Busta Rhymes, Featuring Rah Digga, Q Tip, 98 Degrees, Mobb Deep and More Kick Off NFL Under The Helmet Concert Series at Super Bowl XXXIV.

Sports/Entertainment Editors and Music Writers

ATLANTA--(BW SportsWire)--Jan. 11, 2000

Performances Part of the Week-Long Coca-Cola Presents

the NFL Experience in Atlanta

For the first time, the National Football League will present superstar musical talent at its popular football theme park, Coca-Cola Presents The NFL Experience, to expand fan opportunities during Super Bowl XXXIV festivities in Atlanta.

An extension of the NFL's popular Saturday football and music program on Fox Television, the NFL Under The Helmet Concert Series, will kick off at 8 p.m. at the Georgia World Congress Center, Hall B, on Thursday, Jan. 27, with Star 94 presenting chart-topping pop sensation 98 Degrees.

Continuing at 8 p.m. on Friday, Jan. 28, Hot 97 presents the Violators: a collection of platinum and gold-selling rappers including Busta Rhymes (featuring Rah Digga), Q Tip and Mobb Deep.

"The NFL Under The Helmet Concert Series marks the evolution of the NFL's effort to provide its wide, diverse fan base with exciting entertainment in a football setting," said David Newman, vice president of marketing and events for NFL Properties.

"Music and the NFL have been intertwined for years and we're pleased to attract talent such as Busta Rhymes and 98 Degrees to appear in the first concerts at the Coca-Cola Presents The NFL Experience."

The NFL already has actively incorporated popular music into various promotional activities including the booking of recording artists to perform on the aforementioned "Under The Helmet" television program; to sing national anthems and/or halftime and pre-show performances in stadiums; and as beds for the NFL's Feel The Power television commercials.

Concerts have been staged at previous Super Bowls, but the NFL Under The Helmet Concert Series officially puts the musical performances under the NFL Super Bowl promotion and marketing umbrella.

"I'm a one-of-a-kind performer, so it just seemed natural to have my NFL debut at the biggest sporting event in the world; the Super Bowl is going to get a little Busta Rhymes flava," explained Rhymes, who has scored three platinum-plus albums ("The Coming," "When Disaster Strikes" and "E.L.E.-- The Final World Front"); three Grammy Award nominations; a clothing and shoe line called Bushi; a writing and directing deal with HBO; his own Flipmode record label (the "Flipmode Squad" CD is gold and that group's female rapper, Rah Digga, has an album out on April 4); and a co-starring film role in John Singleton's "Shaft" with Samuel L. Jackson. "Anarchy," his fourth solo album, will be released July 4.

Supergroup 98 Degrees arrives at the Super Bowl after one incredible year. Its latest multi-million selling CD, "98 Degrees and Rising," produced a slew of hit singles including "Because of You," "The Hardest Thing," and "I Do (Cherish You)."

Recently, the singing group got extra points when "This Christmas" (certified platinum after just one month) joined "98 Degrees and Rising" on the Billboard Top 200 Album Chart, making two albums in the Top 30.

Q Tip is an avid sports fan. Coming off the catchy No. 1 hit single, "Vivrant Thing," the rapper commonly known as the Abstract Poet, is a former member of the classic five-times gold and platinum hip-hop group, A Tribe Called Quest. He recently released his first solo album, "Amplified," and a new single, the radio/dances spinner, "Breathe and Stop."

Prior to the NFL Under The Helmet Concert Series performance, Q Tip will complete his role in "Prison Song," a political film that he co-scripted with director Darnell Martin ("I Like It Like That").

Rounding out the Violators rap bill on Friday are Queens, N.Y., rap duo, Mobb Deep, featuring Prodigy and Havoc. Two albums ("Infamous" and "Hell on Earth"), featuring rap chart hit singles, have secured Mobb Deep consistent gold-selling status and the love of music critics.

Said Prodigy of their participation in the Super Bowl activities, "First of all, I'm happy to be a part of the Super Bowl; it's great for football fans to be accepting of our music."

Tickets to the NFL Under The Helmet Concert Series are now on sale and can be purchased at Ticketmaster outlets by calling 404/249-6400 or online at ticketmaster.com. Tickets are $35 each, with a limited amount of $45 VIP tickets remaining. Tickets purchased by phone and at the outlets are subject to a Ticketmaster service charge.

Concert goers who purchase a ticket to the NFL Under The Helmet Concert Series through Ticketmaster also will have the opportunity to buy a special $5 ticket in advance (available for adults and children) to attend the Coca-Cola Presents The NFL Experience on Thursday and Friday at 4 p.m.

Coca-Cola Presents The NFL Experience takes place in conjunction with Super Bowl XXXIV, which will be held on Sunday, Jan. 30. Fans who attend Coca-Cola Presents The NFL Experience can test their skills in a variety of football attractions in which they can run, throw, punt, kick and pass; just like the pros.

Tickets to Coca-Cola Presents The NFL Experience are now on sale and can be purchased through all Ticketmaster outlets by calling 404/249-6400. Tickets are $15.00 for adults and $10.00 for children 12 and under, and permit entry for a particular day and time. Tickets purchased by phone and at the outlets are subject to a Ticketmaster service charge. Tickets are also available at the gate beginning Jan. 27. Fans may stay in the theme park as long as they want, but re-entry is not permitted.

Proceeds from the ticket sales to Coca-Cola Presents The NFL Experience will be donated by the National Football League to the NFL/Youth Education Town in Atlanta, a multi-faceted educational and recreation facility designed to improve the academic and physical fitness, as well as job-related skills of at-risk youth.

Established in 1993, YET Centers are the living legacies created by the NFL for Super Bowl host cities. The Atlanta facility, located in the Summerhill neighborhood, was constructed following Super Bowl XXVIII. Money generated from this year's NFL Experience will go toward the endowment and expansion of the Atlanta YET program.