bowl is the biggest sporting event in the world. hip-hop is the biggest form of music in the world. for us to have an opportunity to bring those two worlds together. we have the queen of our into be. we have the king of hip-hop. olives his proteges. this is what it is about. this is what hip-hop in the nfl is all about. >> is this open up opportunities? is it band aid? is it both? >> it is too early to say. the wider question, who was the halftime show for nowadays? the think about the halftime show, the grammys, and a couple of other established cultural events. there is in entire generation of even hip-hop stars, they are just opting out of a lot of these platforms and stages because they don't hold the same relevancy for the culture around nowadays.