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The term “entrepreneur” generally refers to someone who starts a company. But it applies best to those who create businesses that are difficult to clearly define. Betty Levy fits squarely into the latter category.
A veteran of the music industry and founder BCL EntertainmentLevi has held many roles from event producer to brand strategist to CEO. Their work spans from corporate events featuring A-list talent to high-level brand partnerships between major companies and cultural icons.
In short, she’s a celebrity matchmaker – not just for dating. If a brand wants Ludacris in a JIF campaign, Busta Rhymes at a launch party, or the New Kids on the Block at a private party, Levi’s is your woman. Now, she’s ready to share her story in hopes of inspiring others to forge their own unconventional paths.
A proud alumnus of Boston University, Levy always believed she would one day start her own company. But like most college students, he didn’t know every detail. She knew that she loved music and live events.
That passion led him to pursue an internship at Sony Music during college, which helped him clear his path.
“It brought all my interests together,” says Levy. “And having that corporate experience was very important.”
Levy continued to build his resume in the music industry, starting his career at Columbia Records after graduating from college, followed by Epic Records. When Sony Music CEO Don Lenner left the company to launch IMO Entertainment, Levy was asked to join.
“I went from the big building at 550 Madison to a rooftop in the Village,” she recalls. “I was learning about the startup world now.”
At IMO, Levy was tasked with generating new business for the company.
“It gave me the freedom to try new things,” she says. That freedom translated into constant cold calls and emails in search of the next partnership. “I was reaching out to companies that I thought would be great to work with in this new production and label area,” explains Levy. This process reinforced a lesson that would shape her career: with persistence and strong communication anything is possible.
Time mattered. The levy was arriving as voicemail was disappearing and email and text had become the dominant means of business communication. Expressing one’s point clearly and convincingly in writing became one of the most important skills behind his success.
Image Credit: BCL Entertainment
building a foundation
Having worked at both an established corporation and a fast-growing startup, Levi had the tools to pursue his long-term goal of starting his own business. But she was thoughtful about the process.
“I didn’t want to start a company and immediately send out emails promoting myself and my business,” she says. “I wanted to build relationships and grow a customer base from the ground up. I knew in my heart that eventually I would expand to the point where I would be ready to talk about it, but I had to do a lot of work first.”
Levi knew from the beginning that authenticity and a personal touch would be the foundation of his company.
“I remember someone asking me, ‘Where is your staff of 50 people and your office on Madison?'” she recalls. “Sixteen years later, there’s still not that environment.”
Today, BCLE works with actors, artists, athletes, and everyone in between in nearly every corner of the entertainment industry.
“We take a very hands-on approach to finding the right talent for what the client is looking for,” explains Levy. “Whether it’s an event or a partnership, the process is the same.”
Thanks to his time at Sony and IMO, Levy entered entrepreneurship with pre-existing celebrity relationships — but BCLE was far from an overnight success.
“We started with small projects, leveraged existing relationships and grew from there,” she says. “It’s not like we were doing massive bookings for huge fees on day one.”
mass distribution
Today, BCLE works on two primary fronts: partnerships and programs. On the partnership side, Levi’s has helped craft deals like musician Darius Rucker’s multi-league apparel line with Fanatics.
“This line started as a collaboration between Darius, Fanatics, and the NFL across all 32 teams,” says Levy. “Over the past few years, it has expanded from the NFL to all 30 MLB teams and the NCAA. We just launched the NHL in the fall of 2025, and we will continue to grow. Look for more exciting news in 2026.”
That side of the business lies in relationship-building and a deep understanding of the brief. The events, although focused on a similar goal, come with a completely different set of demands.
“This is everything from venue procurement to logistics, set production and decoration,” explains Levy. “You have to think about the message you’re trying to convey. For example, if it’s a fundraising event, how do you motivate people to donate?”
For Levy, success at events depends on teamwork and passion for detail.
“You can’t leave anything out,” she says. “One missing element can cause a catastrophic domino effect.” Behind every carefully designed celebration, branded shoot, or charity initiative lies a mess that most people never see. “There’s this perception that it’s a big party,” she adds. “That perception is because I love what I do and what I’ve created. The reality is I answer my phone at three or four in the morning and maybe sleep for an hour or two.”
Levi’s influence extends far beyond the events he produced. She is deeply involved in the issues that matter to her, partnering with organizations such as Room to Read, Dolphin Cancer Challenge, and the Pace Women’s Justice Center.
“At my core, I love making people happy,” she says. Whether she’s turning around a project with barely any lead time or managing months of production from first brainstorming to curtain raiser, the work is driven by one thing: the joy it provides. “I love being on site and seeing it all come together – seeing the joy it brings,” she says.
Corporate, private, or charitable, every event matters. And for Levy, doing the job well – and doing good in the process – remains the goal.
The term “entrepreneur” generally refers to someone who starts a company. But it applies best to those who create businesses that are difficult to clearly define. Betty Levy fits squarely into the latter category.
A veteran of the music industry and founder BCL EntertainmentLevi has held many roles from event producer to brand strategist to CEO. His work spans from corporate events featuring A-list talent to high-level brand partnerships between major companies and cultural icons.
In short, she’s a celebrity matchmaker – not just for dating. If a brand wants Ludacris in a JIF campaign, Busta Rhymes at a launch party, or the New Kids on the Block at a private party, Levi’s is your woman. Now, she’s ready to share her story in hopes of inspiring others to forge their own unconventional paths.
