ICC World Cup 2011 had a music(may be flute) played during the matches.

Its Colgate's 2011 ad with Shahid Kapoor, Genelia D'Souza and cricketers Sehwag and Gautam Gambhir
http://www.youtube.com/watch?v=qBkb_upRojI

I feel it had power to keep the crowd alive.