To contact Jordan or other members of the youth advisory board, email them at youthadvisoryboard @ ypulse.com, or simply leave a note in the comments below.

Super Bowl Ad Roundup: The Winners And Losers Among Millennials

This year, Super Bowl ads reportedly cost companies an average of $3.5 million for a 30-second spot, but was it worth it? As a teenager that only watched “The Big Game” to see the commercials, only a dozen or so ads really appealed to me. Those select few, however, made me laugh out loud. Here are my top picks for Super Bowl commercials, and my thoughts on their ability to reach their target audience.

#7 Doritos “Slingshot”

People were still talking about this ad in school on Monday. It appeals to everyone, from mischievous little boys (who love Doritos) that now have another way to use their slingshot to older viewers who think the smiling baby is adorable.

Ypulse analysis: Doritos once again put its ads in the hands of its fans, and once again, they do not disappoint. Between the slingshot baby ad described above and the ad with the dog getting rid of the family cat and bribing the husband with Doritos, we’re not sure which was funnier. Humor still is the way to Millennials’ hearts (and stomachs?), and Doritos over the top, consumer-generated ads are something viewers look forward to every year.

#6 Skechers “Go Run Mr. Quiggly!”

The cute French bulldog, Mr. Quiggly, makes his debut in the Skechers commercial racing against greyhounds and moonwalking across the finish line, getting bonus style points in his Skechers! I think this commercial was most appealing to younger audiences that wear sneakers on a regular basis.

Ypulse analysis: Skechers are a popular street wear sneaker brand, but this ad reminds fans that they’re for running too, and pulls it off in a funny, clever way. Greyhounds might be known as the sleek speedsters, but Mr. Quiggly proves that he and other Skechers wearers can be fast and stylish at the same time. It’s a good way to position the brand for performance shoes without losing its street cred.

#5 Chevy “Sonic Stunts”

Yes, the car actually bungee-jumps, does a kick-flip, and sky dives. Need I say more? Although everyone at our “Big Game” viewing was awe-inspired, it mainly caught guys’ attention with its over-sized skateboard and rally driving theme.

Ypulse analysis: Chevy has revved up its marketing to Millennials. It is building cars with them in mind, and this commercial shows the company really does get what driving is all about for young people. Rolling down the windows, cranking up some tunes (the ad’s song, “We Are Young” by Fun. climbed to #2 on iTunes following the ad), and just enjoying a bit of freedom. Right up to the commercial’s tagline, “From your first time, to the time of your life, Chevy runs deep,” we were thinking Chevy nailed it with this ad. (On a side note, watching the OK Go music video performed in — by? — the Sonic definitely makes us want to go for a drive.)

#4 Hyundai “Rocky”

The “Rocky” theme song was definitely an attention grabber. Fans of the movie will have a special place in their hearts for this commercial. It kept me humming the theme for longer than the commercial actually aired.

Ypulse analysis: Jordan’s commentary above actually points out a shortcoming of the commercial. While viewers enjoyed the music and workers coming together to inspire one of their own, the commercial could have been for any brand. What’s memorable about it isn’t the brand, but the song. Sometimes music’s effect, particularly on Millennials, can overwhelm brand messaging.

#3 “The Voice” feat. Betty White

The four judges of “The Voice” (Blake Shelton, Christina Aguilera, Cee Lo Green, and Adam Levine) are in a fight over the voice of an amazing mystery voice, who turns out to be Betty White. My friend, who is a cinematography guru, absolutely loved the effects in the video, and I thought it was a great, comical advertisement.

Ypulse analysis: With the number of reality singing competition shows out there, “The Voice” had to do something different to stand out. Showcasing its celebrity judges who fight for the right to train the best contestants is relevant to the show. Pulling it off in with blockbuster movie style and with a Betty White cameo will grab Millennials’ interest every time.

#2 M&Ms “Sexy and I Know It”

This video used a current song and funny characters to propel its way to the top of the Super Bowl ads. It certainly grabbed my attention, as well as the Northwestern University Kellogg School Super Bowl Advertising Review– it won the annual competition. Great ad for all ages.

Ypulse analysis: This is an example of an ad that uses a hit song to great effect. Unlike the Hyundai ad mentioned above, this M&Ms ad uses only a snippet of LMFAO’s hit, so the music doesn’t bury the message. It also helps that its referencing established characters with whom Millennials are well acquainted. Also, we love a hot girl (M&M) in hipster glasses!

#1 VW “The Dog Strikes Back”

The “doggie workout” video is top dog in my list of Super Bowl ads! It was funny, adorable, had a plot line, and an ending that tied it back to VW’s amazing “Star Wars”-themed ad from last year, creating a cultural connection. It has been hailed as the top commercial on many lists, and in my opinion, was endearing to all ages. Now that’s what I call, “Das Auto”!

Ypulse analysis: We knew that VW was going to have a dog theme with its new Super Bowl ad. We’re not sure which was better, the teaser of dogs from the “bark side” or the actual game time ad. One thing is certain, a nod to nostalgia and a throw back to simpler times resonates with Millennials.

