Eminem and Detroit Lions to create Thanksgiving halftime shows
The Detroit Lions are refreshing one of their most beloved traditions. Their annual Thanksgiving halftime show is getting a major boost from two hometown heavyweights: Eminem and Paul Rosenberg, the co-founder of Shady Records. The iconic duo will help select talent and guide the show’s creative direction through 2027.
This move is more than celebrity flash. It taps into the deep connection between Detroit culture, music, and sports. And it places fans—local and nationwide—at the center of a richer, more electric holiday experience.
Eminem and Rosenberg aren’t stepping into unfamiliar territory. They’ve shaped some of the most memorable moments in music over the last two decades. Their involvement brings credibility, excitement, and a sense of authenticity fans often crave from major televised performances.
Detroit’s Thanksgiving game has always been a staple of the NFL calendar. Now, the halftime show is poised to become just as anticipated.
A Collaboration Rooted in Detroit Pride
Paul Rosenberg captured the excitement surrounding the announcement in a statement shared via ESPN. He called it “an honor” to join forces with the Lions and contribute to “the greatest tradition in Detroit sports.”
His message reflects the emotional heartbeat of this partnership. It’s not about spectacle for spectacle’s sake. It’s about elevating something that already belongs to Detroit—something that sends its culture into homes across the country.
For a city that treats music like oxygen, this collaboration feels less like a business move and more like a return to its roots. From Motown to hip-hop, Detroit’s influence on American music has always been outsized. Now, that legacy will shine on one of the biggest television stages of the year.
Why This Move Matters for Fans
The NFL’s Thanksgiving slate pulls in tens of millions of viewers. That gives the Detroit Lions a chance to spotlight the city in a way few franchises can. The new partnership offers:
- Better curation of musical talent
- A stronger Detroit identity woven into the event
- Higher-caliber production through Jesse Collins Entertainment
- Potential for more local artists to receive national recognition
And for fans at Ford Field, the improvements aren’t just about bigger names. They’re about building a halftime performance that feels meaningful—one created with Detroit’s own values in mind.
Jameson Williams Wants More Local Talent Showcased
Lions wide receiver Jameson Williams hopes this partnership brings more Detroit artists into the spotlight. His take aligns perfectly with the human-centered focus fans want.
Williams emphasized that involving local talent would be “good for the culture.” He also noted that having Detroiters contribute to the selection and creative process helps strengthen the bond between the team and the community.
Detroit has always been a city that lifts its own. The idea of using the halftime show to highlight local musicians, dancers, or creatives resonates with the community’s strong sense of identity. It’s also an evergreen storyline—how sports and music intersect to shape not just entertainment, but a city’s shared pride.
Jesse Collins Entertainment Will Elevate Production
Behind the scenes, the Lions tapped Jesse Collins Entertainment (JCE) to produce the Thanksgiving performance. JCE is known for handling major, high-pressure shows, including award shows and global music events.
Rod Wood, the Lions’ president and CEO, expressed his excitement about working with Eminem, Rosenberg, and JCE. He emphasized their ability to attract “top-tier talent” while helping transform the Thanksgiving halftime show into a “most anticipated cultural moment” on the NFL calendar.
This is where evergreen content emerges: the value of great production. For any large-scale live performance, the partnership between talent and production is everything. Fans may see the artist onstage, but the artistry behind the scenes—stage design, sound, lighting, choreography—is just as important. JCE brings that essential experience, ensuring the final product feels polished and unforgettable.
How Eminem Continues to Shape the Music Landscape
The announcement comes on the heels of another milestone for Eminem. He surpassed 60 million monthly Spotify streams, cementing his place as the third most-streamed rapper on the platform. He sits just behind Drake and Travis Scott, who recently posted around 123 million and 60.3 million streams, respectively.
These numbers show Eminem is far from a legacy act coasting on nostalgia. He’s still relevant. Still impactful. Still woven into the listening habits of millions across generations.
That ongoing relevance makes his involvement with the Lions even more timely. For younger fans, he remains a go-to artist. For older fans, he’s a hometown hero with a decades-long cultural footprint. Blending those audiences creates a powerful bridge in the stadium and beyond.
The Cultural Impact of Merging Music and Sports
Sports and music share something rare: the ability to unite people who might otherwise have nothing in common. Detroit understands this better than most cities.
Think about the traditions that stick with fans:
- Iconic national anthem performances
- Super Bowl halftime shows
- Walk-out tracks that define careers
- Stadium chants that become generational anthems
By putting Eminem and Paul Rosenberg in the creative driver’s seat, the Lions are tapping into this universal connection.
The Thanksgiving halftime show can become more than entertainment. It can reflect Detroit’s artistic spirit, showcase new talent, and deepen the sense of community that already makes Ford Field one of the NFL’s most passionate stadiums.
Why Detroit’s Music History Makes This Partnership Special
To understand why this collaboration resonates so strongly, you have to look at Detroit’s musical history.
The city has produced:
- Motown legends
- Rock icons
- Hip-hop pioneers
- Global chart-toppers
Detroit doesn’t just influence music. It defines it.
By bringing in two of its most successful modern musical figures, the Lions are reconnecting the halftime show to that heritage. It’s not about chasing trends. It’s about honoring the sound, style, and spirit that Detroit helped build.
This evergreen angle—celebrating Detroit’s long history of shaping American music—helps ground the news in something timeless and deeply meaningful.
What Fans Can Expect Moving Forward
While no lineup announcements have been made yet, fans can expect:
- More curated performances with Detroit authenticity
- A higher emphasis on storytelling and connection
- A chance for emerging or local artists to break through
- A polished, dynamic, television-friendly experience
Best of all, this partnership spans multiple years. That gives the Lions time to build a true tradition—one that evolves, grows, and becomes even more anticipated with each Thanksgiving season.
A Win for Detroit, Fans, and the NFL
This partnership feels like the perfect alignment of timing, talent, and tradition. Eminem and Paul Rosenberg bring credibility and creativity. Jesse Collins Entertainment brings experience and production excellence. The Lions bring one of the most watched games of the year.
Together, they have the potential to elevate Thanksgiving halftime into something uniquely Detroit—rich with culture, energy, and pride.
For fans, both in the stadium and watching from home, the next few years of halftime shows promise to be more than a break between quarters. They’re shaping up to be can’t-miss cultural moments that honor Detroit’s legacy while pushing the tradition forward.
The post Eminem partners with Detroit Lions to produce Thanksgiving halftime shows appeared first on Hip Hop Vibe.
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