New York Jets Announce Partnership With Def Jam Recordings
— New York Jets (@nyjets) August 21, 2018
The Jets and Def Jam will team up on exclusive content series for fans including legendary artists and athletes during the upcoming season.
Earlier this week, the Jets announced a new partnership with Def Jam Recordings. The deal between the two iconic New York brands marks a collaboration that bridges music, content and in-game experience.
A statement from Def Jam noted “the key role that music plays within the NFL and Def Jam’s commitment and passion for hip-hop culture,” as the driving force between the partnership.
It’s a interesting partnership, given the issues black athletes and fans have had with the NFL amidst national anthem kneeling protests galvanized by Colin Kaepernick in 2016.
As part of the new partnership, Def Jam will create a Jets Anthem for home games played at MetLife Stadium. The custom track will be part of the pregame ritual as the team takes the field.
A video content series will feature the interaction between Def Jam artists and Jets athletes— the first of which takes a look at second-year safeties Jamal Adams and Marcus Maye’s visit to Jadakiss’ studio in Yonkers.
“Def Jam Recordings is a vital part of the cultural fabric of New York City,” said Scott Greer, Executive Vice President, Marketing & Commerce, Def Jam Recordings. He described the initiative as “a great way for Def Jam to bring fans of the Jets and hip-hop together and broaden the reach for our artists.”
Perhaps this is the NL’s attempt to re-connect with black fans.