Super Bowl halftime performer Bruno Mars is Billboard’s Artist of the Year

Thursday, December 19, 2013

Bruno Mars being named Billboard’s Artist of the Year makes him an even better pick to perform for the half time of the upcoming Super Bowl XLVIII on February 2, 2014. The great action will be held at the MetLife Stadium East Rutherford New Jersey.

Reactions to Mars performing at the Super Bowl half time

There is some NFL fans and other critics who believe that Mars lacks the connection to New Jersey, while others think that he does not possess the caliber that veteran acts that have performed in the big game have. Veteran acts such as Bruce Springsteen and Madonna, The Rolling Stones and The Who.

NFL’s director of entertainment television and programming Sarah Moll said they needed to have a younger and fresher act, and Bruno Mars just stands out. She said they have to show the fans the coolest 12-minute performance, and Mars can definitely deliver that.

On the other hand, Pepsi’s VP of consumer engagement Adam Harter said Mars is very talented with his global appeal and his Grammy Awards give him a wide range and diverse fans from music to sports fans all over the world.

Bruno is Billboard’s Artist of the Year

Bruno Mars was named Billboard magazine’s Artist of the Year last Friday, December 13, 2013. Mars got the top spot for eight other Billboard list. One of them is the “Hot 100 Artists.” also included are the “Top Overall Artists,” the “Hot 100 Singles Airplay,” also the “Hot Digital Songs,” and the “Mainstream Top 40.”  Some of his songs got the “Pop Digital Songs” award. The award includes his hit singles like, “When I Was Your Man,” “Locked Out of Heaven” and “Treasure,” from his Unorthodox Jukebox album which came out in 2012. About topping Billboard’s lists, he said he dreamed of not having a daytime job. He just wants to sleep and then do music as he wakes up. He wants his music to do all the talking. Mars said, he wants that dream to stay alive forever, because that is what he loves to do.

According to Billboard magazine’s editorial director Bill Werde, Bruno did a wonderful job in touring and that longevity has worked out pretty well for Grammy-winning artist. His songs were able to stick around different formats all throughout the year. He said, Bruno Mars was a real powerhouse who focused more on the music rather than publicity stunts for PR and marketing.

Bruno Mars did let his music do all the talking with the charts backing him up. The Filipino artist didn’t use the media to gain success; instead he used his sheer talent to make it to the top of the charts and now on the half-time of the Super Bowl XLVIII

The leverage of performing at Super Bowl’s half-time

According to NFL’s vice president of entertainment marketing and promotions Tracy Perlman, U2 gave a powerful post 9/11 performance in 2002 bolstered the band’s “All That You Can’t Leave Behind” album. With Bono on the lead, the band U2 had programs for 32 NFL cities. After their performance, 200,000 copies of their then two-year old album was sold.  The band actually benefited big time from promoting their album during the big game.

The big game had over a hundred million viewers at the stadium and at their homes through streaming. The Super Bowl’s half-time program has actually become a very effective sales tool. Beyonce announced her Mrs. Carter World Tour during her halftime performance in the Super Bowl 2013. The Queen of Pop Madonna released two of her top singles just a week before her performance in the big game and Bruce Springsteen promoted his “Working on a Dream” album during his halftime performance.

According to the NFL’s policy, they don’t need to pay the performing act, however, they will pay for the travel bill and production cost. However, like in any other case, there are exemptions to the rule, however, like Beyoncé who just signed a $50 million contract with the Halftime’s sponsor Pepsi. 

News about Bruno Mars performing during the half time of the Super Bowl XLVIII broke the record for the earliest announcement of the big game performances, which was revealed nearly five months from the game on the 8th of September only this year.

Atlantic Records’ brand partnership exec VP Camille Hackney said plans are being worked out for Bruno Mars’ performance for the big game on Feb 2, 2014.

Bruno Mars will be bringing surprise guests

NFL’s director of entertainment television and programming Moll said Bruno has been called a few of his friends. She said, they might be announcing other acts besides Bruno just before the performance. This is something that they have never done before, since Bruno is very unique. She said, it is going to be very cool, especially with the expected snowy weather in the Super Bowl XLVIII game on Feb 2.
Some of the possible “friends” that Bruno might be bringing in during his halftime performance are B.o.B. Who collaborated with Mars on “Nothin’ on You,” Cee Lo Green with “Forget You” and, of course, Travie McCoy who rapped with Bruno on the song “Billionaire.”

Bruno said, he and the band has been practicing and preparing for the cold, since he is not a big fan of cold weather being born in the tropical atmosphere of Hawaii.

Pepsi and Bruno Mars

Pepsi is not just the sponsor of Super Bowl’s half-time performance by Bruno Mars, but the giant brand will also have at lest four commercial slots in the bug game ads.

Pepsi recently returned as the halftime sponsor in the last big game with a four year contract signed. Last Super Bowl had Beyonce rocks the half-time. Nine years after the 2004 wardrobe malfunction of Janet Jackson, where one of her nipples was shown, Beyonce’s performance was the latest halt-time where a current musician performed during the big game. Bruno Mars will continue that trend, which would definitely grab the attention of the younger fans of NFL.

Meanwhile, Pepsi will have two Doritos Ads with their “Crash the Super Bowl” competition going global. Pepsi will be choosing one of the winners out of the submitted entries, while the other will be based on the users vote garnered. Pepsi will also have two more ads on its beverage line.


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