Is It Worth Spending $4 Million On A Super Bowl Commercial?

Kia will feature its “Space Babies” commercial during the 2013 Super Bowl and hopes to have the most memorable ad among all automakers. (Photo credit: Kia Motors America)
Immediately after the Baltimore Ravens beat the New England Patriots in the AFC Championship game and the San Francisco 49ers defeated the Atlanta Falcons in the NFC Championship, the talk turned to the “HarBowl,” a rare Super Bowl match-up between head coaches birthed by the same mother.  While HarBowl chatter has yet to subside and will continue to be a topic of conversation until well after the Super Bowl’s conclusion, it has been momentarily been pushed aside for talk of the game within the timeouts of the game – Super Bowl commercials.
Despite the fact that 30-second television advertisements during the Super Bowl sell for approximately $4 million, the game will be streamed online and on smartphones, and many viewers will be staring at their Twitter feeds during breaks in the action, all of the ad space is said to be sold out.  Digital continues to grow, as does the cost to advertise on the Super Bowl, yet demand for the coveted 30-second spot has remained.  Is there a threat of that changing in the near future?
“Demand for ads on TV won’t change, but we will see more creative media buys,” explained Craig Elimeliah, RAPP’s VP of Technology and Digital Solutions to  ”As we move into the future, we will see some synergy between social media like Twitter and networks such as NBC, ABC, and CBS, with tighter synergies where the ad placements will have those social tie-ins.  You may actually see – similar to companion banners on websites – a TV spot with a companion social spot where the person in a commercial actually sends a live Tweet on Twitter while the commercial is airing.  It only takes one brand to do it; I think we will start seeing that next year.”
It will likely be necessary for advertising agencies to build in those social ties to Super Bowl commercials, because the traditional nature of turning on a television to watch the Big Game with buddies and friends simply no longer exists.  Today, it is all about the second screen experience and consuming content provided by others around the world while sharing one’s own thoughts, pictures and video with his followers on Super Bowl Sunday.  Advertisers could label the second screen as a distraction, but ad executives tend to disagree, with a caveat that the advertisement should look and feel nothing like the traditional commercial.
David Steinberg, Founder and CEO of XL Marketing, says that advertisers need to have a greater goal than simply wanting to get the best bang for their buck out of the purchase of a Super Bowl spot.  ”It should be about the caché of a Super Bowl ad, which really drives the digital campaign,” said Steinberg to  ”There are really two ways to go about creating an effective Super Bowl ad – focus on humor or touching the heart of the American people.  If you do it right, peoples’ use of Twitter and Facebook during commercial breaks enhance the value of the ad.  But it should not start and end with reach.  Online, you can buy the same audience you reach at the Super Bowl for less than 25% of that amount.”
It is possible that brands benefit as they would without spending the excessive amount of money on Super Bowl ads, but Steinberg says that those brands need to have an exceptionally creative (and rare) campaign to get the type of caché that comes with a Super Bowl ad without spending the $4 million+.  One practice that he advises against is the all-too-common lazy approach of companies taking their existing advertisements that people have seen and are tired of, and putting them on the Super Bowl.  Steinberg says that strategy is the biggest waste of money.
Overall, the general consensus from advertising agency executives is that the large spend on Super Bowl commercials is worth the price tag…if executed efficiently.  ”Because the Super Bowl is the biggest stage for advertisers to connect with consumers, it really behooves brands to form some sort of connection of affinity – it’s the biggest stage with the most eyeballs watching and these are ads that people aren’t going to miss because they have to go to the bathroom,” added David Angelo, Chief Creative Officer and founder ofDavid & Goliath.  Angelo, whose company has produced spots this year for Kia and describes the company as a “challenger brand,” explains that the rise of digital does not diminish the value of Super Bowl commercials.  Instead, it holds brands accountable for their messages.  ”The social sphere is making it easier for consumers to call B.S. on brands then ever before.  It has given them a platform where they can call you out if they feel like they’re being sold to or you’re not telling the truth or the brand message isn’t fresh.  They’re the first people to say it.”

