Veteran live-event producer Jesse Collins has been tapped to executive produce The Pepsi Super Bowl LV Halftime Show next year.
The National Football League, RocNation and Pepsi said Tuesday that the Emmy-nominated producer will join longtime award-winning director Hamish 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.
Jay-Z’s appointment makes Collins the show’s first-ever Black executive producer.
Collins called it “an honor to be a part of such an iconic show at such an important time in our history.”
Jay-Z and his RocNation signed a deal with the NFL in August 2019 that included production of the halftime show. Last year’s generally well-reviewed show featured performers Jennifer Lopez and Shakira.
Said Brian Rolapp, chief media and business officer at the NFL: “We look forward to our fans experiencing a memorable performance as part of the culmination of our 101st season.”
Collins is repped by CAA and Morris Yorn Barnes Levine Krintzman Rubenstein Kohner & Gellman.
This article was originally published by The Hollywood Reporter.