Roc Nation, NFL Spark Criticism For Music And Apparel 'Inspire Change' Initiative

As part of its new long-term partnership with the NFL, Jay-Zs entertainment company, Roc Nation, has launched an apparel line and a music project that will support programs under the leagues social justice initiative called Inspire Change. But given the NFLs recent history on the issue, many people are skeptical of the move.

Many high-profile commentators criticized the initiative as hypocritical, accusing the league of blackballing Colin Kaepernick for leading peaceful protests against social justice issues by kneeling during the national anthem at NFL games in 2016.

That same year, Kaepernicks organization Know Your Rights Camp began hosting camps for young people and teaching communities about their legal rights in police encounters. In January 2018, the activist announced he completed his pledge of donating $1 million to organizations helping underserved communities.

He has remained unsigned by an NFL team since he became a free agent after the 2016 season.

Roc Nation said proceeds from the Inspire Change apparel line will support organizations that are focused on the leagues efforts to address social justice issues, such as education and economic empowerment, police and community relations, and criminal justice reform, according to a press release.

Similarly, as part of the related music initiative called Songs of the Season, select artists will create music that will be used in NFL promotions. The songs will debut during an in-game broadcast and will be simultaneously released to all digital streaming platforms worldwide. All proceeds from the songs will go toward Inspire Change.

Carolina Panthers safety Eric Reid, who was the first NFL player to kneel in protest alongside Kaepernick, has been a vocal critic of Roc Nations partnership with the league.

He mocked the new initiative in a Twitter post on Friday.

Lets diffuse the uprising of Black voices demanding justice with concerts to inspire change that have nothing at all to do with real action, he wrote. Its cool because our token black guy set up the concert.

Lets diffuse the uprising of Black voices demanding justice with concerts to inspire change that have nothing at all to do with real action. Its cool because our token black guy set up the concert

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Lets diffuse the uprising of Black voices demanding justice with concerts to inspire change that have nothing at all to do with real action. Its cool because our token black guy set up the concert
Eric Reid (@E_Reid35) August 30, 2019

Kaepernick shared on Twitter Friday a highlighted paragraph from Robert L. Allens 1969 book Black Awakening in Capitalist America that discusses the role of capitalism in the oppression of Black communities.

Reading always gives me clarity, Kaepernick wrote.

He then shared the following quote from the book: What [they] seek is not an end to oppression, but the transfer of the oppressive apparatus into their own hands.

Reading always gives me clarity.

What [they] seek is not an end to oppression, but the transfer of the oppressive apparatus into their own hands.

Robert L. Allen, Black Awakening in Capitalist America (1969) pic.twitter.com/Yztn8pAnUi

Colin Kaepernick (@Kaepernick7) August 30, 2019","type":"rich","meta":{"author":"Colin Kaepernick","author_url":"https://twitter.com/Kaepernick7","cache_age":86400,"description":"Reading always gives me clarity.What [they] seek is not an end to oppression, but the transfer of the oppressive apparatus into their own hands. Robert L. 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Reading always gives me clarity.

What [they] seek is not an end to oppression, but the transfer of the oppressive apparatus into their own hands.

Robert L. Allen, Black Awakening in Capitalist America (1969) pic.twitter.com/Yztn8pAnUi
Colin Kaepernick (@Kaepernick7) August 30, 2019

Artists Meek Mill, Rhapsody and Meghan Trainor have been announced as the first Inspire Change advocates of the 2019 NFL season, Roc Nation stated. They will perform a free concert in Chicagos Grant Park ahead of the NFLs kickoff game featuring the Chicago Bears against the Green Bay Packers on Sept. 5.

Other Twitter users joined Reid in criticizing the recent announcement:

Peak NFL is blackballing someone for speaking up for racial injustice and then turning that shit into a t-shirt. Whew chile, the ghetto.

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Peak NFL is blackballing someone for speaking up for racial injustice and then turning that shit into a t-shirt. Whew chile, the ghetto.
Jemele Hill (@jemelehill) August 30, 2019

How do we stop racism, systematic oppression, and police brutality?Jay-Z and the NFL: Lets sell t-shirts and throw concerts. Thatll really shake up the system.

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How do we stop racism, systematic oppression, and police brutality?Jay-Z and the NFL: Lets sell t-shirts and throw concerts. Thatll really shake up the system.
Chris Williamson (@CWilliamson44) August 30, 2019

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Jay-Z and the NFL are partnering to profit off of social justice clothing.

I remember when Kaepernick donated his sneaker collection to homeless folks all over the Bay Area. I remember when he donated suits to former prisoners at Rikers, so they had clothes for job interviews. pic.twitter.com/TnoVWVIHIS

L E F T, PhD (@LeftSentThis) August 30, 2019","type":"rich","meta":{"author":"L E F T, PhD","author_url":"https://twitter.com/LeftSentThis","cache_age":86400,"description":"Jay-Z and the NFL are partnering to profit off of social justice clothing.I remember when Kaepernick donated his sneaker collection to homeless folks all over the Bay Area. I remember when he donated suits to former prisoners at Rikers, so they had clothes for job interviews. pic.twitter.com/TnoVWVIHIS L E F T, PhD (@LeftSentThis) August 30, 2019\n\n","options":{"_hide_media":{"label":"Hide photos, videos, and cards","value":false}},"provider_name":"Twitter","title":"L E F T, PhD on 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Jay-Z and the NFL are partnering to profit off of social justice clothing.

I remember when Kaepernick donated his sneaker collection to homeless folks all over the Bay Area. I remember when he donated suits to former prisoners at Rikers, so they had clothes for job interviews. pic.twitter.com/TnoVWVIHIS
L E F T, PhD (@LeftSentThis) August 30, 2019

The NFL is now profiting off of what Colin Kaepernick started while simultaneously blackballing him. https://t.co/ma7xOml9B3

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The NFL is now profiting off of what Colin Kaepernick started while simultaneously blackballing him. https://t.co/ma7xOml9B3
Steven Ruiz (@theStevenRuiz) August 30, 2019

The Inspire Change tagline is telling. Jay-Z and the @NFLwith all of its power and billions of dollarsdont seem to want to actually create any social change themselves. They just want to take the cause Kaepernick and others kneeled to illuminate, ban him, and profit. https://t.co/KRUDpPKbYe

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They just want to take the cause Kaepernick and others kneeled to illuminate, ban him, and profit. https://t.co/KRUDpPKbYe Jamil Smith (@JamilSmith) August 30, 2019\n\n","options":{"_hide_media":{"label":"Hide photos, videos, and cards","value":false}},"provider_name":"Twitter","title":"Jamil Smith on 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The Inspire Change tagline is telling. Jay-Z and the @NFL with all of its power and billions of dollarsdont seem to want to actually create any social change themselves. They just want to take the cause Kaepernick and others kneeled to illuminate, ban him, and profit. https://t.co/KRUDpPKbYe
Jamil Smith (@JamilSmith) August 30, 2019

I keep reading the NFL and Jay-Z announcement about their plans for Initiate Change but I struggle to interpret it as anything other than making a soundtrack and selling clothes to fix social injustice. That cant be right, can it? I wanna be wrong, because that plan is weird.

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I keep reading the NFL and Jay-Z announcement about their plans for Initiate Change but I struggle to interpret it as anything other than making a soundtrack and selling clothes to fix social injustice. That cant be right, can it? I wanna be wrong, because that plan is weird.
Dugar, Michael-Shawn (@MikeDugar) August 30, 2019