Crown Royal x Bryan-Michael Cox x Passing The Crown


In business and life relationships are key. While it’s true that your net worth is often tied to your network, a man who’s already found success will tell you your friendships— solid, true and real—are even more valuable than that.

Crown Royal Black and RESPECT Magazine go inside the studio with producers Bryan-Michael Cox, Kendrick “Wyldcard” Dean and Fatin “10” Horton for a friendly reminder that whether in business or life, loyalty between brothers is priceless.

Watch the 4-part “Passing the Crown” video series here!

Listen Up: BMC x @hautechicago

I had the pleasure of talking with Here is the article.

BCox Top-42

With eight grammy wins and some of the biggest R&B hits under his belt, Bryan Michael Cox is undoubtedly one of the greatest producers of our time. He has a distictive sound that has consistantly evolved, and changed the face of music through out the years. This creative sophistication is also very much apart of his perosnal style. We recently spoke with the mega producer about First of December and his take on fashion.

HC: How would you introduce yourself to someone who didn’t know who you are?
BC: I am Bryan (with a Y) Michael Cox…Grammy award winning producer, and songwriter.
HC: Would you consider yourself a fashion junky?
BC: YES!!!!! Absolutely! I am a fashion junky and a recovering shopaholic!
HC: How has music broadened your fashion knowledge?
BC: Music has exposed me to fashion in a more broad sense because of all of the traveling I have done for my career. I was always into whatever was popular locally, stuff like Girbuad Jeans and Jordan’s. Traveling, seeing the world has broadened my horizons, given me more individual style.
HC: Tell us a bit about
BC: I started when I was working Usher’s Raymond-vs-Raymond album. It started off as a blog, then evolved into more of a social media format… Now it is basically an outlet I use to express myself fashion wise, musically, and my everyday life… It’s basically my diary lol
HC: Looking at, I can tell that you are well versed in all things but none so prevalent as your affinity for watches. What is the new HAUTE in mens watches?
BC: Yes! I am a watch collector! I LOVE watches… If I had to pick one watch that is the hottest, I would say it’s the Rolex Yacht Master. I’m usually not a Rolex person, because the Rolex is such an expected brand to have once you get money but the Yacht Master is so versatile, you can wear it with a suit or jeans and T-shirt…it’s just a solid watch. I also am a fan of ANY Audemars Piguet watch…I am an AP FANATIC!!! You can never go wrong with Audemars.
HC: You have worked with some of the biggest artists of our generation. Have you taken any fashion cues from any of the greats (past or present)?
BC: Obviously, we borrow from the Rat Pack…the whole cleaning up nice thing lol… but we also borrow from one another…we are all looking at each other for cues. Jay-Z is looking at Puff, we are all looking at Kanye. We are all inspired by each other.
HC: What’s next for Bryan Michael Cox?
BC: What’s next for me is more music, more creating, and dissecting the business. Now that I have the formula for success as far as writing and producing, I want to work more on discovering and developing the “next big thing”.  The new UsherMary J Blige, or Mariah.. they are legends and no one can ever take their places, but I want to discover the next new crop.
HC: Where can our Haute Chicagoans go to stay up on everything Bryan Michael Cox?
BC: They can go to , @bryan_m_cox on Twitter, and of course they always go

Listen Up: George Lucas Will Donate Disney $4 Billion To Education

Now here’s a person that I would love to sit and have a conversation with. Big up to George Lucas. Pay Attention!

George Lucas is ensuring that the force may be with young Jedis everywhere.

The “Star Wars” director will donate the $4.05 billion he will receive from the sale of Lucasfilm Ltd. to Disney to a foundation focused on education, according to the Hollywood Reporter.

