The Secret Power Structure: 5 Entities Who Really Control The Super Bowl Halftime Show

The Super Bowl Halftime Show is arguably the most-watched 13 minutes of television in North America every year, a high-stakes, logistically impossible pop culture spectacle that demands absolute precision. As of the current date, December 11, 2025, the show's control is not held by a single person but by a complex, multi-layered power structure that includes a music mogul, a major sports league, a corporate sponsor, and a dedicated team of elite executive producers.

The question of "who is in charge" has evolved significantly since the NFL partnered with a new creative force in 2019, shifting the show from a simple performance to a highly curated cultural moment. Unpacking this structure reveals the key players who decide on everything from the headliner—like the recently announced Kendrick Lamar for Super Bowl LIX—to the choreography and the massive, split-second stage deployment.

The Power Players: A Hierarchy of Control and Creative Vision

The responsibility for the Super Bowl Halftime Show is divided into three primary tiers: the Creative Authority, the Executive Production Team, and the Governing Body/Sponsor. Each entity has a specific, non-negotiable role in bringing the 1,500-person operation to life.

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1. Roc Nation: The Creative Authority and Talent Gatekeeper

Since 2019, the single most influential entity shaping the Halftime Show’s creative direction has been Roc Nation, the entertainment company founded by Shawn “Jay-Z” Carter. This partnership with the NFL fundamentally changed how the headliner is selected and the show's overall cultural impact is managed.

• Jay-Z's Influence: Roc Nation acts as the strategic entertainment advisor to the NFL. Jay-Z himself is reported to have the final say on who headlines the show, a role that ensures a consistent focus on culturally impactful and diverse artists.
• Talent Curation: The company is responsible for curating the performance, ensuring the show aligns with both the artist's vision and the massive scale of the Super Bowl event. This includes overseeing the selection of supporting acts and the overall musical arrangement.
• Cultural Strategy: The partnership was formed to enhance the NFL's social justice initiatives and community outreach, making Roc Nation's role extend beyond just the music to the broader cultural message of the performance.

2. The Executive Production Team: The Logistics and Execution Masters

While Roc Nation handles the "who" and the "why," the Executive Production Team manages the monumental "how." This group is responsible for the staggering logistical feat of building, performing on, and tearing down a massive stage in under 15 minutes.

Jesse Collins Entertainment (JCE)

Jesse Collins, through his company Jesse Collins Entertainment, holds the critical title of Executive Producer for the Halftime Show, a role he has held since Super Bowl LV (2020). Collins made history as the first Black executive producer of the event. His responsibilities are vast and include:

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• Show Management: Overseeing the entire production timeline, from initial creative meetings to the final broadcast.
• Creative Oversight: Working directly with the headliner (like Usher for Super Bowl LVIII or Kendrick Lamar for LIX) to translate their artistic vision into a stadium-ready, 13-minute performance.
• Logistics Coordination: Managing the complex integration of staging, lighting, sound, pyrotechnics, and the hundreds of volunteer field crew members.

DPS (Diversified Production Services)

DPS is one of the core production companies that provides the technical and logistical backbone for the show. They specialize in large-scale event production, show development, and strategy, ensuring the physical elements of the performance are executed flawlessly.

• Technical Production: Handling the massive technical requirements, including the rapid deployment and removal of the stage and sound system.
• Key Personnel: The team includes numerous specialized roles such as the Technical Director (TD), Lighting Designer (LD) like Al Gurdon, and the House PA Mixer, all of whom are crucial to the live broadcast quality.

3. The NFL and Apple Music: The Governing Body and Title Sponsor

No major event is complete without the ultimate authority and the financial backing. In the case of the Super Bowl Halftime Show, these roles are filled by the NFL and its title sponsor.

The National Football League (NFL)

The NFL, specifically its Chief Media and Business Officer, maintains the ultimate authority over the Super Bowl event. While they delegate the creative and production aspects, they are the final sign-off on the content, ensuring compliance with league standards and broadcast regulations.

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• Financial and Legal Authority: The NFL holds the rights to the event and manages all major contracts, including the partnership with Roc Nation.
• Broadcast Approval: They work closely with the broadcast network (which rotates between CBS, Fox, and NBC) to ensure the show is delivered seamlessly to hundreds of millions of viewers worldwide.

Apple Music (Title Sponsor)

Since Super Bowl LVII, Apple Music has been the official title sponsor, taking over from Pepsi. This sponsorship is a massive financial commitment and gives the company significant branding and promotional rights.

• Branding and Promotion: The show is officially titled "The Apple Music Super Bowl Halftime Show," giving the sponsor a prominent platform.
• Marketing Integration: The sponsor is deeply involved in the pre-show marketing, announcements, and artist interviews, leveraging the performance to promote their music platform and related content.

The Intricate Dance of Halftime Show Production Entities

The success of the Halftime Show hinges on the seamless collaboration between dozens of key entities and individuals. Understanding this network is key to appreciating the complexity of the production.

Key Entities and Individuals Involved:

• NFL Chief Media and Business Officer (Oversees the entire NFL media operation)
• Jay-Z / Roc Nation (Creative Strategy and Headliner Selection)
• Jesse Collins Entertainment (Executive Production)
• DPS (Diversified Production Services) (Technical Production and Strategy)
• Apple Music (Title Sponsor and Marketing Partner)
• The Headlining Artist (e.g., Kendrick Lamar for LIX)
• Tribe, Inc. (Often involved in Production Design)
• Silent House (Creative Direction for past shows)
• Al Gurdon (Lighting Designer for recent shows)
• Ben Green (Technical Director/Video Engineer)
• Aakomon Jones (Choreography/Creative Direction for past shows)
• Broadcast Network (CBS, Fox, or NBC, depending on the year)
• Volunteer Field Crew (The hundreds of people who physically build the stage)
• Music Director (Responsible for the live band and backing tracks)
• FOH Audio Engineer (Manages the sound for the stadium audience)
• Monitor Mixer (Manages the sound for the performers on stage)

In short, while the NFL provides the stage and Roc Nation provides the star, it is the veteran executive producers like Jesse Collins and the technical teams at DPS who are truly "in charge" of the moment-to-moment, high-speed execution that makes the Super Bowl Halftime Show the iconic event it remains today.