Kid Rock Calls 25-Time Grammy Winner JAY-Z a 'DEI Hire' as Super Bowl Halftime Show Debate Drags on
JAY-Z, a 25-time Grammy winner who has been crowned as the best rapper of all time and is a 2021 Rock and Roll Hall of Fame inductee, is a "DEI hire" in the eyes of Kid Rock, who is still fuming over Bad Bunny's Super Bowl LX Halftime Show performance.
The polarizing rock figure made the claim during a Fox News interview in which he said the NFL caved to its commitment to diversity, equity, and inclusion (DEI) initiatives by hiring JAY-Z and his entertainment company, Roc Nation, in 2019 to oversee production of the highly coveted Super Bowl Halftime Show.
"So, it goes like, 'Well, maybe JAY-Z'll do it,''" Kid Rock claimed. "Which, nothing against JAY-Z. I respect him for his hustle and his music, but it seems like there's a little bit of a DEI hire there going on."
Kid Rock's claim comes after he headlined Turning Point USA's "alternative" halftime show, which streamed on YouTube. He added that "Black guys love JAY-Z" and that's why the NFL partnered with him.
"I'm not that ignorant, I know a lot of us love JAY-Z, not just Black guys," he continued. "But in the league where you have this problem, it seemed like, 'Oh, we'll bring him in.'"
Kid Rock: Nothing against Jay-Z… But it seems like there's a little bit of a DEI hire there going on. pic.twitter.com/E4VFvkHmkq
— Acyn (@Acyn) February 10, 2026
Everyone JAY-Z Has Picked to Perform the Halftime Show Since 2020
Since the NFL tapped JAY-Z to be the ultimate decision maker on who gets the honor of performing at the Super Bowl, he has selected Shakira and Jennifer Lopez (featuring Bad Bunny, J Balvin, and Emme Muniz) in 2020 at Hard Rock Stadium in Miami, The Weeknd in 2021 at Raymond James Stadium in Tampa, Florida, Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, and Mary J. Blige (featuring 50 Cent and Anderson .Paak) in 2022 at SoFi Stadium in Los Angeles, Rihanna in 2023 at State Farm Stadium in Phoenix, Usher in 2024 at Allegiant Stadium in Las Vegas, and Kendrick Lamar (featuring SZA) in 2025 at Caesars Superdome in New Orleans.
So far, Turning Point's "alternative" show has drawn more than 21 million YouTube viewers, while Bad Bunny's performance has more than 57 million on the same platform.
Nielsen's ratings have not yet officially been released as of this article's publication.
JAY-Z's Unparalleled Credentials
To call JAY-Z a "DEI hire" runs counter to his legendary resume, which includes being the first rapper inducted into the Songwriters Hall of Fame.
The former Def Jam Records president launched Rihanna's career, has sold over 140 million records, and is the richest musician ever, with a net worth reportedly at more than $2 billion.
JAY-Z and Kid Rock have history. They performed at the 2004 BET Awards after JAY-Z invited Kid Rock to perform "99 Problems" with him. During that performance, it appears Kid Rock forgot the lyrics, prompting JAY-Z to take over. At his Turning Point performance, Kid Rock was seemingly caught lip syncing, a charge he denied in subsequent interviews.