Latrell-James-Boyd
Jun 13, 2017 • By

The voice behind “Good Goes Round”

When 27-year-old Latrell James Boyd was approached by a friend to record a music demo for Cheerios, he looked at the song’s lyrics first, written by 72andSunny – the brand’s creative agency partner.

“That was really the turning point for me, when I got to read the lyrics. They’re something people can relate to,” says Boyd. “I’ve got five siblings and I’ve seen them all sit at the table and eat Cheerios. So, the song has things I could see and connect with.”

We can’t get the result of Boyd’s work, the “Good Goes Round” anthem, out of our heads.

SEED to the OAT to the O on that TABLE for TWO

BABY and MOMMA sit down for that FIRST FINGER FOOD

START with the GOOD and the GOOD will come straight back to YOU

GOOD goes AROUND and AROUND and AROUND

The song and video were recently posted to the Cheerios YouTube channel.

In April, 72andSunny reached out to Brew House Music who contacted 30 or so artists. Boyd was one of them, associated with Gratitude Sound in Boston.

He submitted for consideration a demo featuring just his voice and a piano.

“From when we first heard his demo, he just kind of jumped out of the speakers at us,” says Matthew Carey, creative director at 72andSunny. “He was pouring himself into it and that’s why it turned out the way it did, because he was approaching it from an authentic and genuine place. We were calling him ‘a walking Cheerio’ throughout this project because of all his positive energy.”

Good-Goes-Round

His unique take on the lyrics, with a catchy melody, made it easy for the Cheerios team to love what they heard and select him for the project.

“It felt really right the first time we heard Latrell,” says Susanne Prucha, business unit director for Cereal at General Mills. “The way he interpreted the message behind “Good Goes Round” was so real and authentic. His voice and style are a great fit to help us show how the simple act of starting your day with Cheerios can be the spark for spreading good throughout your day.”

You’ll start seeing “Good Goes Round” in a variety of places, with a variety of versions of the song. The campaign presents Cheerios as “an earth grown source of positive energy that represent a virtuous circle, proving when you eat good food, you feel good, you do good things, and it all comes back round,” according to 72andSunny.

“People connect to the emotion of a voice and that’s what I try to do,” Boyd says. “That’s my full focus on everything, taking words and adding meaning to them.”

Boyd collaborated with 72andSunny and Brew House Music to produce the final version of the song. They made it at The Record Co., a non-profit recording studio in Boston used by many of the city’s up-and-coming music performers and producers.

“Latrell was a standout from the get-go,” says Tim Lincoln, creative director and co-owner of Brew House Music. “Most of the structure of the final version of the song came out of his initial demo.”

While refining and recording the song, Boyd also watched several video scenes that 72andSunny shot that would ultimately be paired with the music, so the reality of the scope of the entire “Good Goes Round” campaign sunk in.

“Absolutely amazing,” says Boyd. “I think it made me even more excited to be involved with it just because of the unity shown in that piece, with every walk of life represented in it. My mom cried when she saw the video.”

Latrell-James-Boyd

Latrell James Boyd records the “Good Goes Round” anthem at The Record Co. in Boston, while the video for the campaign plays on a monitor nearby.

Boyd told us that having Cheerios select him to record the song has given him confidence for the next stage of his music career.

“I think every artist has self-doubt about what they do. This just gave me the assurance that I should continue doing what I’m doing,” he says.

Good-Goes-Round

The team behind the “Good Goes Round” anthem. (Left to right) Kerli Teo (72andSunny), Bryan Hinkley (Gratitude Sound), Tim Lincoln (Brew House Music), Tim Grover (72andSunny), and Matthew Carey (72andSunny).

And perhaps Boyd was meant to be connected to Cheerios for the brand’s “Good Goes Round” campaign.

Maybe it was years in the making.

“I just remember doing Cheerios projects for school, back in kindergarten. Like where you draw a face on paper and glue the Cheerios on it,” he says. “This is cool to come full circle, a bunch of years later.”

Media: Download the “Good Goes Round” anthem on our SoundCloud page.

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  • http://bostoncontentstrategy.com/ Georgina

    This is such an inspiring project. Thank you for breaking down all of the steps and wonderful creatives it took to put together a commercial that truly resonated with our entire office.

    Georgina Castellucci from Boston
    http://bostoncontentstrategy.com/