On Tuesday, the Walt Disney Company announced it had paid the huge sum to acquire Lucasfilm Ltd., which produced “Star Wars” and is 100 percent owned by George Lucas himself. Disney also announced plans to release a seventh “Star Wars” film, “Star Wars: Episode VII,” in 2015.

“For 41 years, the majority of my time and money has been put into the company,” Lucas said in a statement on Wednesday. “As I start a new chapter in my life, it is gratifying that I have the opportunity to devote more time and resources to philanthropy.”

The director has yet to disclose which charity will be the beneficiary of the huge chunk of money. But Lucas currently serves as the chairman of Edutopia, a foundation that empowers innovative coursework in schools. The organization is a likely choice, speculates.

Lucas has made other generous donations to show his commitment to education in the past. In a Giving Pledge letter from 2010, he wrote:

“I am dedicating the majority of my wealth to improving education. It is the key to the survival of the human race. We have to plan for our collective future –- and the first step begins with the social, emotional, and intellectual tools we provide to our children. As humans, our greatest tool for survival is our ability to think and to adapt – as educators, storytellers, and communicators our responsibility is to continue to do so.”

Listen Up: Yes We Plan x Planned Parenthood (@PPACT)

I had the pleasure of working with Planned Parenthood on the “Yes We Plan” campaign. This is a matter near and dear to my heart and I was honored when Kristi asked me to be a part of this. Mary J. Blige, Julianne Moore, and Q-Tip. DOPE!!!!

Click here for video.

Listen Up: The Boom Box | R&B Gripes: Producer Bryan-Michael Cox Tackles 10 Fans’ Issues With the Genre

by Nadine Graham


R&B fans have one very valid argument: the genre has abandoned rhythm and blues for hip-hop and house. R&B does seem to have lost its endearing quality — trading stories of love and passion for some of the more tawdry elements of other music categories. Some supporters say that the issue is with specific artists while others dispute that R&B wholly needs a complete overhaul.

Whatever the issue, The BoomBox has compiled 10 gripes from folks and enlisted one of the genre’s most respected songwriters and producers, Bryan-Michael Cox, to address the increasingly pressing matters of R&B.

Bryan-Michael Cox has been a staple in the R&B scene since the late 1990s, working with everyone from Destiny’s Child and Trey Songz to Mary J. Blige and Mariah Carey. The Houston native has been the genre’s King Midas for long enough to witness its evolution. Over the years, he’s racked up countless accolades including a number of Grammy Awards and an induction into the Georgia Music Hall of Fame.

These days, Cox is touring colleges, doing music lectures and workshops as well as logging studio hours with a number of entertainers. The songwriter-producer has been mentoring and clocking time with new artists like Leah LaBelle, Gotham City and Brandon Hines. He’s been busy working on Carey’s upcoming LP and recently heard that a song he and Whitney Houston collaborated on will appear on her posthumous greatest hits album.

“I’m never going to have enough of R&B and I feel like it’s coming back around,” he says simply. “I’m getting all the calls now so I’m glad I didn’t change my tune.”

Find out what Cox has to say when he’s faced with issues surrounding Rihanna, Ne-Yo, Trey Songz and more.

1. Why does R&B seem like it’s lost it’s spice? Folks don’t seem to be taking their time, just mass-producing garbage. — Shanique H., 29, Atlanta

Bryan’s Tune: Look Beyond Label Suggestions
“I believe that true R&B fans feel like R&B has lost its spice because of the true merging of the cultures of hip-hop and R&B. When it first happened in the ’90s, it was such a great thing — refreshing and new. I think now what hip-hop has done to R&B is that it’s allowed R&B cats to be a little more lazy in the production of the records. I also think that the labels are just putting out what they think the people want to hear instead of really listening to what the people want to hear and marketing it properly.

It’s made the whole process a lazy process and the labels don’t want to take the time to market an R&B artist the way they used to. Back in the day we had all the Mom and Pop stores, all kinds of in-stores and all these different things that promoted the music and now we don’t have these things anymore.”

