Issue link: https://www.epageflip.net/i/637179
| SUPER BOWL SUNDAY | 39 SUNDAY, FEBRUARY 7, 2016 It's grown to become one of the nation's most- watched music events, showcasing the biggest enter- tainers in rock and pop. But how did the Super Bowl Halftime Show grow from its humble origins in Los Angeles in 1967 to the massive, hotly anticipated production starring Cold- play and Beyonce that will be mounted at Super Bowl 50 at Levi's Stadium in Santa Clara? It didn't happen overnight. The evolution was slow at first but — like everything else related to the Super Bowl — has amped up in recent decades, to the point where seemingly every major musical act wants in on the action — from Katy Perry and Bruno Mars to U2 and the Rolling Stones. "As the Super Bowl has grown — (and) the view- ership has skyrocketed — the music world under- stands what it means for a performer to perform in a halftime show, to their brand and also, more di- rectly, to their album sales," says NFL spokesman Brian McCarthy. " 'Play on Sunday, sell on Monday,' is what they understand." Yet, it took a surprisingly long time for organiz- ers to figure that out. For years, they continued to book college marching bands, with the occasional old-school entertainer like Andy Williams or Carol Channing thrown into the mix. This went on well into the '80s. But as safe as the acts were, there were still some bizarre moments early, such as at the 1972 Super Bowl in New Orleans.