Beyonce's Entourage on Her Bowl Win
PHOTO: Beyonce performs during the Pepsi Super Bowl XLVII Halftime Show at Mercedes-Benz Superdome, Feb. 3, 2013, in New Orleans.

Credit: Kevin Mazur/WireImage/Getty Images.

You'd think Beyonce's choreographer would want to talk all about Sunday night's spectacular Super Bowl halftime show ( which did not cause the power in the Superdome to go out, for the record).

You'd be wrong. Reached by phone today, Asa Jones, the Delaware choreographer who helped put together B's stunning performance, hung up multiple times and refused to answer questions about how she and Beyonce came up with the act.

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Others have embraced the moment. Rubin Singer, who designed outfits for Bey, Michelle Williams, and 120 of the 135 backup dancers released a sketch showing his initial concept for B's leather and lace look. In a press release, Singer said the getup required "no less than five fittings and well over 200-man hours with a team of 14 dedicated to creating the final look."

Credit: Rubin Singer/Getty Images.

Singer, a relatively unknown Russian-born designer, realizes this could be his Michelle Obama/Jason Wu moment. "Everyone's expecting Beyoncé to go with a major designer," he told the New York Times prior to Sunday's show. "She knows it's a game-changer - no pun intended. My business could have legs from this."

For Singer, Beyonce's endorsement comes at a particularly good time. Her costume came from his upcoming fall collection, which he'll present at New York Fashion Week on Feb. 12 and 13.

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