Doing more research -- the context is starting to fall into place a little. I think she made a pitch.
She is an L.A. local who grew up near USH and has probably gone to Universal Studios/HHN for years, and she obviously has an interest in horror based on her look/vibe. Also, she's signed to Interscope, which is run by Universal Music Group, and although UMG =/= NBCUniversal, it's not impossible to think that she could get in a room based on that connection, however tenuous it may be. She was probably like, "Hey, I've been to HHN a bunch of times and I have an idea for a maze," and Universal was probably like, "Uh, well, you're clearly a megastar with a huge following, so sure, get in here, tell us your idea," and that was that. Remember, it's all just rumor right now, so they could just be exploring options/concepts for a partnership. Also, I could see Murdy being into it because he is a bit of a star-chaser, name-dropper, and ORL hating it for that same exact reason, so the whole "ORL being dragged into it" thing makes sense.
An interesting development, to be sure. I'm not sure how I feel about it overall. This event (and horror, in general) is just getting so, so mainstream, more than it already was.