Back in 2019, Jay-Z's company "Roc Nation" signed a deal with the NFL to curate its halftime shows. Jay-Z's aim was to introduce hip-hop and rap to the masses via America's largest sporting event, and the NFL wanted to prove it's all about racial diversity and inclusion.
But wait....there's more!
More than that, it has to be understood that the goal of the Super Bowl halftime show isn't to appeal to the largest amount of fans, at least not anymore. Entertaining the country is actually a secondary, if not tertiary, objective at this point. The real goal is to maintain the attention of younger generations, who will go and stream the music they heard and see what everyone is talking about. This means the streaming services, such as Apple Music (which is a halftime show sponsor), get to watch as people flood their music service, resulting in money.
So....thanks, NFL, you douchenozzles.