The world's most-viewed TV event has assumed mythical status in the minds of music executives, but it's not a tide that lifts all boats.

The Super Bowl halftime performance has become the music industry's holy grail, nirvana and promised land all wrapped into one as managers, label chiefs and others lobby to get their artists in front of the world's largest TV audience. With more than 100 million pairs of eyeballs watching, it's easy to understand why. But in my view, the Super Bowl is overrated as a music promotion vehicle.

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