Bruce Springsteen at the Super Bowl: Were you sold?

The National Football League announced in September that Bruce Springsteen and the E Street Band would provide the halftime entertainment at today's Super Bowl. Last week, Springsteen released an album that surely warmed the hearts of NFL and NBC execs. His "Working on a Dream" is largely an upbeat and positive pop record -- one without any deep political implications and plenty of PG-safe proclamations of love.

In the post Nipplegate-era of halftime entertainment, that's just the way the NFL likes it. No risks, no surprises and nothing that's going to slow the momentum of one of the biggest rah-rah moments on American television. Oh, and keep the new stuff to a minimum.

Springsteen got in a couple verses of the title track off his album, but it was straight into "Glory Days" just as the crowd was warming up to the cut's gospel groove. When you have 12 minutes, better go keep them wanting more, especially when dabbling with the unfamiliar.

It was apparent that Springsteen and the E Street Band -- introduced as "booty-shaking" in a pre-taped reel of NFL personalities -- understood the game from the moment the performance started. "Step back from the guacamole dip," Springsteen yelled through gritted teeth. He then followed it up with this impassioned order: "Put! The! Chicken! Fingers! Doooowwwwwwwn!"

Love him or hate him, is this what we want from one of our most celebrated songwriters? Springsteen's always been at the very least an artist who's unafraid to tackle big topics. He shouldn't be faulted for trying to drum up some excitement for his new album, but is it necessary for him to have to deliver jokes for the NFL to do so?

Heading into the performance, the only major question was why Springsteen needed to sing in Tampa Bay today at all. The halftime show rakes in the viewers -- last year's Super Bowl was watched by a record 97.5 million people, according to Nielsen Media Research -- but it turns artists into pitchmen. In getting the spotlight for just 12 minutes, verses are dropped and melodies are clipped.

It's not a concert, but a teaser -- and it was, admittedly, an entertaining one -- for Springsteen's upcoming tour, which comes to the Los Angeles Sports Arena on April 15 (tickets, conveniently, on sale tomorrow morning). While Springsteen has been saying that there are few outlets for an artist of his age to promote his music these days, the Bruce Springsteen Business hasn't exactly been dipping. According to Billboard, Springsteen tallied the second-highest grossing tour of 2008, bringing in a total gross of more than $204 million.

But today's Super Bowl performance will net Springsteen a whole lot more than brisk ticket sales. In the days following his halftime performance last year, Tom Petty saw a 352% increase in digital track sales. The four songs performed today -- the set ended with "Glory Days" (you were expecting something else?) -- are surely rocketing up the iTunes sales chart as this quick reaction blog is being typed.

There was, however, plenty to like, and Springsteen is one of the world's most successful live performers for a reason. The set began when the band broke into the swinging "Tenth Avenue Freeze-Out," striking a communal vibe from the start. If the easy-going saxophone sway of the tune was a surprising way to begin, Springsteen punctuated every note with a high-five to a fan and wasn't above a little lyric-altering pandering -- "bust this city in half" became "bust this Super Bowl in half."

Indeed, when it comes to providing entertainment for big-time events, few are more fit for the job than the Boss. Fewer still can follow the likes of the Rolling Stones, Paul McCartney, Prince and Tom Petty and the Heartbreakers -- the artists who have been called upon to provide family-friendly entertainment since the Janet Jackson/Justin Timberlake debacle of 2004.

In contrast to Petty's performance last year, Springsteen was more than eager to ham it up. The set ended with a gag-worthy shtick with Steven Van Zandt and a referee. When time was up, Springsteen egged the crowd on, suggesting the band play on and get taxed with an over-time penalty (ha!).

Yet every bad moment was tempered with something good. Springsteen showed off his agility, even if he couldn't stop himself from sliding straight into a cameraman between "Tenth Avenue Freeze-Out" and "Born to Run." The look on Springsteen's face -- he was clearly struggling not to laugh -- seemed to imply the moment wasn't staged, which would be a true rarity in halftime gigs.

So yes, things got corny toward the end -- tradition or not, never again does Van Zandt need to declare that it's "Boss time" anywhere ever -- but Springsteen still largely fulfilled the goals he set out for himself. Speaking about the halftime performance in the New York Times, Springsteen said, “If you do it right, you should feel the tension of it wanting to spread beyond that time frame. But it can’t.”