Ypulse’s additional hits and misses:

Chevy’s “Mayan Apocalypse”: We actually laughed out loud when we saw this ad. Millennials are looking at the Mayan apocalypse like Gen Xers looked at Y2K — they’re looking forward to the date as an excuse to have a blow out party just in case the world ends. Referencing the event in an ad definitely earns Chevy some bonus points with Millennials. At first we wondered why all the survivors were older guys (hardly appealing to Millennials), but then we caught a glimpse of Chevy’s follow up that would have aired if the game had run longer, which put yet another smile on our faces as a confident young woman cruised by the guys in her yellow Camero.

Go Daddy’s “Body Paint”: It’s time for Go Daddy to try something new. Sure, sex sells, but the same gimmick over and over gets old after a few years. We doubt even teenage boys paid much attention to this ad.

Pepsi With Elton John & Melanie Amaro: What was going on here?! Elton John is his legendary self and “X Factor” winner Melanie Amaro does an amazing job reprising Aretha Franklin, but aside from the celebrity appeal, this commercial does nothing for us. It’s as if Pepsi took a bunch of things that it thinks Millennials enjoy, threw them in a blender, and poured out this ad, tossing in Flava Flav as the cherry on top. Nothing about the self-indulgent king forcing others to sing for their survival is entertaining, aspirational, or enjoyable.

Audi’s “Vampire Party”: Okay, so Team Edward may not be big fans of this ad, but we think it still wins over Millennials when their cultural touch points make it mainstream. This ad was probably intended for parents who are tired of their teens’ addiction to Twilight, but there are plenty of young people out there who are tired of the vampire vs. werewolf saga. Anyone want to put a side bet on seeing zombies in a Super Bowl ad next year?

About Jordan

Jordan Orris, 17, is an aspiring political writer, blogger, and analyst. She is a senior in high school, and has been published in The Las Vegas Sun. Jordan’s most significant accomplishment was serving as a United States Senate Page for Senate Majority Leader Harry Reid in the Summer of 2010. She served the State of Nevada as Miss Nevada’s Outstanding Teen in 2009, making state-wide appearances to gubernatorial and mayoral offices, civic organizations, philanthropies, and schools. Her personal platform during her year reign was SERVE: Sacrifice, Empathy, Relationships, Values, and Empowerment, and she has advocated community service programs to members of the Nevada State Legislature. Jordan also founded her school’s first online literary publication, GVoice, which receives hundreds of hits each day, and is a creative outlet for literary expression at her high school.

According to stats released last week from Pew Research, tablet ownership more than doubled among Millennials between December 2011 and January 2012. At the same time, e-reader ownership also more than doubled, but tablets are outpacing e-readers. Nearly a quarter of Millennials (24%) have tablets, compared to 18% who have e-readers. We think that divide will continue to grow. The iPad is still the most coveted tech device among Millennials. And what’s more, why buy an e-reader when reasonably priced tablets like the Kindle Fire, Nook Color, and Nook Tablet are just a little more expensive and have far greater capabilities?

With the number of tablet-toting Millennials on the rise, marketers have a new challenge to break through the clutter. Now, when Millennials sit down in front of the TV, for example, they not only have their phones within arm’s reach, many also have a tablet within reach. Tablets, with their robust apps and big screens for surfing the Web and watching video, offer a new distraction for those bored with whatever they’re watching or doing. It’s yet another fracture in an already crowded media environment, making it harder for marketers to secure Millennials’ attention.

On the bright side, tablets, like their smaller smartphone cousins, can also be an advantage to marketers. With the rise of social TV, tablets make it easier for viewers to engage with other fans online while watching a show. During commercials, if a product interests them, they can comfortably look it up online without having to squint at a small phone screen or pull out their laptop. They can also share their thoughts on Twitter and other social nets. (During the Super Bowl, expect just as many tweets about the ads as the game.)

The other benefit is that tablets go where their owners go. They have constant access to a sizeable screen to engage with any media they want. Tablet owners can watch TV shows online, play games online and via apps, listen to music and find out what song is playing wherever they are, and engage with brands whenever the mood strikes them. They are always active, and always just a click away.

Marketers won’t convince Millennials to put down their devices and pay attention when they don’t want to, so it’s time to embrace tablets and find ways to use them to reach out to young consumers.

It’s no surprise the franchise has grown rapidly in its short existence — tween girls have been invading adult spas for a few years now. They come in for mother-daughter days, as well as for parties with friends. Now they have a salon that gets them. I’ve seen many a tween girl struggle to pick out her polish color at grown-up salons, staring at a sea of dark burgundies and plain pinks when she really wants neon or iridescent sparkle.

The tween years are tough, and girls in particular feel rushed to grow up and look like the celebrities they admire. But as Britney put it, you’re not a girl, not yet a woman. They try to act older, dress older, and look older, but they meet with a lot of resistance and mixed messages along the way. Wearing sexy clothes, heels, and strong makeup isn’t allowed, but a grown up salon experience that leaves them looking like a beauty pageant contestant is okay, if only for a day.

