on February 7, 2021.