2. Why don’t today’s male R&B artists have more depth than “I’m sorry, I’m a cheatin’ ass ninja/ I don’t appreciate you”? — DeAngelus G., 24, Detroit

Bryan’s Tune: Explore Your Options
“[Laughs] You know what’s so crazy? I think that there was a balance of love in the ’70s — our culture thrived on love. When you think about back in the day, like during the ’70s and ’80s, when love songs were heavy. There was a lot of love, a lot of marriage. I mean of course there was a lot of cheating stuff going on then too, but it wasn’t so saturated. Now the world is about sex and people doing each other wrong. People are selfish and that’s not frowned upon like it used to be. It’s almost like you expect it and nobody should expect to get cheated on but that’s just the world we live in right now and in order to change that, it starts with the creative process. Injecting what Al Green injected back in the ’70s, what the Isley Brothers injected in the ’70s, that’s what I think will bring love back into our music.

There are artists out there that have depth. There’s Anthony HamiltonMaxwell,D’Angelo‘s back, Frank Ocean. So I think it’s possible, but for popular artists, the label kinda controls that. Even Trey Songz has some depth, like “Heart Attack” has some depth to it but all you hear now is [his song ‘2 Reasons’], ‘I came for two reasons…’ and that kind of record kinda outshines the record that actually has some depth to it.”

3. “When will R&B go back to being about more than sex and “someone did me wrong”?– E. Isis A., 28, BrooklynN.Y.

Bryan’s Tune: Check and Demand a New Melody
“I think that we’ve become so caught up in chasing the club record that we’ve lost the depth and then when anyone does try and put depth into a record they typecast it as neo-soul. I think an R&B artist like Miguel gives you depth but it goes back to the labels again — they pretty much control what the masses hear. If the public wants to hear depth, the public has to demand it.”

4. Why is that, with a lot of bigger R&B artists, there seems to be less of an emphasis on the live show? — Jahshua S., 26, Detroit

Bryan’s Tune: Hold Artists Responsible
“That’s a great question. I think that’s because now there are so many ways to get to an artist. You have Twitter, YouTube, Facebook. I think social media has a direct reflection on why there’s less of an emphasis on a live show because I don’t think these artists care. Like, ‘You can see me everyday. Anytime you wanna see me.’ So when they go live, it’s like, ‘Yeah, we’re gonna perform a song.’ But I don’t think they want to take it to the next level.

I was talking about R. Kelly the other day and I think people forgot how great R. Kelly is. I remember going to a couple of his concerts while he was on tour and R. Kelly puts on a real show like, he’s a performer, he’s a dancer, he does skits and impressions. When he was on the tour, he did a whole Stevie Wonder set, where he had dreads, was playing the piano, he had the glasses on and he did a whole 15 minute set of Stevie Wonder songs. I think that if we wanna sell records again, if we want R&B to be a mainstream genre again, we have to demand more from our artists. We have to give more to our fans. Especially live. I hope there’ll be an emphasis put on live shows in the future.”

5. Why or how did Trey Songz become so terrible? “Bitches & the drinks…” C’mon! — Johnny Jones, 30, Durham, N.C.

Bryan’s Tune: Open Your Mind to Other Dimensions
“Wow [laughs]. First of all, I don’t think Trey Songz is terrible. I think Trey Songz is serving supply and demand. I think that he’s efficiently getting his mainstream fans — the fans that buy his records — what they want. I think he’s trying to find his balance though because you know, he has records that have depth to it like, “We Can’t Be Friends,” “Last Time.” He has some depth that sell records and tells stories. I just think that he’s servicing an audience with the big records like, “Say Aah” and “I Invented Sex,” I think that “2 Reasons” is servicing that one lane along with the balance, because you can’t be one-dimensional. I think Trey Songz is trying his hardest to be a multi-dimensional artist.

