As one of the biggest denim brands in the world, Levi’s® have a huge platform available to them to raise awareness and give back to the community, and with The Levi’s® Music Project they are doing just that. Created in conjunction with globally successful musician Alicia Keys, the project aims to encourage and inspire youth by setting up local programs throughout the world dedicated to music education, which has declined in many education systems through lack of funding.
"Music can unlock creativity and foster self-expression for all—especially the next generation. And we’re not about to see that fall by the wayside." - Levi’s®
September 2016 saw the launch of the project in the UK. Levi's® and this year's Mercury music prize winner Skepta have partnered to establish a community youth music facility in the heart of Skepta's hometown of Tottenham, North London. The project sets out to educate the youths in all areas of building a music career in today's digital era.
The project also coincides with Levi's® partnership with the V&A Museum for their latest exhibition, 'You Say You Want A Revolution? Records And Rebels 1966-70'. At the culmination of the project Skepta and the participants will perform at the V&A as part of "The Revolutions Weekender" on 5th November, with a performance inspired by the themes of the V&A exhibition.
To support the Levi’s® Music Project, you can buy a limited edition Levi’s® Support Music pin and a portion of the proceeds will help provide access to music education programs.
Take a look at the trailer video below and check out the Levi's® website to find out more.