(Bloomberg) -- The first Super Bowl halftime show in 1967 featured jazz trumpeter Al Hirt and a pair of student marching bands. This year, Kendrick Lamar, the hottest rapper on the planet, will ...

That led the NFL to strike a deal with Roc Nation, an entertainment company founded by Shawn “Jay-Z” Carter, to revitalize the halftime show of the most-watched U.S. sporting event.