This Tuesday, Levi’s® announced the launch of their 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 epitomises the grime scene and paving the way for a new approach to music.
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.
Find out more about the project online and check out Skepta's story below.