One reason for the shift is the changing nature of family relationships. Kids are full-fledged members from an early age, being given a say in family decisions and bearing some responsibility. Considering this parent-child relationship, it makes sense that a mom would take her young daughter to a spa to show her the ropes at an early age. But remembering that a kid is a kid, the mom doesn’t want her daughter to take growing up too far too fast.

Salons and spas like Sweet & Sassy are a compromise. They give tween girls the semblance of a grown up experience in a playful environment. They can dress up and be princesses for a day, but once they change back into their regular clothes and wash off the glitter, they can go right back to being students and soccer players and school band members. After all, a major part of growing up for tweens is the opportunity to try on a few personas and styles to find themselves, hopefully with the guidance of the parents and with the support of their friends.

New Ypulse Report: Holiday Shopping & Winter Fun

During the 2011 holiday season, retailers rejoiced as customers flocked to stores, spending record amounts on Black Friday and Cyber Monday. Students happily did their part in boosting the economy — they went into the holiday season planning to spend more than they did the prior year. Online shopping saw a particular increase. Students not only shopped more online than they have in the past, but they also planned to spend more online. A key takeaway from this report is that technology is becoming ingrained in students’ shopping habits. They also turned to social media to find deals and to get gift ideas. Many used their mobile phones to shop. Not only did the number that researched store locations and product details increase, but the number of students who made purchases on their phones nearly doubled.

The holiday season is also about family. Collegians are especially happy to have time to spend with their parents and siblings — shopping outings, cooking and baking, and even hanging holiday decorations are all excuses to make the most of family time before they head back to school. Cost: $249.

For more information…visit the Ypulse Research page.

Brands That Kids Think Are Good, Better, Best

What brands are capturing kids’ and tweens’ hearts, time, and purchase power in 2012? What are the drivers of their brand success? How do families make decisions in your category? What is the demographic, psychographic, and lifestyle profile of your core target? What are your biggest opportunities for growth? Smarty Pants’ annual Young Love study has the answers to these questions and more. Conducted online with 7,000 kids, tweens, and parents, Young Love has quickly become the gold standard for measuring brand health and guiding brand growth in the kid and family space. The syndicated study includes key metrics and dozens of attribute ratings on more than 250 brands in the entertainment, food and beverage, apparel, technology, toy, game, and retail categories. From Nike and America Eagle to Nickelodeon and Xbox Kinect, Young Love is rich with learning on brand awareness, love, popularity, usage, usage context and frequency, and most importantly, future usage.

Custom analytics provide insight into your brand within a category and cross-category context. You’ll get the big picture of what’s impacting your business, and you’ll find out what really matters for your brand. Young Love identifies specifically what levers to push to make a real difference in the marketplace. And tracking data is available on most brands. Cost: Syndicated prices start at $1,500; custom analytics start at $8,000.

For more information…visit the website.

Tweens And Teens Dish On Dining

Technomic and C3 are proud to present The Dining Habits of Tweens and Teens, a new study providing an in-depth analysis of the key consumer needs and attitudes that drive the foodservice behaviors of today’s youth. In this report, you’ll learn what motivates them and how best to meet their needs: how tweens and teens differ in their foodservice attitudes and behaviors; how friends and family influence eating habits and how these key influences change as youth grow and mature; how tweens and teens connect with restaurants through branding, and social media and other youth marketing initiatives. You’ll also be able to explore the entrée, side dish, dessert, beverage, and food preparation preferences of tweens and teens, ultimately to leverage demographic and social-psychological insights in order to develop marketing messages and foodservice offerings that better meet the needs of today’s youth. Cost: Contact for information.

For more information…visit the website.

Understanding Generational Differences For Marketing To Millennials

The Millennial generation’s massive size and strong purchasing power, estimated to be $170 billion per year, makes them a valuable segment of the population for marketers to target. But given some of the unique characteristics of this generation, having grown up in the digital and information ages, it is critical that marketers have a clear understanding of this group and how to most effectively reach them through advertising. comScore’s report, Next Generation Strategies For Advertising To Millennials, highlights data from more than 40 years of advertising research and compares the results from the 2011 study on Millennials to past generational studies. Learn the most effective strategies brands can undertake to reach Millennial consumers in the present day, and understand both the challenges and opportunities marketers may face in looking to target this segment. Cost: Free.

For more information…visit the website.

To contact Jerica or for more information about The Mash, email themash @ tribune.com.

Zombie Land: Move Over Vampires, There’s A New (Undead) Sheriff In Town

From the magical “Harry Potter” series and the extremely sparkly “Twilight Saga,” the supernatural have dominated teen pop culture. Now, how about a horde of decaying creatures just begging for some human company? It might be a while before we have a zombie romance — rotting corpses are unattractive and unfortunately don’t have rock-hard abs — but zombies are becoming very popular lately. Feed your craving with these zombie-themed favorites.

