To establish Levi’s at the center of music culture, we developed a marketing brand platform that connects Levi’s with leading musicians and their hometown communities to provide masterclasses and resources for youth music programs. Each project generates content promoted by artists to their fans on social, and mass press that expresses a powerful and genuine partnership. 

 

To launch the Levi’s Music Project, we worked with Alicia Keyes and the Edward R. Murrow High School in Brooklyn, NY to develop a 3-year Music x Technology program. The program provides music education, a production studio, and additional resources to the high school students and the next generation of artists. Levi’s and Alicia Keyes hosted a concert for the community and produced a documentary that served as the centerpiece for digital, social, and in-store content.

 

This program paved the way for future projects with Justin Timberlake, Snoop, SZA, Vince Staples, Skepta, Rosalia, and many more. In addition, the program is replicable globally via toolkits we created for regional teams to activate locally.