NFL has given up on its traditional audience and is going for the Antifans.
I doubt they watch football.
I may be wrong, but I thought the days of the NFL paying people to be their Half time entertainment was over. I believe these people are paying good money for that half time slot. Which means entertainment corporations are the ones funding this stuff. The same corporations who bring us Hick Hop country rap are the ones who are bringing us this African Latino music mixture. So they are not gearing it towards a traditional audience. They are trying to be this all inclusive blend of musical stuff that in the end, very few people can relate to. A musical bullet today is forgotten just as fast as it was fired out over the listening audience.