Books

“Pride And Prejudice And Zombies”
Author Seth Grahame-Smith puts his own nightmarish spin on a classic romance novel. Readers get most of Jane Austen’s original story, but also illustrations of Elizabeth Bennet determined to wipe out the zombie menace. What man wouldn’t fall for a woman who kills zombies?

“The Zombie Survival Guide”
This is your go-to guide for surviving the impending apocalypse. Author Max Brooks gives in-depth and illustrated descriptions of the undead enemy and how to fight them.

“World War Z”
Another by Max Brooks, this novel tells the devastating experiences of survivors from the worldwide zombie war, following the battle from beginning to end as society faced near destruction. Bonus: Brad Pitt stars in the movie adaptation set for December 12.

“Zombies vs. Unicorns”
A group of authors take sides to prove which mythical creature is better: Team Zombie, led by Justine Larbalestier, or Team Unicorn, led by Holly Black. Read unique short stories and author commentary about zombies and unicorns.

Movies

“Dawn Of The Dead”
This is probably the best zombie flick of all time. A band of people hide out from the apocalypse in an empty shopping mall, making it their home as they fight off zombies and a gang of bikers.

“Shaun Of The Dead”
Shaun just can’t catch a break: He’s not taken seriously at work, he loses his girlfriend, and the world gets taken over by zombies. But he’s determined to prove his worth as a hero instead of a loser, and win back his girlfriend.

“Zombieland”
A downplayed “Scott Pilgrim”-esque storyline thrown into a brutal apocalyptic world, unlikely hero Columbus teams up with tough Tallahassee to find zombie-free territory while crossing paths with two sneaky girls trying to survive by any means necessary.

TV

“High School Of The Dead”
This anime features a group of high schoolers and their school nurse in the middle of the outbreak. They set off on a journey to survive the virus plaguing the world and survive the fall of humanity as they know it.

“The Walking Dead”
Officer Rick Grimes and his family join a team of survivors as they search for a safe haven from the horde of “walkers.” Relationships are formed and broken, and their humanity is at stake. Based on the graphic novel by Robert Kirkman.

Fashion

“Every Night I Have The Same Dream, Issue 2, Volume 1″ T-Shirt
From threadless.com, this nightmarish shirt features graphic zombie-versus-human battle scenes in the style of a comic book on the front and back of the shirt.

“I Wouldn’t Be Caught Dead In A Zombie Apocalypse” T-shirt
If you’re the type to keep your closet fully stocked with supplies and know exactly how to maneuver your way around the undead, then this shirt from Hot Topic is for you.

Iron Fist “Dead Broke” Wallet
Earn some odd stares from cashiers with this soft vegan vinyl wallet by Iron Fist. For $20, who better to guard your cash than a zombie?

Iron Fist “Zombie Stomper” Platform Shoes
Iron Fist has the perfect shoes to match your Iron Fist wallet!

“Keep Calm And Kill Zombies” Zip Hoodie
Inspired by the “Keep Calm and Carry On” poster, this hoodie from Hot Topic will help you keep your cool while you’re fighting off zombies.

Music

If that’s still not enough zombie action for you, check out the Zombie Lover’s Playlist on The Mash!

About Jerica
Jerica Griffin is a student reporter for The Mash, a weekly teen-focused publication in Chicago, where this article originally appeared.

Taylor Swift’s country-tinged pop music may not be to everyone’s liking, but it’s hard to deny her influence over her peers. In 2011, she was the youthful face of Cover Girl, launched a fragrance, had the #2 album for the year (and #1 country album) on the Billboard charts with “Speak Now,” was nominated for a Grammy, won the Country Music Award for Entertainer of the Year and the American Music Award for Artist of the Year, and voiced a role for 2012’s “The Lorax.” Right before the year’s end, she released the first song from “The Hunger Games” soundtrack, which shot straight to the #1 download on iTunes, and already this year she’s landed a role in “Les Miserables.” All this while maintaining an “average girl” persona.

Her varied talents aside, it’s Taylor’s dedication to social causes that particularly resonates with Millennials. Her song “Mean” about being bullied was nominated for an MTV Music Award for Best Video with a Message. She turned a concert rehearsal into a benefit, raising nearly $1 million for disaster relief for the Southern U.S., earning her a 2011 Do Something Award. We’re sure that she’ll continue to spread the message of caring about others and taking action for social good in 2012.

Demi Lovato is another Millennial icon who has been an inspiration to young women — including those on our Youth Advisory Board. In early 2011, she emerged from rehab for emotional issues and an eating disorder. Rather than keeping quiet about her personal struggles, she decided to open up and share what she went through in hopes of informing and inspiring others. She joined Seventeen magazine as a Contributing Editor and speaks to teens as part of the “Love Is Louder than the Pressure to be Perfect” campaign. Taking a leave of absence from acting, she then topped off her year by releasing her album, “Unbroken,” which peaked at #4 on the Billboard 200 charts. She also issued the lead single “Skyscraper” in Spanish.

