Even if you knew in advance about the deal that ARCADE FIRE cut with the NFL Network, it was still really odd -- during a Super Bowl geared towards showcasing fogey rock -- to hear "Wake Up" nearly once a commercial break. Arcade Fire frontman (and former Porter Square shoe salesman) WIN BUTLER allowed the cable-network arm of Jock USA's largest corporate entity to use the band's signature hit to hype such upcoming indie-friendly programming as .