By the time Bruno Mars sings his first note at the Super Bowl XLVIII halftime show on Feb. 2, a musical lollapalooza will already have made its way through New York and New Jersey, fueled by corporate sponsorship and the growing affinity between pop music and sports.
Among a wave of public and private concerts around the big game, which will be played—weather permitting—at MetLife Stadium in East Rutherford, N.J., and telecast by Fox, 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.
Not long ago, the pre-Super Bowl scene consisted largely of "celebrities walking the red carpet" at branded parties, said Marcie Allen, whose company, MAC Presents, arranges sponsorships for musical acts. But that scene has evolved as part of the ever-expanding media spectacle of the Super Bowl, giving prominent stages to promotion-hungry musicians and helping marketers dazzle their customers with access to special events.
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