LEVI’S UK: THE LEVI’S MUSIC PROJECT

11 July 2017

Great music is in Levi’s soul. The Levi’s Music Project launched in 2016 across the brand’s major markets as a means of providing access to music-making facilities and expertise for young and up-and-coming talent. Our brief was generate maximum awareness of #SupportMusic projects in communities around London, and increase the impact of this landmark initiative with a wealth of cutting-edge digital content.

For six weeks, 12 young creatives were tutored and mentored by newly ascendant Grime superstar Skepta in a purpose-built recording and rehearsal studio at the Selby Centre in Tottenham.

With a wealth of video and photographic content, we created a cross-platform digital narrative to showcase the musicians’ progress throughout – and culminating in an unforgettable performance of the new material created by Skepta and his protegés at the Victoria & Albert Museum.

All 12 of the participating musicians have seen their careers flourish as a result of their involvement. Two – Keedz and Hak – are now acclaimed professional performers in their own right.