The company believes its mission in representing artists and athletes is to make money change hands with a purpose. Roc Nation sees this as a social justice function.

“Focusing on social justice is the nature of how we grew up,” Jay-Z said. “The people we sign — 75 percent of them, at least — grew up in poverty. When one of us gets signed, it doesn’t end our connection to the ’hood or the streets. Our lives are still there, our cousin still needs a lawyer, our mother still can’t make the rent. This is real life.”

He cites Meek Mill, a Roc Nation management client, who was arrested in Philadelphia in 2007, when he was 19 on gun and drug charges. “Meek’s got eight guys who could pull him back,” Jay-Z said. “I said, ‘Meek, you are going to go back with them, or you need to bring them with you.’ So he reaches a hand back and pulls them with him. That’s social justice: It’s how we help a person help their community and help themselves.”

Meek Mill’s 2017 appearance before a judge about a probation violation, dating back to those 2007 charges, helped fuel Roc Nation’s increased focus on advocacy.

When the judge ordered the rapper to return to prison for two to four years for the probation violation, Ms. Perez, Jay-Z and Michael Rubin, the founder of the sports merchandise company Fanatics and a close friend of Meek Mill, engineered a two-year effort in which they spent $7 million to fight for his release.

The experience galvanized Mr. Rubin. He raised more than $60 million to create the Reform Alliance, with Jay-Z, Mr. Kraft, Meek Mill and others. It works to overhaul the probation system. Roc Nation administers the organization through its philanthropy division.