The role of indie in Super Bowl 44

Posted by Flick in Media, videos on 02 8th, 2010 | View Comments

It was hard not to notice the prominence of indie bands featured in this year’s Super Bowl commercials. We had heard that NFL licensed Wake Up from Arcade Fire and that all proceeds would go to help Partners in Health in their Haitian relief efforts. But we were surprised to find Arcade Fire’s song used as the NFL anthem, with several versions playing throughout the game.

Then to hear Grizzly Bear‘s Two Weeks in the backdrop of a VW commercial that featured Stevie Wonder? This one caught me off guard.

Keeping in mind that just a few days ago Vampire Weekend was #1 on Billboard‘s Top 200 charts, fans of indie music are asking questions.

Is this a signal of the rising stature of indie music in this new decade? Does it show us that indie music is seen as commercially valuable to our society?

Please share your thoughts.

December 18, 2008 -- Arcade Fire release Neon Bible archive film
September 11, 2010 -- Implications of Arcade Fire’s Interact Short Film: The Wilderness Downtown
January 25, 2010 -- Efterklang: Magic Chairs
November 7, 2009 -- Grizzly Bear: Read, Able video
September 13, 2009 -- Grizzly Bear: While You Wait for the Others video
May 26, 2009 -- Here We Go Magic: Grizzly Bear tour and Daytrotter session
November 13, 2008 -- Zach Condon of Beirut to release dual EP

go

I think it’s great. Good music, reaching more people. Arcade Fire were already RICH so I’m glad they are donating, but nobody knows grizzly bear, glad those dudes are getting paid a little, plus commercial was good!
http://www.last.fm/user/puddlegum/ Flick

I’m definitely happy for the bands, and happy that Arcade Fire is able to help Haiti. Just watching Twitter during the game and these questions are being asked.

I think this decade could see indie music continue to rise to the top.
http://viperbiterecords.com Jason

This kind of stuff has been happening for a couple of years now. It kind of confuses the hell out of me, to be honest. Paste Magazine had an interesting article about it:

http://www.pastemagazine.com/articles/2010/01/is-indie-dead.html
Nate

This is very interesting. It should also be noted that the NFL ran a series of advertisements last year using a cover of Morrissey’s “Everyday is Like Sunday” from Viva Hate. I believe the commercials were for the NFL network, airing during prime time games. I couldn’t find them on Youtube, however.

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The role of indie in Super Bowl 44

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