In this month’s guest post, sports fan, culture critic , and rock music aficionado Geoff Moore focuses his eye on the TV sporting event extravaganza the Super Bowl.  With an event that places as much importance on the half-time show and its requisite musical guests, how does this reflect on the impact of rock n’ roll as a once proud bastion of cultural revolution, as opposed to a marketing mouthpiece which is fodder for pure, ratings-optimizing spectacle?  Wade on in, good people …

***

Roman numerals are like Mods, you don’t encounter them much anymore unless you spin early Chicago albums, cite a particular incarnation of Deep Purple, do crossword puzzles, or follow the National Football League.

Super Bowl XLIV is nearly upon us. Historically the American football championship game has proved to be akin to a non-album B-side, rather dull and of interest to fanatics only. But XLIV provides the tilt so much more gravitas than your average Arabic 44, Boo Boo. Dirty Harry’s .44 excepted: ‘But being as this is an XLIV Magnum, the most powerful handgun in the world, and would blow your head clean off, you’ve got to ask yourself one question, Do I feel lucky? Well, do ya, punk?’ Doesn’t exactly make your day, does it?

The Super Bowl, whatever its number, draws more than football fans to television screens. The NFL’s season finale has become equally noted for its advertising and musical content, just as the glad rags paraded on Hollywood’s red carpet now rival the actual Academy Awards naked crusader statuette presentations. The game with all its pageantry is America’s singular television event, its annual gift to the globe.

That the stodgy old NFL, its rotating cast of broadcast partners and corporate sponsors have embraced rock ‘n’ roll as suitable Super Bowl entertainment in 21st century speaks to the league’s marketing acumen. A cast of hundreds with fistfuls of flags and ribbons dancing through a Tribute to Show Tunes! will not hold viewers’ attentions through to the next commercial when there’s no football being played between the third and fourth quarters, but beam a music legend into living rooms from the gridiron and well, now you’ve got eyeball glue.

Who’s left of the Who will perform the theme songs of Super Bowl presenter CBS’s various CSIs to an anticipated world-wide television audience of 100 million souls at the half. Pete and Roger will play for about 12 minutes. By contrast, a 30-second ad buy for one of the 62 slots available during the 2010 telecast is priced to move at about $2.5-million (US) to $2.8-million (US) per spot. A relative bargain as North America ‘re-calibrates’ (Thank you, PM Stephen Harper!) itself admidst the lingering sludge of the 2009 global recession, or a savings of some $200,000 to $500,000 compared to last year’s game.* Air time is money and the Who’s 12 minutes of medley will no doubt pay out double at the window of the iTunes store. Maybe they’ll move a few commemorative t-shirts and some other merch at TheWho.com.

Unsurprisingly, Geffen released yet another Who greatest hits compilation late last December aimed specifically at Luddite viewers whose interest in the band may be piqued by its prime time performance February 7 at the really recently re-handled Sun Life Stadium (the naming rights a steal at a mere $4 million (US) per annum for four years and so no reason to worry about your insurance premiums rising) which is situated somewhere in the humid metroplex now known as South Florida.

In 2009 Bruce Springsteen and the E Street Band made a rare PR misstep by releasing a Wal-Mart exclusive best of CD in conjunction with their halftime performance. The Boss had made a deal with ‘the man’ by joining Sam’s club. If you scroll through Springsteen’s catalogue on his web site, you skip straight from ‘Magic’ to ‘Working On a Dream’ with nothing in between. That Super Bowl disc has disappeared into night and fog.

Tom Petty and the Heartbreakers reissued their 1993 ‘Greatest Hits’ in 2008 just in time for their Super Bowl appearance. The album was reconfigured. A loving cover of Thunderclap Newman’s ‘Something In the Air’ was dropped in favour of the Petty-penned ‘Stop Draggin’ My Heart Around.’ No point spreading those spiked football royalties around either.

