Beyoncé Just Took Sports and Entertainment to Another Level
Beyoncé knows how to elevate a sporting event to a higher level of cultural significance. She did so in 2016 with her performance of the riveting “Formation,” a politically-charged statement of identity at the Super Bowl 50 Halftime Show. She did it again on Christmas Day when she performed (for the first time) songs from her album Cowboy Carter during the halftime show of the Houston Texans-Baltimore Ravens game on Netflix. She rekindled excitement about Cowboy Carter, a genre-bending work that has drawn attention to the rich heritage of Black country music.
Social media blew up as she performed a setlist that included “16 Carriages,” “YA YA,” Texas Hold ‘Em” and more. The word “performed” seems like an understatement when you consider that part of the show included a pre-taped segment of her singing “16 Carriages” on horseback. Cowboy Carter is a much talked about and celebrated artistic achievement that blends country and Americana with elements of blues, folk, soul, and hip-hop, reflecting her Texan roots and the rich tapestry of Southern music. Although it’s not a country album, per se, the country influences have made a profound statement on the inclusivity and evolution of American music genres.
Those influences were on display during the halftime show. Beyoncé surrounded herself with musical guests including Post Malone, Shaboozey, and her daughter Blue Ivy. But I think the most important inclusion were the Black country women who made contributions to Cowboy Carter: Brittney Spencer, Reyna Roberts, Tiera Kennedy, and Tanner Adell. They sang along with her interpretation of the Beatles’ “Blackbird” (fashioned as “Blackbiird” on Cowboy Carter) as they did on the album.
The choice of “Blackbiird” was significant: Paul McCartney wrote the original “Blackbird” in 1968 as a response to the civil rights movement in the United States. Inspired by the racial tensions and struggles for equality during that time, McCartney has explained that the “blackbird” in the song symbolizes a Black woman or person enduring oppression but holding hope for change. For Beyoncé to include the song at an NFL game and to include the Black country artists who sang on its album version was a cultural statement of purpose and artistry.
My hot take here does not capture the many overtones of the set design and song list. Just hop on social media for far more conversation — the kind that Beyoncé is capable of sparking.
For Netflix and the NFL, the Beyoncé halftime show ups the ante for what a sporting event and artist can accomplish together. This is a major victory for Netflix and the NFL, too. Netflix has upped the ante for the streaming industry in particular. Live sports has changed in a major way.
