Booked Beyoncé and Bruno Mars for the year’s most-watched TV event
The NFL was responsible for nine of 2013’s 10 most-watched events, and dozens more of its telecasts are routinely watched by upwards of 25 million viewers a night. Increasingly, music has been a part of those games.
That begins with the Moll-booked Pepsi Super Bowl Halftime Show, which Beyoncé headlined in 2013 and became the second-most-watched halftime show of all time with 104 million viewers, second only to Madonna’s in 2012, according to Nielsen. She also recruited Keith Urban for the NFL Kickoff Concert in September and added superstars Jennifer Hudson and Alicia Keys to its season-long bookings of acts performing “America the Beautiful” and the national anthem.
Even more music is in store for Super Bowl XLVIII and the whopping six days of concerts that will precede it as the game comes to the New York/New Jersey area for the first time.
But the biggest look of all, of course, goes to this year’s halftime headliner Bruno Mars, whom Moll chose through a combination of catching his unstoppable performance during last year’s Grammy Awards and several dates of his Moonshine Jungle tour last summer. “He’s kind of out of the box for us—we’ve always gone for older, more established [artists]. We’re changing with the times. Our fans want a halftime show that’s fan-generated, and what’s popular right now.”