Madonna will perform in the Bridgestone Super Bowl XLVI Halftime Show on NBC, a press release announced Sunday.
The announcement that the Grammy Award-winning artist will perform midway through the Feb. 5, 2011 game was made during the last Sunday Night Football game on NBC, the press release said.
Madonna will collaborate with multimedia artists from Moment Factory, the press release said.
“Our team is comprised of artists whose expertise ranges from software development to motion design and all of us are absolutely delighted to be working with an artist whose creativity continues to astound us. Moment Factory always looks to engage audiences with something they have never seen before, and we are certain that this show will thrill spectators,” Sakchin Besette, Partner and Creative Director of Moment Factory was quoted as saying in a Tuesday press release.
Eric Fournier, Partner and Executive Producer of Moment Factory, was quoted as saying in the press release that this will be the first time his team works with Madonna and NFL, and that his team is excited to create the best entertainment for fans who will be watching.
Moment Factory’s production of the halftime time show will be its most recent work.
Moment Factory is renowned for creating extraordinary visuals for artists who returned to Las Vegas, such as Nine Inch Nails and Celine Dion, the press release said.
Founded in 2001, with its headquarters in Montreal, the team is made up of 60 artists; technologists and visionaries.
The company has also completed over 300 projects for its clients, such as Disney and Microsoft, the Tuesday press release said.
Madonna will also team up with Cirque du Soleil and Jamie King, the Sunday press release said.