6. When will the mainstream get back to focusing on songs that are timeless in everything from the production to the lyrics? A lot of music now is so overt, I want to change the radio station when the kids are in the backseat.” — Soyini Thwaites, 33, Atlanta

Bryan’s Tune: Look for Lyrics of Love
“I agree with that. I feel like what’s happening in music now is that we’re leaving nothing to the imagination. Everything is so direct. So blunt about what’s going on. You have a 4-year-old singing [Rihanna‘s] ‘Birthday Cake’ and that’s crazy. But these are the times we live in. I think it’s up to us to keep injecting positive lyrics, keep injecting that love and that storytelling and I think eventually it will all pan out.

I think with storytelling, we have to keep pushing the envelope. Myself, Rico Love,PharrellJohnte [Austin]Adonis — the main writers in the business — we have to keep pushing the envelope with our storytelling and hopefully people will like it. People are scared to do that because a lot of artists try and do things like that and it doesn’t really come off as it should. So hopefully it’ll come back around.”

7. When’s the last time you heard a song classified as R&B actually be soulful rhythm and blues instead of pop? Too many people are trying to crank out hits instead of masterpieces and as a result no legendary artists are emerging. How do we remedy this?” — Majida Sharriff, 30, BrooklynN.Y.

Bryan’s Tune: Make R&B Pop
“Here’s the question: What is pop? I think that people generalize that question and they use that word as an excuse. ‘Pop’ only means ‘popular genre,’ so for example, [Usher‘s] ‘Burn’ and ‘Confessions’ were the No. 1 pop records in 2004. Those records are R&B. So in 2004, R&B was the popular genre. Now, people think pop, they think LMFAO but pop is not a genre, that’s dance music. That’s one of the popular genres, that’s why whatever’s at the top of the charts can be called ‘pop’ but that’s not really ‘pop.’ Pop can be anything. Country music can be pop.

What the question should be is: When will an R&B artist stick to R&B and stop trying to do the genre of the moment? The last time I heard a song that was actually R&B and not just the popular genre of the moment was Miguel’s ‘Adorn’ record. I think that record is one of the best records out right now. That new Elle Varner record, ‘Refill,’ is an R&B record. She’s not trying to mix. It’s not pop, it’s a ballad. Brandon Hines’ first single that we just put out, ‘Yes You Are,’ is R&B. I think that we’re still making it, we just have to make it a popular genre again.”

8. Why is it that R&B is so far removed from the love? Nowadays it’s all about getting you drunk and taking you home. Most R&B sounds damn near just like rap, the guys can’t really sing and I’m just not impressed. There are ways to talk about sex without just throwing in my face, you have to finesse the goods, not just take them! — Akira W., 30, Atlanta

Bryan’s Tune: Go Deeper Than Rap-Inspired R&B
“I think R&B directly dictates what moves our culture. Today, more R&B artists are prone to the hip-hop culture than they are to the R&B culture so most R&B artists are chasing club records to get that instant gratification of seeing people respond to their records in the club and a lot of times those club records can grow to be number one hits.”

9. How can we make it to where I don’t have 12-year-old girls in my class singing “Birthday Cake”? Rihanna is successful because the right people got her into the the right songs, but when will we have more strong black women besides Beyonce representing these days? — Shania Jaber, 29, Long IslandN.Y.

Bryan’s Tune: Help the Stars Shine Brighter
“I just think that they have to step up more. I think that we have to have labels lead in the signing of more artists like Beyonce or Jill Scott, or even Kelly Rowland. And allowing these artists to sing what they want to sing. Singing what’s from their heart. Like I said, every record has its place. ‘Birthday Cake’ has its place. We can’t just condemn it.

Everything has its place in R&B but… what are we defining as R&B? Beyonce is an R&B artist — she’s one of the most popular ones. We just need to continue making R&B stars popular and at the end of the day, that’s really the bottom line. That are artists out there that have it. There are artists out there who can sing their tail off. The Fantasias, the Kellys… We just have to make them popular. We have to make their songs popular. And it’s up to the fans.”

