Up and coming artist SASH has released a song entitled, “What Would a Champion Do?” which has been selected as the first of the NFL’s Inspire Change Songs of the Season series. The song was broadcasted throughout games played on Sunday, during Week 4 of the season. It was also used during pregame and post-game shows on several networks.
Songs of the Season is just one aspect of the deal made between JAY-Z’s Roc Nation and the NFL, which includes a monthly song release incorporated into NFL games and meant to highlight a specific artist. The proceeds from each song featured will go towards the Inspire Change initiative, a social justice advocacy program in partnership with the NFL’s Player’s Coalition.
SASH has expressed his gratitude at having his song heard on such a large platform, saying, “This entire song was made by just me and my little brother—that’s as independent as it gets…” He went on to express his enthusiasm for the Inspire Change project, as well as his ability to give back through his music. SASH is set to release his debut EP, Not a Formula, at the end of October.
The NFL has had a problematic relationship with social justice advocacy over the past few seasons. When quarterback Colin Kaepernick first took a knee in 2016 during the national anthem to protest police brutality, he was met with a great deal of backlash and ostracization from the NFL. More recently, the NFL has taken steps to show the public that they do care about social justice issues as an organization, and this partnership with Jay Z is supposed to help prove that. While the move has received some criticism, it seems the NFL may be putting their money where their mouth is, with JAY-Z’s guidance.