Levi’s® has always been big on supporting the younger generation and its creative pursuit. Their passion in music drives the need of a platform that could cultivate their interest and nurture them. At this day and age, inspirations and resources can be accessed very easily. However, the experience may not feel as relevant, interactive, and impactful. Having the opportunity to get direct advice from real artists in the industry would make all the difference. It could lead to life-changing experiences for these young musicians.

Levi’s® aims to establish a tighter, more consistent range of brand expressions across all projects that reflect the amped-up spirit, focused determination, and big ambition of the Levi’s® Music Project community. The intention is to ensure that the project becomes a conduit between artists and fans by driving an educational conversation not only offline, but also online, reverberating bold impact with young musicians across the globe.