Advertising: Tremendous Bowl Concerts Will Spill Well Previous the Meadowlands

December 23rd, 2013

BY the time Bruno Mars sings his 1st notice at the Super Bowl XLVIII halftime present on Feb. two, a musical lollapalooza will previously have made its way via New York and New Jersey, fueled by corporate sponsorship and the increasing affinity in between pop audio and athletics.

Amid a wave of general public and personal live shows close to the big game, which will be performed — weather conditions allowing — at MetLife Stadium in East Rutherford, N.J., and telecast by Fox, are the Foo Fighters and the Roots along the west aspect of Manhattan, courtesy of Bud Light Red Scorching Chili Peppers at Barclays Centre in Brooklyn, offered by CBS Radio and John Legend and Band of Horses at an personal space in Chelsea, put on by Citibank.

Not lengthy ago, the pre-Tremendous Bowl scene consisted largely of “celebrities strolling the pink carpet” at branded events, mentioned Marcie Allen, whose business, MAC Offers, arranges sponsorships for musical acts. But that scene has advanced as component of the at any time-increasing media spectacle of the Super Bowl, giving notable stages to promotion-hungry musicians and supporting entrepreneurs dazzle their customers with obtain to specific occasions.

“Brands now comprehend that a way to link to their fans and generate a meaningful celebration is through the electricity of music,” Ms. Allen mentioned.

Corporate sponsorship, after a little and usually concealed element of the songs business, has grow to be a single of its most crucial resources of earnings. IEG Sponsorship Report, a trade publication, estimates that songs functions drew $ one.24 billion in sponsorship in 2013, up from $ 575 million in 2003.

The viewers is evolving, way too. Nielsen recently identified that 51 % of shoppers — and 76 per cent of these who attend audio festivals — say they favor manufacturers that sponsor a tour or live performance.

A single of the game’s official musical tie-ins is VH1’s Tremendous Bowl Blitz, a six-end mini-tour through New York Town and New Jersey, commencing at Queens Higher education on Jan. 27 and broadcast stay. The 2014 performers will be declared on Jan. nine. Previous editions have provided big names like Rihanna and Justin Bieber.

Sports and songs stars have something to obtain from an affiliation. Tom Calderone, president of VH1, mentioned that the Blitz experienced never ever been quick on athletes — irrespective of no matter whether they are in the large game — and that for bands in the frustrated songs business, an physical appearance can be a strong stunt to publicize a new album or tour.

Chris Oliviero, the govt vice president for programming at CBS Radio, whose New York station WFAN-AM is broadcasting the game, mentioned, “If you search at the relationship between musicians and athletes, they are all commingled as component of that pop-culture phenomenon, and they all want to cling out with each and every other.”

The National Soccer League’s involvement with audio has been shifting. In the many years soon after Janet Jackson’s halftime mishap in 2004, the match booked a sequence of older functions not likely to experience a “wardrobe malfunction” like Ms. Jackson’s, including Paul McCartney, Bruce Springsteen and the Who. Currently, even though, they have been acquiring young again Mr. Mars, the singer of hits like “Locked Out of Heaven,” is 28.

“Every calendar year was a legendary, legendary tunes artist,” said Ron Semiao, the N.F.L.’s vice president of programming and media activities. “But at a certain stage you commence to run out of them. With Beyonc? final calendar year and now with Bruno, we are relocating into a development of a far more youthful type of artist executing at halftime.”

All around the Tremendous Bowl, musical activities variety from modest, non-public shows to public arena live shows. Citi’s collection, at the McKittrick Lodge in Chelsea, the home to the theatrical demonstrate “Sleep No Far more,” will accommodate fewer than 300 followers.

“For us, it is about getting Citi card associates obtain to activities that are actually as soon as in a lifetime,” said Jennifer Breithaupt, Citi’s senior vice president for entertainment advertising.

For musicians, the benefits can go past excitement. Performers at major model-sponsored activities can earn far more than $ 1 million, according to the executives and agents who book them, though some presenters — specifically media corporations, which typically check out the performers’ appearances as advertising — do not spend.

Bud Gentle, sold by the Anheuser-Busch division of Anheuser-Busch InBev, will put on concert events underneath a tent throughout the West Aspect Highway from Pier 86, where the USS Intrepid is docked. They start with a salute to New York hip-hop showcasing the Roots, Run-DMC and Busta Rhymes on Jan. thirty on successive times are Envision Dragons, Foo Fighters and Drop Out Boy with the region singer Jake Owen.

But the bands there may possibly be upstaged by their environment. Growing on the Bud Mild Hotel principle at preceding Super Bowls, the model will just take above an region of much more than three hundred,000 square toes, encompassing not only the tent — which can keep 4,000 people — but also a temporary lounge, occasions on the Intrepid itself and a cruise ship docked at Pier 88. The ship’s much more than 1,900 staterooms will be blanketed on nearly every single inch with the identify of the sponsor.

“The shampoo bottles in the rooms, the towels, the soaps, the pillows — every thing will say Bud Mild Hotel New York,” said Mike Sundet, a vice president for marketing at Anheuser-Busch.

“We want to give our shoppers anything they are not going to forget,” Mr. Sundet explained. “It’s Bud Mild, it’s the Tremendous Bowl — it demands to be huge.”

Leave a Reply

You must be logged in to post a comment.