Demi’s imperfections and honesty are what resonate with her fans; she’s like every girl, which makes her an ideal role model for young Millennial women. They’re struggling with the very same issues she’s worked through. She’s the older, wiser cousin they can turn to when they need to be honest about their own issues.

Selena Gomez had a similar start to Demi Lovato, but her career has taken a slightly different direction. Like Demi, she was busy releasing hit songs this year with her band The Scene, and her latest album, “When The Sun Goes Down,” rose to #3 on the Billboard 200. But she also focused on her acting career in 2011, starring in the summer movie “Monte Carlo” and wrapped up her role on her Disney Channel show “Wizards Of Waverly Place.” She has her hands in a lot of projects, including continuing her Dream Out Loud fashion line at Kmart, serving as a UNICEF ambassador, and working on a fragrance that will be released in 2012. Oh yeah, and she’s Justin Bieber’s girlfriend.

Selena’s fans are a bit younger — tweens and teens — partly because of her years on the Disney Channel and partly because she’s managed to maintain a squeaky clean image despite her fame. Scanning the comments from her Twitter fans, they’re as likely to tweet inspirational quotes from her as they are to tweet their love of her acting and music. But Selena is growing up in 2012, leaving Disney behind and putting her efforts into her movie career. She’s starring in three pictures, including the film adaptation of the YA sensation “Thirteen Reasons Why.”

These are three women to keep watching in 2012!

Today’s guest post comes from our friend Derek Baird who spoke with Mike Schmid, a talented singer-songwriter and highly sought-after musician who has worked with some of the biggest acts in the music business.  

In addition to playing keyboards and touring with Miley Cyrus, Mike has played with the Jonas Brothers, Billy Ray Cyrus, Sheryl Crow, Kenna, Chantal Kreviazuk, Ed King, Jeffrey Steele, Van Hunt, Aly & AJ and the Corrs as well as many independent singer/songwriters, such as Connie Kim, Right the Stars and Rob Giles. His songs have been featured on the TV shows “So You Think You Can Dance,” “Flashpoint,” “The Real World,” “All My Children,” “The Bad Girls Club,” “Felicity,” “The Black Donnellys” and others. His new album, ‘Let it Out’ is all about expressing yourself in every possible way: dancing, dreaming, painting, singing. The album is for the kids (and kids-at-heart). It is about being yourself in every situation, a message that is resonant to children and adults alike. Derek interviews him below…

To contact Derek Baird, email debaird @ gmail.com and to contact Mike @ mikeschmid.com

Let It Out: Mike Schmid On Miley, Fame, Twitter, And, Music For Kids

Derek Baird: You’ve had a front row seat to the whole Miley Cyrus/Hannah Montana phenomenon. What was that experience like? What did it teach you about fame?

Mike Schmid: It’s been a total out-of-body experience. I mean, none of us knew just how big it would become. I came on board right before the Best of Both Worlds tour in 2007, and we watched Miley go from a TV star to an international phenomenon in what seemed like seconds.

Very surreal: screaming teenage girls everywhere we turned, grown men in blonde wigs… It was a blast, and it could not have happened to a nicer person: Miley is the best boss ever. Totally genuine and loyal to her crew. I’m still working with her after 4 years, which is pretty rare in this business.

Fame is fickle, as everyone knows, but she is proof that it doesn’t have to dictate who you are, and it’s more important to take joy in what you do, as opposed to what people think of what you do.

Derek Baird: What are your thoughts on the state of the music business? File sharing. iTunes. Indie music publishing platforms like BandCamp. Where do you see music going in the next five years?

Mike Schmid: I think it’s great. Because people can hear the music before they buy it, it forces artists to up their game. You can’t just release an album with one good song and lots of filler anymore. Every song has to be brilliant. We all win there.

Of course, I hope consumers can be honest and eventually purchase the music if they’re enjoying it, but that doesn’t always happen. In the next five years, I see music becoming more and more social. I’m sure we will invent new ways to interact with and share the artists we like. The gap between artist and fan is lessening to the point where it’s almost non-existent.

Derek Baird: When it comes to marketing your music, you’ve embraced all types of new media, but especially Twitter. Talk about your media strategy and why you decided to embrace social media as both a marketing tool and medium to engage with your fans.

Mike Schmid: As an independent musician who doesn’t have a million-dollar marketing campaign behind me, social media is an absolute no-brainer. This is where the people are. Twitter is something I discovered early, at the recommendation of my friend (and social media expert) Samantha Murphy.

She dragged me kicking and screaming on Twitter back in 2007 (right before I started the Hannah Montana tour). There were like a thousand people on it then. It was a wasteland. And the 140-character limit felt like a burden at first. But it became so much fun speaking in snippets that I became addicted, started thinking in tweets, and I saw my followers grow.

Over the last few years, lots of sites have cropped up and my rule is to have a presence on as many as possible (Mike is on Facebook too). But Twitter is always the cornerstone. Now I can broadcast to my thousands of followers instantly and they can respond immediately. It’s pretty magical.

