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Volume 24 No. 132

Events and Attractions

The pre-Super Bowl event scene has "evolved as part of the ever-expanding media spectacle" of the game, giving "prominent stages to promotion-hungry musicians and helping marketers dazzle their customers with access to special events," according to Ben Sisario of the N.Y. TIMES. Among the acts being brought in for Super Bowl XLVIII "are the Foo Fighters and the Roots along the west side of Manhattan, courtesy of Bud Light; Red Hot Chili Peppers at Barclays Center in Brooklyn, presented by CBS Radio; and John Legend and Band of Horses at an intimate space in Chelsea, put on by Citibank." Sponsorship programming firm MAC Presents President Marcie Allen said, "Brands now realize that a way to connect to their fans and produce a meaningful event is through the power of music." One of the game’s "official musical tie-ins is VH1’s Super Bowl Blitz." VH1 President Tom Calderone said that the event "had never been short on athletes ... and that for brands in the depressed music business, an appearance can be a powerful stunt to publicize a new album or tour." Musical events around the Super Bowl "range from small, private shows to public arena concerts." Citi’s series at the McKittrick Hotel in Chelsea "will accommodate fewer than 300 fans." Booking agents note that performers at major brand-sponsored events can earn more than $1M, "although some presenters ... do not pay." Bud Light will "put on concerts under a tent across the West Side Highway from Pier 86, where the USS Intrepid is docked." The concerts begin with a "salute to New York hip-hop featuring the Roots, Run-DMC and Busta Rhymes on Jan. 30; on successive days are Imagine Dragons, Foo Fighters and Fall Out Boy with the country singer Jake Owen" (N.Y. TIMES, 12/23).