Looking at the lineup of musical talent for this year's Super Bowl, Sports Illustrated wrote, "The Super Bowl or Lollapalooza?" It's not such a far-fetched question. If all of the musical talent associated with the Super Bowl were put together in one stadium, it would be one of the biggest music festivals in America.

For this year's game, to be held in San Diego, the NFL and producers Jimmy Iovine and Joel Gallen have assembled a cross-genre array of talent that includes Shania Twain, No Doubt, Carlos Santana (with Michelle Branch and Beyonce Knowles), the Dixie Chicks and Bon Jovi.

The music hasn't always matched the event -- when the "big game" kicked off in 1967, the entertainment was provided by the marching bands of the Universities of Arizona and Michigan. But recent Super Bowls have featured Aerosmith, Whitney Houston, Michael Jackson and other A-list talent.

John Collins, senior vice president for the NFL, and the man responsible for assembling the musical acts, sees last year's halftime show, featuring U2, as a watershed moment in the history of music and the Super Bowl.

"While the Super Bowl has always been big, as it relates to entertainment, we want to make it really relevant," Collins says. "It really started with U2. Not only because at the time they were the biggest band out there, but once a band as artistically credible as U2 played halftime then it opened the door to get people like Paul McCartney involved. And I think the best thing about last year was it created the opportunity for this year as well."

To top U2's memorable performance, as well as continue the momentum, the musical producers have relied heavily on women in rock. Collins says that wasn't intentional, it just is indicative of today's musical trends.

"As we were in conversations with Jimmy and Joel, both Rolling Stone and Vanity Fair had the women in rock theme on the covers," says Collins. "We thought about that for a half a second, because you're always looking for some kind of hook, and we said, 'That's not really our hook.' But as it turned out, the female artist has been incredibly relevant. When you look at whose tours or sales have been performing, other than Bruce or the Stones, who both were busy, that's who is big and relevant."

And the music isn't limited to just Sunday afternoon. The picturesque town of San Diego will be rocking all weekend long. So even for those who can't get into the game, there are still ways to be part of the action. Below is a guide to what's happening in San Diego as the city gets ready for the "big one."

Thursday, January 23rd

Paul Oakenfold at On Broadway: Even if this English superstar DJ thinks "football" is that game played with your feet and celebrated in the World Cup, he knows how to throw one hell of a party. Expect On Broadway to be off the hook for Paul Oakenfold's "Super Bowl Party."

B2K, Blackalicious, DMX, Ludacris, Busta Rhymes at the San Diego Sports Arena: Hip-hop will be a big presence on the party circuit at this year's game, and the weekend's best lineup is open to the public.

Ozomatli at Bud Bowl (Mariner's Point): Though not officially sanctioned by the NFL, the Bud Bowl series, three nights of free shows on the beach, kicks off with one of L.A.'s favorite bands.

Friday, January 24th

Unwritten Law at Bud Bowl (Mariner's Point): The SoCal quartet takes its turn playing a free show on the beach.

Kirk Franklin, Yolanda Adams at San Diego Sports Arena: One of the few events officially sanctioned by the NFL, the uplifting "Hopeville Tour" is headlined by crossover star Franklin and Yolanda Adams.

Eve, the Roots at the Embarcadero Concert Series: As part of the official NFL concert series leading up to the Super Bowl, one of hip-hop's first ladies and one of the genre's best live acts will perform on the waterfront.

Saturday, January 25th

P.O.D., Blindside at Bud Bowl (Mariner's Point): Hometown boys P.O.D. are getting ready to go back in the studio sometime soon, but before they do, the smoking hard rock band concludes the three nights of free concerts with a "Boom."

Goo Goo Dolls at Embarcadero Concert Series: The Goos, who are getting ready to go on the road with Bon Jovi, conclude the two-night NFL concert series with a headlining appearance of sorts -- after the Goos, the largest fireworks show to ever hit San Diego is promised.

Sunday, January 26

Dirty Vegas at Montage: The band responsible for the ubiquitous dance hit "Days Go By" celebrates the release of its new mix album with a post-Super Bowl DJ set.

STEVE BALTIN
(January 23, 2003)