10. Why does Ne-Yo want to be Michael Jackson so badly? It really hurts the music & presentation.” — Kwame J., 21, Winston-SalemN.C.

Bryan’s Tune: Delve Deeper Into Influence
“Well, you know, I think every artist in some way, wants to be MJ. You know what I mean? I think that’s just an opinion. I think that Ne-Yo is one of the strongest R&B artists out right now. He’s actually, to me, more like Babyface than Michael Jackson, because he’s an incredible songwriter, producer and his lane is that lane. He dances, he does performance things too and I think that’s really where the MJ comparison comes in at but to me it’s more like a Babyface. Ne-Yo’s great and I don’t think he’s hurting, but actually what he’s doing is helping the music business, or helping R&B become more popular, personally. So I don’t really agree with that.”

Check It Out: Kendrick Dean (@kendrickdean) x Microsoft (@microsoft) Music Workshop, sponsored by SESAC (@sesac)

Come learn something!!!

Make sure you come and join us tomorrow for Kendrick’s Music Workshop at the Microsoft Store in Lenox Mall, ATL. Last month we had a blast. Now you have been informed, make sure you get there!!!!!




Listen Up: BMC challenges celebs to give back more

Check out this article via

It takes only a few seconds for a celebrity to write a check in the amount of hundreds, thousands or even millions for a charitable cause but it takes the giving of weeks, months and years to truly make a significant difference in one’s community. It is the latter level of commitment that Grammy Award-winning songwriter/producer, Bryan Michael Cox (Mariah Carey, Usher, Mary J. Blige) gives to his causes including 100 Urban Entrepreneurs and The Travis Best Foundation.

“People give money all the time but it’s different when you give your time and are in the thick of it with the people,” he noted. “They can see you and feel your voice and gain something from that.”

Indeed many youth are benefitting from Cox through his participation in 100 Urban Entrepreneurs, a non-profit organization that helps identify, finance and mentor entrepreneurs from economically disadvantaged communities. Cox supports the organization by touring the country serving as a judge at business pitch events and mentoring the program’s participants. For Cox, sharing his wisdom with youth is driven by the challenges he endured in his own career due to a lack of mentorship, and a belief that it is the responsibility of successful people of color to give back.

“I started a company at 16 years old and didn’t know what I was doing or even look at it as a real company. Being young and Black nobody taught us that growing up,” he recalled. “Now we have wealthy Black people in the urban music world and it’s our duty to teach the young people growing up about acquiring and keeping wealth. They need to learn how to build a legacy for their family. We need to instill that in our kids.”

Cox is also helping to foster youth’s creative skills through The Trevor Best Foundation, a non-profit founded by former NBA player Travis Best that helps underserved youth through arts and athletics. Each year at the foundation, Cox teaches workshops in music production, songwriting, music business and publishing. For his services to both non-profits, Cox recently earned the Inspiration Award at the 2012 SESAC Pop Music Awards. Yet the greatest gift for him is the inspiration he receives from youth to avoid complacency.

“You can get stagnant when you make money but these young people get you back in the learning mode ‘cause they are like sponges. It puts me in mindset that I cannot stop learning and moving forward,” he said.

That renewed sense of drive is transferring over into Cox’s career as he seeks to develop new business models in the music industry and to discover the next Usher or Mariah Carey. While Cox, commends the philanthropic contributions of celebrities such as producers Swizz Beatz and 9th Wonder, he ultimately hopes that other celebrity’s will also give back more in time and not just money.

“Writing a check is easy when you have money to do that. It’s harder to give time when you are really hectic but money comes and goes. Money ain’t s***. It is about giving your time too.”

Souleo Enterprises, LLC is the umbrella company that creates, produces and curates media content, events, exhibitions and philanthropic projects by founder, Souleo. Presently Souleo Enterprises, LLC is creator/producer of the adult LGBT, financial literacy and arts programming for the New York Public Library taking place summer 2012 seen here.

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