Derek Baird: You’ve had your music featured on quite a number of television shows. What’s that experience like? As an artist do you experience a bump in sales? Or is it something that gets your name out there and leads to other opportunities?

Mike Schmid: It’s always cool to hear my music in new, dramatic contexts I never imagined. Every time, it brings in new fans and I receive some really cool fan letters about people’s personal experiences with the songs (which is one of my favorite parts of the whole job). There’s usually a big spike in sales that eventually evens out at a higher level than before. There’s really no downside.

Derek Baird: You’ve said that your muse for your new album ‘Let it Out’ was your 4 year old son Noah. What was it like working with him in the studio?

Mike Schmid: It was the most honest collaboration I’ve ever experienced. Grownups filter their thoughts to be diplomatic, but Noah was just totally blunt. He was an unfailing barometer. I would run the lyrics by him and would get anything from “I really like it!” to “that’s boring.”

It kept me in touch with what kids want to hear, but it also helped me rediscover the pure joy of making music for fun. When I first played the finished recording of “Shake It” for him, he started dancing wildly upon hearing the first note and didn’t stop till the end. There’s no more encouraging feedback than that.

Derek Baird: Most music for kids is really pretty formulaic and simple. How is this album different? Who is your audience for ‘Let it Out?’

Mike Schmid: I’ve listened to a lot of kids music since my son was born, and I really wanted to make something very different from what’s out there. So my goal from the very beginning was to be accessible to all ages. My template was much like the Pixar philosophy – it’s all about layers.

I wanted to give the kids very positive messages and music they can dance to, but with themes that are even more resonant for older listeners. The audience is everyone – though it is a very different experience for grownups.

For example, the song “Can You See All the Colors” is, for the kids: a song about all the different colors in the world, but for grownups: it’s about enjoying all the ups and downs of life, and how we are all capable of every feeling there is.

Derek Baird: Explain the thought process behind the choice of ‘Let it Out’ as the title to the album. What does ‘Let it Out’ mean to you?

Mike Schmid: The song “Let It Out” is all about self-expression. The chorus is, “There’s no wrong way to write / You just feel it / Or paint the picture in your mind / You reveal it / And let it out.”

Once I had written it, I knew that was the main idea of this record, letting it all out: your true feelings, your true self. Most of the songs are about that idea in some way or another. There’s a song called “Be Yourself,” a song about dancing out your feelings (“Shake It”), a song about dreaming (“Dream”).

Derek Baird: Is there anything else that Ypulse readers should know about Mike Schmid?

Mike Schmid: Let’s see. I grew up on a farm in Pennsylvania and was classically trained on piano from the age of five. I’m a huge movie buff (the Oscars are my Super Bowl). I have a history in video production and have directed a couple short films. I also used to own and operate a wedding videography company.

About Derek

Derek is a technologist specializing in the development, planning, implementation and execution of multi-platform (web, TV & mobile) digital media & content experiences focused on the educational media (edutainment), entertainment and digital kid/youth media markets. As a consultant, he advises clients in both the U.S. and international markets. His blog, Barking Robot, has been syndicated in several leading publications and he has published articles in both academic peer reviewed & online industry journals.

To contact Ms. Twixt, email her at mstwixt @ gmail.com.

Guest Post: Geena Davis Speaks Out About Girls In The Media

Academy Award-winning actresss Geena Davis is famous for portraying strong (both physically and emotionally) women on screen. When she became a mom, however, she was struck by the utter dearth of positive, active, and central role models for girls in movies and on television. She founded the Geena Davis Institute on Gender in the Media (GDIGM) to conduct research on the issue and advocate for change in the industry. Georgetown University’s McDonogh Business School hosted an event on this topic, and we had the chance to ask Ms. Davis a few questions.

GDIGM did a comprehensive survey on the roles girls and women have in film and television. They looked at everything from the amount of screen time, how many girls and women are included in stories, their costumes, the number of lines they had, how they were or were not stereotyped, and more. The organization also looked at the number of women in professional positions in the industry — that is, those behind the cameras. The results of these studies, especially those on family programming, were disturbing:

• Women and girls account for less than a third of the characters in family films. Despite public perception that this has changed (oft-cited are films like “Mulan” and “Tangled,” and shows like “iCarly” and “Hannah Montana”), this figure is the same as it was in 1946. Surprised? We were too.
• Research shows that there is a direct correlation between more women working behind the camera and women having more screen time and accounting for a higher number of characters (even background characters). But the number of professionals in the industry who occupy the key roles of director, producer, and writer are going down.
• In G-rated films, 80.5% of all working characters are male, but in reality, women comprise 50% of the workforce. Why are we shown a 1950′s version of the world in 2011?

