Levi’s® Music Project with Skepta
The Levi’s® brand is launching a new long term global community-based music program – the Levi’s® Music Project – with the hugely influential grime artist Skepta one of the first global musicians to get involved. To mark the launch of the brand’s exclusive partnership with the V&A, YOU SAY YOU WANT A REVOLUTION? RECORDS & REBELS 1966-1970, Levi’s® hosted a star studded showcase with an exclusive performance by the artist himself at the museum.
The Levi’s® Music Project has been set up in an effort to partner with artists in a meaningful way that gives back to communities around the world by providing students inspiration and access to music education. The mission is to help inspire the next generation of creators. To launch the #SupportMusic initiative, the Levi’s® brand has teamed up with London-based MC, producer and record label boss Skepta to create a music space at the artist’s local community centre in Tottenham. Young people from the local area will be given the opportunity to gain experience in all areas of the modern music world including recording, lighting design, sound production and even how to build social media presence as an artist. The students will spend time with Skepta and a host of music experts, with the project culminating in a performance at the Victoria & Albert Museum during their Revolutions Weekender: A Festival of Peace, Love and Music on 4-6th November attended by Skepta.
As the lead co-sponsor of the V&A’s ‘You Say You Want a Revolution: Records & Rebels 1966-1970’ exhibition, which explores cultural revolutions in the late 1960s, the Levi’s® brand partnership with Skepta seeks to unravel the parallels in today’s youth culture. Skepta is at the centre of a global youth movement inspired by the DIY spirit that epitomizes the grime scene and paving the way for a new approach to music.
Speaking about the Levi’s® Music Project, Skepta said “I want to show the young generation that success is not something you search for externally, it is from within. Help people to understand that all your thoughts and ideas can become reality with a bit of hard work and dedication.”
Levi Strauss & Co. has a long-standing history of collaborating with artists, activists and community leaders to support a wide array of communities. From building skate parks in underserved communities, to supporting LGBTQ equality through Pride activities, to providing bike repair stations to urban commuters passionate about sustainability and environmentally conscious living. Giving back is in the Levi’s® Brand’s DNA. Music and giving back has always- and will always be- a core tenet of the Levi’s® brand. Musicians have always chosen to wear Levi’s® as an unofficial uniform, crossing all decades and genres. Music legends like Debbie Harry and Patti Smith have worn them on stage, and Levi’s® jeans have starred on some of the most famous album covers ever –the cover of Bruce Springsteen’s Born in the USA, The Ramones eponymous debut album and the Rolling Stones’ Sticky Fingers album shot by Andy Warhol.
Today Levi’s® is still considered as one of the most authentic symbols of self-expression by artists. The Levi’s® Music Project marks the brand’s continued commitment to music and the initiative will be shared across online and social media to encourage consumers to show their support for the community driven initiative by using #SupportMusic. The brand will also be selling limited edition, collectible #SupportMusic pins in selected stores, of which a share of the proceeds will go towards supporting future music community programs.
“By offering students the opportunity and the ability to create, the Levi’s® Music Project gives young people a voice, the inspiration and simply a chance to express themselves in a positive and meaningful way,” said Jennifer Sey, Chief Marketing Officer for the Levi’s® brand. “Authentic self-expression is at the core of everything we do as a brand and we’re excited to give kids this opportunity when music programs have been cut or curtailed in schools across the globe.”
The Levi’s® brand will be announcing more names of music artists with whom it is collaborating with on the Levi’s® Community Project in the coming weeks.