This is not to vilify these artists for looking to cash in, especially in these strange and formatless days when the CD appears to be diving after the 8-track into certain oblivion. You’d have to be certifiably insane not to leverage the hell out of the exposure a Super Bowl gig provides. It’s right up there with dying young as far as good career moves go. Maybe the only rocker in the world who wouldn’t give a damn about the pseudo prestige and such a potentially massive windfall is Keith Richards. The same could not be said about his glimmering partner in crime.

What remains wildly disconcerting about the big game and all its surrounding pomp is that its recent roster of halftime talent, the Who, Petty, Springsteen, the Stones, Prince and Paul McCartney, while past their primes but not yet in their dotages, are still among the biggest acts in the world. And yet they trod upon a trail blazed by the Grambling State University Band and Up with People.

Let’s drop a capital letter for a little context. Super Bowl XIV (MCMLXXX), the Steelers are looking for their fourth consecutive championship. Player’s butts and roaches in the ashtray, beer bottles everywhere, waiting for the third quarter gun as Up with People presents instantly forgettable, lame schlock on the portable colour TV: a Salute to the Big Band Era.†

At that moment in time, it’s preposterous, unfathomable, freaking psych ward delusional to even imagine for a single millisecond that there could be the remotest possibility that any act in your record collection would ever deem to play the Super Bowl as a sideshow attraction, let alone be asked to do so by the straight-laced, rich, old, white men’s club that is the NFL executive. As for XXV or XXX years down the road? All of rock’s heroes would be retired or deceased anyway, right?

(Best ever song about football ? Perhaps the only song about football? Steve Earle’s ‘No. 29’ off Exit 0. [ED:I like Fountains of Wayne ‘All Kinds of Time’ myself.])

*All figures The Associated Press

†Wikipedia

***

Geoff Moore is an author who lives in Calgary, Alberta.  Don’t steal his favourite chair when the game’s on, m’kay?

Advertisements

5 thoughts on “Classic Rock: Sunday Night Super Bowl Spotlights

  1. I think it’s very hard to put on a good performance at a Super Bowl. The act has twenty minutes to “do it’s thing” then poof, they’re gone. Any act that’s big enough to play the Super Bowl half-time show hasn’t done a twenty minute set in 30 years, maybe more.
    The only time theee acts do these short sets are for charitable events and halftime shows, both places where they are not expected to be “on.” Which is why I’ve only ever heard two acts that really put on a good little show: Queen at Live-Aid and Prince a few years back at a Super Bowl Halftime Show.
    But still, The Who will probably do a better performance than Aerosmith w/ Britney Spears and N*Sync doing an ensemble Walk This Way. [shudder]

  2. Prince was great at the Super Bowl wasn’t he; even the promo commercials were funny – who knew he had a sense of humour?

    I’ve never been a Queen fan so I hate to admit this, but, yeah, they carried the day. Saw the DVD a couple years ago to refresh my memory, and, yeah, they still carried the day. and just looking at the Thompson Twins still made me angry!

  3. I saw about 30 seconds of Bruce Springsteen’s 20 minute show last year and thought was going strong! Maybe not your “bring the house down” show that Bruce fans expect … or even Super Bowl fans expect. But it was vintage Bruce!

    Great piece, Geoff! Your posts are always well-crafted and entertaining … they always add a nice spice to The Delete Bin!

  4. Thanks, David.

    The only piece of E Street concert schtick missing from their Stupor Bowl performance was when Bruce lines the band up on the edge of the stage & they shake their asses at the audience. Otherwise…

    MTV Plugged orders to put the food down & turn the TV up real loud? check
    BTR cover pose with Clarence? check
    10th Ave. Freezeout Big Man/E Street creation myth reference? check
    Stage slide? check
    Microphone drop? check
    Miami Steve pointing at his watch (time to go/Boss time)? check

  5. Well, Roger’s voice was a little rough during the snippet of Pinball Wizard, but I high-fived my wife when he nailed the scream in Won’t Get Fooled Again.

What are your thoughts, Good People? Tell it to me straight.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s