Jay Z’s Roc Nation Partners with Barclays Center

Jay Z’s love for his Brooklyn hometown runs deep. He not only praises the NYC borough in his music. He also honors it by participating in business ventures that propel the town forward.

His latest deal links his company Roc Nation Music, which is home to artist such as J. Cole, Rihanna and Meek Mill, with Brooklyn’s Barclays Center.

The new partnership will create a host of special events, including festivals, Tidal-related functions and an annual Jigga concert, that will exclusively be held at the arena.

“This is exciting for us because it goes so much more beyond an artist coming to Barclays as part of a tour,” said the center’s CEO Brett Yormark.

Seating 19,000 people, the stadium opened in 2012, where the rapper became the venue’s first performer. It has since garnered much attention. In 2014, it grossed $53.7 million from 134 concerts and sporting events, according to Billboard.

The first affair under the new deal could happen within the next month.