Why does this matter, especially to tween girls and their parents? Because:

• Even though females comprise 50% of the U.S. population, our daughters see that men outnumber women 3-to-1 on screen. Inexplicably, only 17% of group or crowd scenes are female. As Ms. Davis said yesterday, “So if we’re 51% of the population but only 17% of the crowd, where did we all go?”
• This research means that “family entertainment” isn’t the safe haven parents think it is. Female characters are hyper-sexualized, especially when animated, and are only present as eye-candy in the majority of shows. As Ms. Davis put it in one of our favorite quotes from the event, “The way they’re drawn, there’s no room for a spinal column.”
• “Coraline” is often held up as an example of a strong female lead role, but Hollywood weakened her. In the book from which the film is based, Coraline saves herself, but in the film, a boy character is added, and — surprise surprise — he saves her. Really??
• Other research GDIGM cites finds that girls who are exposed to more media have the feeling that they are fewer choices in life, and that, on average, the more media boys watch the more sexist their outlook.

GDIGM will update their research next in 2015. Let’s all hope that the results show improvement. 

About Ms. Twixt

In real life MsTwixt leads the digital strategy group at a local consulting firm and, prior to the Great Recession, owned Twixt, DC’s “Best Kids Clothing Store” as voted by local parents. She writes under this pen name in a likely fruitless attempt to avoid further drama with her own tween daughters. She authors an active blog on tween lifestyle at www.MsTwixt.com, regularly invokes the wrath of mommy bloggers at Technorati, and occasionally contributes to YPulse.

We spoke with Denise about the Summit, the social issues that matter most to girls, and how they get involved in making a difference for less fortunate girls.

Ypulse: So tell us about the upcoming Summit…

Denise Restauri: We’re gathering 192 delegates to mirror the General Assembly, and they’ll be meeting in the same room, sitting at the same tables, and using the same voting system as the UN delegates. We’ll have representatives from Africa, Bangladesh, and more. The majority of girls will come from the U.S., representing about 30 different states. [Ed note: The Summit is part of the culmination of the UN International Year Of Youth.]

It’s their day to stand up, speak out, and be heard. This is the third year we’re doing the Summit. It’s a full day of activities, starting with a keynote from women officials like Hillary Clinton and Madeline Albright to tell them what really happens in the UN General Assembly. Then Monique Coleman, the UN Youth Champion, will tell the girls about her work touring the world and working with young women in other countries.

We’ll also showcase our Ally Award winners, girls who are doing amazing work in their communities and around the world. The award winners show the delegates that it all starts with a small action on their part that lead them to get others involved and grow their impact. Stay tuned for news about this year’s award winners!

YP: Can you tell us about some of the girls you’ve honored in the past?

DR: Sure, we still work closely with them. One of our winners was Lulu Cerone and her Lemonaid Warriors. She started the project to raise money to build wells for girls in undeveloped countries who have to walk miles carrying water to their villages. She raised a few thousand dollars with her lemonade stand but wanted to do more, so she created kits to help other girls start their own lemonade stands to increase the impact they could have.

Another Ally Award winner was Katie Stagliano for Katie’s Krops. Katie started her charity when she was growing cabbage seeds for school. Her cabbage grew to be so huge, she decided to donate it to a local soup kitchen. Wanting to do more, she started a garden to donate produce to food banks and got seed producers to supply her. Now she’s recruiting other girls to start gardens to donate food to their local charities and hopes to soon have a garden in every state.

YP: Back to the Summit, what other activities and talks do you have scheduled for the delegates?

DR: They’ll meet with media and corporate leaders to ask them questions. In the afternoon, they’ll work on service projects that are sponsored by partners. For example, last year, Disney Friends for Change supported a project with Katie’s Krops to plant herbs that were then donated to the Coalition for the Homeless and local soup kitchens. The idea is to give them a chance to get hands on in making a difference in the lives of less fortunate girls.

YP: What are the issues that girls are most dedicated to changing?

DR: We focus on the UN’s Millennium Development Goals. The girls pick one of those eight goals and write about why they’re passionate about it. They most often choose hunger and poverty, but at the summit, we will be working more on gender equality. They each make a pledge at the summit; it can be anything from “I’ll remember that other girls need my help” to promising to do a specific action.

The girls realize that things like body issues are important causes to consider, but they already get that and want to tackle bigger issues. Their focus has become more global.

YP: AllyKatzz girls are pretty amazing! How do they typically get started in their projects? What triggers their interest in a particular issue?

DR: Very few of the girls hear about issues from the news. More often the interest starts at school or with something that hits them personally. They might be involved in an academic team; or in the case of Katie, it was a school project that lead her to start her garden. On the personal side, they may have a family member who is diagnosed with cancer, and so they want to do something to help others with the same illness.

Parental involvement is key. Their mothers are very active in supporting their daughters’ charitable work. They don’t do any of the work, but they provide the encouragement to keep them going. Occasionally the moms get a little daunted by the plans their daughters have to change the world, and it’s the girls who remind their moms that they’ll take it one step at a time!

YP: At what age do girls typically get involved? When do they become more autonomous in their interest to help others?

DR: Tween girls are less aware of global issues, like the lack of water in villages, so they have a harder time getting involved. They generally get their start at school when they learn about such issues through programs like Locks of Love or Relay for Life.

