The Super Bowl halftime show is talked about just as much as the game itself and this Sunday, some of what viewers will see was created in Music City.
LMG Design Studio in Nashville has spent the last eight months working to make Madonna's performance dreams a reality.
Industry veteran Ken Gay heads up the studio. He has worked with artists like Cee Lo Green, Drake and Dolly Parton in the past year alone.
"To the world stage to world tours, those kinds of things get dreamed up here in Nashville," Gay explained.
The studio on Broadway is designed to provide a hands-on environment for clients to brainstorm and discuss creative ideas with the latest live entertainment technology.
"What you see in the studio are replications of different pieces of technology that allow you to see a small snippet of what it could be on a larger scale," Gay continued.
While Gay will be working Sunday, he is anxious to see his work come to fruition.
"Super Bowl, for me, is about eight months of my life played out in 12 minutes," he said.
LMG Design Studio, based in Orlando, has been working with the Super Bowl production for several years.
He said his most significant job was working with The Who in 2010. His production received an Emmy nomination.
This year, Gay says, is bound to impress.
"Last year, the LED outfits that you saw were the contribution, but this year, it's going to rock some people. It is an over-the-top show. It is the world stage and Madonna is going to deliver," Gay said.
LMG Design Studio officially opened its location on Broadway in Nashville in December 2011.
To learn more about LMG Design Studio and what they do, visit LMG.net.