Michael Jacksons: Mr. Super Bowl (Jim Steeg) tells the untold story of Michael Jackson's halftime show. It also contains a description of the star's strange demands. Besides, obscene acts on the stage and violation of rules in the locker room have also been reported. Very few people would know that Jim Steeg is also called 'Mr. Super Bowl'. Jim Steeg is considered one of the most important people in NFL history. He is credited with transforming the Super Bowl from just a championship football game into the global event it is today.
As the NFL's Senior Vice President of Special Events, Jim Steeg oversaw 26 Super Bowl events, including ticketing, team logistics, technology, media and, of course, the halftime show. No other show was more important in changing this big event than Michael Jackson's spectacular halftime show in Los Angeles in 1993. This performance changed the entire event. Michael Jackson was the first big star to perform in such shows. He paved the way for artists like Prince, Beyoncé, U2 and most recently Bad Bunny.
Jackson's performance was the last
Michael Jackson's performance added a new chapter to Super Bowl history. In a way, it also closed an old chapter. This was Michael Jackson's last performance in America, after which his world completely shattered due to allegations of sexual abuse. Due to this, both his career and personal life were affected.
In this two-part series based on excerpts from his new book Super!: Untold Stories of the Super Bowl, Jim Steeg tells the Daily Mail what Jackson's preparations were like. What were his strange demands and how did the 'King of Pop' lay the foundation for shaping the halftime show into what it is today?
In the year 1993, when Garth Brooks came to sing the national anthem on the field of 'Rose Bowl', he was one of the biggest names of that time, but on the same day, there was another star present at the halftime show of Super Bowl XXVII who completely changed the entertainment of this event – Michael Jackson.
People were shocked on the telecast of 'In Living Colour'
He is the most important halftime performer in Super Bowl history. 'The New York Times' said that Jackson made a huge difference to the NFL. He set a new standard for future performances and made the halftime shows so exciting that people looked forward to them along with the games. Sometimes even more than the game. He completely reinvented the 'Super Bowl' as a sporting event.
Why did this big change happen? FOX surprised us by airing their hit comedy show 'In Living Color' live during our 'Super Bowl XXVI' halftime show, causing a huge drop in our halftime show ratings. This was the event that started the change. This gave me the opportunity to make changes that I had been thinking about for a long time.
Had shaken hands with Arlen Kantarian
My most important move was hiring Radio City Music Hall Productions, which I did in the fall of 1991, before Super Bowl XXVI. I wanted to do something new and big in the halftime show. To do this, I teamed up with Arlen Kantarian, Vice President of Marketing and Special Events for Radio City Music Hall Productions. He was also a close friend of mine and worked with the NFL in the 1980s. He had been vice president of marketing at NFL Properties, the merchandising arm of the NFL. Like me, he was also a person who thought out of the box.
There was discussion on increasing the number of viewers
In February 1992 I had a meeting with Kantarian and Don Garber of NFL Properties, in which we discussed how to keep fans engaged during halftime and increase viewership? During this time, Kantarian suggested that Michael Jackson be invited to perform. A month later the three of us met with Jackson's manager, Sandy Gallin, in Beverly Hills. We gave an hour-long presentation explaining the benefits of Jackson performing at the halftime show. Galin had absolutely no idea what we were talking about. football? NFL? Super Bowl? So we explained the whole thing to them in detail, step by step. We knew that later Galin would have to explain all these things to Jackson.
In April we had a second meeting with Galin, in which Michael Jackson and his team of advisers were also present. We again gave an hour-long presentation explaining the benefits of their performing in the Super Bowl. Michael Jackson was curious about the Super Bowl like an innocent child. Who plays in it? What is this? Jackson took detailed information about it from us.
Dancers were shocked by the news of live broadcast in more than 100 countries
When we told them that Super Bowl XXVII would be watched by approximately 10 crore (100 million) people in America and it would be telecast in more than 100 countries. This included developing countries and American military bases and Michael Jackson was completely mesmerized.
Michael Jackson asked – Do you mean that my halftime show will be broadcast live even in those countries where I will never be able to go on tour? This meant a lot to him. Performing live in front of millions of people who they might never have been able to reach any other way.
Told Jackson- how to make new fans
We also told them about common football fans (blue-collar fans) who might not have been Michael Jackson fans. We explained to them how they can influence such people and create a new fan base. He understood this also.