And this was a moment to celebrate the crowd sing-along. Every lyric of a joyous rendition of "Born to Run" was hammered home with a fist-pump or a pyrotechnic display. "I wanna die with you Wendy," sang Springsteen, but he may as well have been cheerleading a punt return.

If "Glory Days," a song built for sports nostalgia, was an obvious choice for a set-ender -- "Born in the U.S.A." is too political a tune for the NFL -- Springsteen proved himself to be a rather excited salesman.

Give Springsteen credit. He was clearly enjoying the stage, although he misfired by changing the lyrics to "Glory Days," swapping out the dead-beat baseball player references for lame nods to football. But this was a Springsteen clearly caught up in the advertising-driven spectacle of the Super Bowl, and completely unashamed about all of it.

His performance ended not with a statement -- but a joke that felt like another sales pitch: "I'm going to Disneyland!"

-Todd Martens

Photo credit: Win McNamee / Getty Images

Comments

[perico]

Well, since the "Boss Time" thing has been a staple of his shows since 1999, it appears in both the NYC and the Barcelona dvd, I take it you haven't followed him very closely.

BTW, weren't you the same blogger who was saying Bruce hurt his Grammy shot because he got two lukewarm reviews for his new album? Not to mention that one of those that this blog trotted out was from Jim Derogatis of the Chicago press, who's been notoriously anti-Springsteen. Those two seemed cherry picked, now that the overall reviews have come in, and have been very positive.

No Depression, Entertainment Weekly, Rolling Stone.... In fact, overall, the reviews are consistent with all of his albums. Very solid.

[Todd Martens]

>>>
BTW, weren't you the same blogger who was saying Bruce hurt his Grammy shot because he got two lukewarm reviews for his new album?
<<<

Nope. Not me.

I've also not been a fan of the "Boss time" thing other times I've seen it done.

Thanks,

[Trevor Lewis]

His performance ended not with a statement -- but a sales pitch: "I'm going to Disneyland!"

You do realize this isn't a pitch, but a joke, right? (most Super Bowl MVPs say this at the end of every game).

[larene]

He was too old.......change.

[Frank]

Not sure what the heck you are talking about or writing. Bruce has been "his own man," ever since he started. From big albums to solo acoustic turns, etc.

My phone was ringing off the hook with people explaining it "was the best halftime show ever."

Let's enjoy some positivity. Bruce owes no explanations. And he and the band rocked.

[Bored with Morons]

What was the point of this article? To slam Bruce? Is there any reason the general public should care about your opinion? It was fun entertainment at a football game. Nothing more.Try writing about something that actually matters, or better yet, that you have a clue about.

[Dean H]

Things are bad enough around the country no one has to state the obvious. With the election done, there was no real need to beat the country over the head with another political message from the Boss. Anyone willing to look beyond the obvious could read the message in the Super Bowl performance of the song Working on a Dream.

All of the fans of the Boss already know his political views as demonstrated by his work during the last two election campaigns as well as his 2007 album Magic. Besides Steelers owner Rooney added some politics to the trophy presentation. Good for him.

[DPDemasi]

Have you ever been to a Springsteen concert? It's full of humor. And the Disneyland crack was obviously sarcasm. Lighten up.

[Gerri Smith]

Surely you've been to a Bruce concert. He's always cracking jokes, running and sliding like a man half his age, and changing lyrics to suit the city or situation that he's in. He seems to actually enjoy performing for the crowd and NOT the advertisers or Bigwigs.

The Disneyworld line was a mock on the athletes/ordinary people that say that now after every win or big event.

This was a classic performance by Bruce, cheesy schtick and all!!

[PJK]

I would like you to run a poll to see how many people even thought it rated 12 minutes of their time. I am not a huge fan but his choice of songs was unmoving, his "improvisation" just wasted time to hear a song, his sound mix was pretty bland and he didn't make a fan out of someone that wouldn't mind being one (except for his megalomania which really comes through).

[Joe]

FWIW, Miami Steve and Bruce have been hamming it up with the schtick laid on heavy for decades. That over-the-top stuff has been a stapble fo-evuh.

