A Dorchester artist is Cheerios’ new voice
Latrell James Boyd – stage name Latrell James – lent his voice and music production skills to a new commercial for Cheerios that will air on televisions nationwide and on movie screens ahead of premieres. Already, it is making waves (of milk) on social networks.
The one-minute commercial, titled “Good Goes Round,” and published this week, features a montage of multicultural families and children gobbling spoonfuls of oatmeal cereal while mostly playing with their food.
For Latrell, an artist from Dorchester well established in the local music scene, this could lead to greater exposure.
“I never even thought I’d be doing an ad – and who would think I’d be part of such a big campaign on my first try?” Said Boyd, 27. “I thought local and small first, but you never know until you try.”
Boyd, a 2008 graduate of New Mission High School in Boston, said the opportunity to be in national publicity seemed to fall to his knees.
A friend in the industry pitched the idea to Boyd about two months ago, and it all worked out from there, until the final production of the catchy song.
âThings move extremely fast in the advertising world, I learned,â Boyd said with a laugh.
He said General Mills first sent him the lyrics and suggestions on what kind of sound they were looking for. The rest, they left it to him.
âThey told me exactly what they wanted with it and that they wanted it to connect with people on an emotional level,â he said.
Inspired by artists like Chance the Rapper and Andre 3000, of OutKast fame, Boyd got to work. He sat down with a friend and the couple created a track before adding the lyrics to Cheerios, but with a personal touch.
In the end, Boyd’s first attempt to create the music for the commercial was the last: the company ate what it had to offer.
âI defined it the first way I thought it would work with the lyrics, and my gut was the right gut, which was pretty cool. The best thing to do is follow your gut, I guess.
Boyd, who is working on a solo album, said when he saw the video edit his song would be tuned to, he felt even more confident that he was part of the publicity.
âAt a time when I feel like the country feels divided, to show people of all colors, races and backgrounds togetherâ¦.â Who wouldn’t want to be a part of something that grows to positivity and unity? â
As for doing more commercials in the future? If he’s feeling good in his guts, Boyd will bite.
âIt’s a way to stay relevant and also to get paid,â he said. “So there you go. I’ll definitely keep doing it if that makes sense.