How The Super Bowl Halftime Show Comes to Life w/ Bozoma Saint John

The Super Bowl Halftime Show has become one of the most watched and culturally iconic stages in live entertainment— now it's time to find out what it really takes to make it happen. Marketing executive Bozoma Saint John joins Kristin Robinson on Billboard On The Record to pull back the curtain on the Super Bowl Halftime Show, from booking superstar talent like Beyoncé and negotiating with artists and brands to coordinating with the NFL and Roc Nation. Saint John shares how she convinced Beyoncé to take the stage and reflects on her experience blending music, sports and culture to create unforgettable moments. She breaks down the logistics and precision required to deliver those 13 unforgettable minutes—from rehearsals and stage builds to balancing sponsorships and artist priorities — offering a rare inside look at what it takes to make the Super Bowl Halftime show a spectacle of music, culture and strategy.

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Billboard On The Record is a podcast in partnership with SickBird Productions. 

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