[Matthew Paap]

This blogger needs to be fired. I don't even like Bruce Springsteen and that was by far the best superbowl halftime ever. Every kid from 6 - 18 was up at my party dancing. Unbelievable energy. How old is he now. I think I need to go see a concert sometimes.

LA times this is what happens when you let amateurs work for you.

.

[Matthew Paap]

This blogger needs to be fired. I don't even like Bruce Springsteen and that was by far the best superbowl halftime ever. Every kid from 6 - 18 was up at my party dancing. Unbelievable energy. How old is he now. I think I need to go see a concert sometimes.

LA times this is what happens when you let amateurs work for you.

.

[douggyfresh]

Wow how can you be faulting bruce for saying put down the chicken strips... he's having fun out there what's wrong with that and jesus so he said "i'm going to disney land" who cares it was just him playing around again...either way BEST HALFTIME SHOW EVER. simple as that

[D]

Jeez. Relax. He was clearly having fun. He sells music. Just like your newspaper sells advertising.

[Big Guy]

Wow Bruce
I guess that was for the New Jersy Crowd.
OUT OF TOUCH
NOT ENTERTAINING

[Dale]

What makes Springsteen one of the best live acts in the history of Rock n' Roll is that he and the E Street Band seem to have so much fun on stage, and that fun is contagious. What I saw tonight was a great example of Bruce and the band just having fun, not "hav[ing] to deliver jokes for the NFL." I thought it was vintage Bruce; I thought it was great. Call me a sucker, but I'll be buying tickets in the morning and I'll be looking forward to Boss Time.

[Bugs222]

Look, this wasn't the time "tackle big topics." The Boss has done plenty of that over the years and nobody should expect him (or anyone else) to always be profound all the time. He showed his folk singer side a couple of weeks ago the pre-Inaugural concert in DC. But the Super Bowl is America's biggest party of the year and he & the E Streeters were tonight's house band and they did just great. This old rocker loved it, as did my 7 & 10 year old kids. So, lighten up, will ya? Sometimes, we just wanna sing & dance and have some fun. Tomorrow we can return to the reality of having to clean up Bush's huge mess . . .

[Black Bart from Down Under]

Todd your anti Bruce attitude comes through clearly. I really don't think Springsteen needs to do a Superbowl half time show to boost ticket sales as you sarcastically commented. As for changing lyrics, every Boss show I have seen he changes lyrics to suit his audience. Go and cover Britney stories and leave Springsteen to true fans.

[mememe]

the "I'm going to Disneyland!" line was a joke, as in it was a humorous commentary on all the "I'm going to Disneyland!" moments. Now the referee thing I could have done with out.

[dan w.]

Springsteen has always been a combo of protest and a good party. If someone hires you to do a very short party - Super Bowl half time is not the place for protest - it's perfectly ok to acknowledge that's what you're doing. His intro made the performance human and personal and if you were at a party, drew you into the music and made it fun. The performance has to be big - it's not only for televison, it's for a huge stadium and many who do not know his music. There's nothing wrong with doing a set that is geared toward a special gig you're doing. Your observations leave a lot to be desired - you seem to have no idea of what is required for a job like this and have your own artistic agenda you want to advance.

[OttoBig]

Nothing wrong with that half-time show. It was just the biggest bar room gig in the world, and nothing to take seriously. Much better than the pretentious Inauguration show at the Lincoln memorial, IMO. (And I'm an Obama supporter.) OK, maybe the fireworks were tacky and over the top but what could you expect from the NFL and their production crew?

[Stevec]

You have no idea what you are talking about. You obviously have something against the greatest performer of all time

[JimR]

Um, as a veteran of some 20 Bruce shows, I didn't see him do one thing different than he ever does when he plays with the E Street Band. As always, it was a fun, high-energy show with Bruce putting in some of his shtick and hamming it up like he always does. Fans who are freaking out about this need to put down their chablis and chill.

[Bored with the Hip]

Ho hum. Puh-leeez. It is clear Toddley that you have completely cornered the market on what is hip. I am relatively certain that neither I nor 90% of America has heard one of your "favorite CDs" because to be truly tragically hip you must listen to what is in near or complete obscurity. Yawn. What a poser you are. For 12 minutes it was great entertainment. Get over yourself.