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Larry Callahan and Selected of God, ‘Born of Fire’

By Puakea Olaisha Anderson
Special to the Michigan Citizen

Larry Callahan

Larry Callahan

Emmy winner Larry Callahan and the Selected of God (SoG) choir, best known for their performance for the Chrysler 200 commercial “Born of Fire” during the 2011 Super Bowl, have made a huge impression on Chrysler.

Selected of God choir delivered a soul-stirring rendition of Eminem’s “Lose Yourself” during the spot.

“We enjoy partnering with companies that have contributed positively to either Detroit or Michigan’s economy by providing much needed jobs, or organizations that have an interest in supporting the health and well-being of the community,” says Callahan.

Callahan and Selected of God choir released Nov. 13 their CD “The Evolution II,” which topped the Billboard Gospel charts and sold out in a matter of six hours across the world.

“The CD is banging and reaching people all across the world,” says Callahan. “It’s so overwhelming. I never knew people around the world would want my CD.”

Callahan began his choir over 12 years ago with three people in his mom’s living room. The venture has evolved into a choir of 33 and with a seven-piece band.

Chrysler has invested in SoG and they have performed at venues all over the world. Since SoG’s performance for the 2011 Super Bowl commercial, Chrysler has paid back the $7.6 billion dollar bail out loan from the U.S. government.

The automaker forged a partnership with Eminem’s publisher, 8 Mile Style, to release the choir’s version of the rapper’s 2012 hit “Lose Yourself.”

Proceeds from the song’s iTunes sales will go to local charities.

Oliver Francois, president and chief executive of Chrysler, says: “The Chrysler brand is firm in its commitment to the city of Detroit and we would like to continue to extend the generosity and goodwill generated for the ‘Imported from Detroit’ campaign … The new rendition of ‘Lose Yourself’ is very moving; it is meant to inspire the listener from within and perfectly captures the emotion felt in the ‘Born of Fire’ commercial.”

Generosity is the key word here; Chrysler has enjoyed a 141 percent increase in sales since the Super Bowl. Wise in their innovative approach and marketing tactics its safe to say that Chrysler, with the help of Callahan’s collective, is carving out a new approach for big business marketing.

SoG did not stop there. Corporations with Michigan roots have approached the choir for public and private events. These businesses include DMC, Garden Fresh Salsa, Whole Foods Market, The American Cancer Society, AT&T, The American Heart Association and Hungry Howie’s Pizza.

Chrysler will also feature Larry Callahan and SoG in their holiday commercial campaign slated to air from November to mid January. “Everything is coming back to back and it’s so humbling. We are booked up through December of next year. We have a video coming out for Christmas that we did at Second Ebenzer, and we will be at the Stellar Awards Jan. 19, in Nashville, Tenn.”

For more information about Larry Callahan and SoG, visit


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