How BCL Entertainment Connects Top Talent with Brands

BCL has worked with Erica Roberts from Publicis, now CCO at BBH, many times over the last 15 years, and they’ve built up a trusting relationship.

“BCL Entertainment facilitates more than just talent negotiation, they facilitate the entire process—from talent/partner concepting and outreach all the way through to production. It’s a level of end-to-end involvement you don’t see in this space, and it makes all the difference in the work,” Roberts told ADWEEK.

“Creatives feel like their ideas are being more properly represented and the talent / partners know BCLE always has their best interest in mind. So by the time the director yells, ‘Action,’ everyone’s feeling good about being a part of the project.”

Roberts said that Ludacris was all in for every step of the production, and his willingness to go the extra mile was a testament to how deep Levy’s relationships are with artists. 

“She knew Ludacris loved Jif before even reaching out to him, and that love brought a level of authenticity to his performance that the audience felt,” said Roberts. 

Roberts and Levy have also worked on projects for Folgers with Trombone Shorty and Joan Jett, Meow Mix with JC Chasez, and CVS with Renee Elise Goldsberry.

“While each project was very different in tone and scale, BCLE’s approach was always the same—partnering from the start to find talent with a genuine affinity for our brands and then seeing the project through to delivery and beyond,” said Roberts.

Darius Rucker and Fanatics

BCL Entertainment’s latest project is with music star Darius Rucker and sports apparel company Fanatics.

In 2020, Levy and Fanatics were talking about future plans, and the brand mentioned that they wanted to start a men’s clothing line led by a celebrity. Rucker’s name came up because he is a big sports fan, and it was “game on,” according to Levy.

The initial line was with the NFL, which now has all 32 teams with 23 styles. It has grown to add Major League Baseball and the NCAA, with over 20 schools so far.

“[Rucker] wanted to be integral in the design and promoting it, and making an authentic line to him… it’s four years later and we’re still adding leagues and teams, and it’s based on his drive to make this the best it can be,” said Levy.

Now Rucker is behind the line of NHL apparel, “Darius Rucker X NHL – Fall 2024,” a team shop exclusive featuring roughly half the league’s teams and 15 styles.

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