In middle school and junior high, teachers promote community service, which drives involvement. By the time they reach 10th grade, they’ve gained a stronger sense of self and latch on to causes that touch them personally. And, of course, they’re also thinking about college applications and what would be impressive to an admissions officer. Whatever motivates their interest is cool with us — we’re just happy to see them get involved.

AllyKatzz is currently seeking delegates to its third annual Summit. Girls aged 11-24 can apply by June 30 to attend.

To contact a member of the Youth Advisory Board, you can email them at youthadvisoryboard @ ypulse.com or leave a message in the comments.

“Let’s Move!” Poses A Weighty Problem

Michelle Obama recently began a widely-publicized platform against child obesity called “Let’s Move!”

At face value, there’s nothing to oppose about promoting healthier food choices and encouraging much-needed physical activity in kids. There are, indeed, many health problems associated with eating junk food or lack of exercise, which the program will combat. However, there are aspects of this new platform that mirror other equally unhealthy aspects of our culture, two of which are an obsession with weight loss and the stigmatization of overweight people.

Michelle Obama undoubtedly proposed this strategy for the right reasons: she wants to change the eating and exercise habits of children in the U.S., thereby reducing future health problems associated with a sedentary lifestyle and food choices that contain a greater number of preservatives than vitamins or minerals. Opinion of this new policy has generally divided along partisan lines; more conservative voters take issue with the government “telling them what do,” whereas liberal voters support the program’s push for healthy lifestyles. The dangers of  “Let’s Move!” however, lie not in concept but in execution; that is, “Let’s Move!” doesn’t solely encourage healthy lifestyle choices.

Before I criticize the program, I should clarify a few things. I would be the first to advocate healthy eating — I only cook with whole grains, I prefer tofu to KFC any day. I do not condone 10,000-calorie meals or 13 consecutive hours of playing video games. But these stereotypically unhealthy behaviors are not the only reasons people are overweight, and, conversely, people who are not overweight are not necessarily healthy (at my unhealthiest, I was underweight and severely anemic).

I’m definitely an ally of the fat acceptance movement, in part because I know how damaging the dieting and weight loss culture is, especially for women. As a student in the field of medical sciences, aspects of Michelle Obama’s new initiative seems paradoxically healthy and unhealthy. Exercise: good. Healthy eating: good. A newfound emphasis on weight and BMI among educators and politicians: really, really not good.

Weight does not directly correlate with health: overweight people can be healthy, and underweight or average-weight people can be seriously unhealthy. Children especially go through periods of weight gain and loss, often correspondent with growth spurts, and targeting those who fall in the “overweight” BMI category can be unhelpful and damaging. Instead, this program should encourage the same things (better food choices, more exercise) for the sake of health itself, not weight loss.

Essentially, there are two potentially devastating results of this program. First: bullying (as mentioned by Paul Campos in The Daily Beast) has recently drawn significant media attention, and the bullying of people for their weight has not gone unnoticed. If our government adopts a weight-loss doctrine, how does it believe this will affect the lives of overweight children? Sure, it might inspire some of them to try to lose weight, but it might cause others to slowly develop depression, or, in the extreme, even to contemplate suicide — illnesses at least as worrisome as type 2 diabetes.

There is another major concern about the program’s emphasis on weight loss: eating disorders. Over the past few decades, the number of eating disorders have skyrocketed, reflecting the cultural obsession with weight and weight loss. Numbers vary, but according to the Renfrew Center Foundation, up to 24 million people in the US alone suffer from an eating disorder, and the majority are never cured. And while obesity is correlated with severe physical health problems, anorexia nervosa is the number one most deadly mental illness.

Eating disorders are a topic too big for this short article, but they are a medical problem as worrying as obesity. Fighting one serious issue at the risk of engendering another doesn’t solve the problem. There are so many health benefits to better eating and getting more exercise, I’m at a loss as to why this campaign chose to target weight loss. Being overweight is one potential signifier of being unhealthy (and not always a sign), not the diagnostic medium to determine if a child has been eating his or her sprouts and running around the playground. I wish this were just a health campaign, but it specifically targets BMI — not blood pressure statistics or vitamin levels that are caused by weight issues — and promotes healthy eating specifically for the sake of weight loss. And that’s much harder to swallow.

About Camilla

Camilla Nord is in her final year at Oxford University, where she has been studying physiology and psychology since she moved from Washington, D.C. She also grew up partly in Budapest, Hungary, and lived in Kathmandu, Nepal in her very early years. When she’s not writing essays, she is probably painting, practicing Bikram yoga, and thinking about manatees. When she IS writing essays, her favorite part of the brain is the basal ganglia, and her favorite neurotransmitter (those chemicals that shoot around the brain sending signals) is dopamine. The recent involvement of neuroscience techniques in product development and marketing has driven her interest in Ypulse, coupled with a lifelong love of writing– and, of course, a healthy obsession with pop culture.