Levi's Music Project

Experience

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About the Program

Levi's Music Project is an ongoing platform to support music education in partnership with leading musicians across the world. In collaboration with Alicia Keys, SZA, Vince Staples, and their hometown communities, the platform provides masterclasses and resources for youth music programs. Each unique project generated content promoted by the artists to their fans on social. We designed the program to be globally replicable using toolkits we created to guide regional teams to activate. The program was launched with Alicia Key in Brooklyn, NY, and Levi's continued the program with subsequent projects with Justin Timberlake and Snoop in the US, Skepta in the UK, and Rosalia in Spain.

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Image shows a close-up of a small white sign that says MUSIC X TECHNOLOGY MADE POSSIBLE BY LEVI'S AND ALICIA KEYS. It's mounted to a blue tile surface.
Image shows a person with short blue-green hair painting a mural on a white wall. They are working on a rust-colored shape.
Image shows a grid of 9 images of people painting a graphic wall mural, working on computers, and hanging out in a school hallway.
Image shows the back of two desktop Macs in the foreground. Behind them are two young people looking at the computer screens. Alicia Keys is behind them, pointing at something on the righthand computer screen. In the upper left corner of the image is text that reads MADE POSSIBLE BY LEVI'S AND ALICIA KEYS.
Image shows a camera in the foreground recording Alicia Keys who stands in front of young people on computers. There is a graphic, abstract mural on the wall behind her.
Image shows Alicia Keys with her eyes closed, smiling, and with her harms stretched out on either side of her. She's wearing a beige-colored jacket.
Image shows a close-up of a persons hands playing a keyboard in a red-lit room.
Image shows three young people in a blue-lit space. One holds drumsticks, one holds a bass guitar, and the other is sitting in front of a keyboard.
Image shows Alicia Keys on a stage holding a microphone to her face. She wears a beige jacket and pants.
Image shows a crowd of people screaming, laughing, and taking photos as Alicia Keys leans over them and greets them.
Image shows a person in a crowd smiling big with their eyes closed, hugging Alicia Keys. Others in the crowd take photos with their phones.

Levi’s and Vince Staples partnered with the YMCA Youth Institute of Long Beach, California to develop a music production program, integrating new resources into their existing digital media technology program for aspiring teenage musicians. Vince Staples, Music Producer and Def Jam Records executive Dion “No I.D.” Wilson, and YMCA music instructors introduced students to the fundamentals of creating audio tracks through a series of hands-on workshops.

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Image shows Vince Staples walking, facing the righthand side of the photograph. Behind him is a bright red wall that says MUSIC x TECHNOLOGY MADE POSSIBLE BY LEVI'S AND VINCE STAPLES in white sans serif text.
Image shows a group of young people sitting in a room with Vince Staples. Most of them are looking toward him, and he sits on the arm of a leather couch next to a guitar. There is a graphic black and white rug on the floor, where some of the young people are sitting. The walls in the room are red.
Image shows a keyboard (instrument) in the foreground and a young person working on a laptop. Vince is in the background, and behind him is a red wall that reads MUSIC x TECHNOLOGY.
Image shows a grid of 9 images of children writing things and sticking post-it notes to the wall.
Image shows two young people sitting at a laptop with a keyboard (instrument) and speaker on the table below the elevated laptop. Vince stands behind them in a black hoodie. Behind him are the black-and-white text posters.
Image shows the interior of a room. The wall on the righthand side is red. There are desks and chairs and a door on the far wall. There is a graphic black and white rug on the floor in the foreground and black and white posters completed covering the left and back walls.
Image shows a grid of 9 images that depict a group of people wheatpasting signs (black text on white paper) onto an off-white wall. In some photos you can see a blue sky in the background.
Image shows five people from behind working on wheatpasting the black and white text posters to the wall.
Image shows a silhouetted crowd standing in a room with large windows with graphic screens. The foreground glows bright blue.
Image shows two hands holding a cell phone that is recording Vince Staples perform on stage with lights shining on him.
Image shows Vince Staples performing, holding a microphone to his face. He is wearing a hoodie, and there is a pink light shining on him.
Image shows Vince Staples performing. He is silhouetted in front of a crowd and a row of blue lights shine on him.

YummyColours implemented on-site visuals, branding, and production operations to create a cohesive kick-off event for the Concert Summer Series in collaboration with SZA and the Camden community. The program included a series of music workshops, local food education programs, and performances.

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Image shows a portrait of SZA crouching in green grass. She wears a tan sherpa jacket with blue jeans ripped at the knees. She looks straight into the camera. Her curly brown hair is worn down.
Image shows a close up of a persons knee in ripped and patched blue jeans. They are also wearing black and white high top Vans sneakers and a tan sherpa lined jacket.
Image shows SZA outdoors, sitting in the middle of a circle of bright red buckets being used as drums. She is holding a drumstick and smiling. Behind the circle of drums and people is a blue sky and trees.
Image shows SZA sitting with an acoustic guitar. She is wearing a dark green hoodie and ripped jeans and smiling.
Image shows a grid of 9 images of children playing music, planting plants, and interacting with SZA.
Image shows SZA wearing headphones, watching a child with their hand on a record. Another person stands to the left with their hand also on the record.
Image shows SZA wearing headphones, a green hoodie, and blue jeans dancing in front of a crowd of children and young people wearing headphones as well. They are outside and there are trees in the background.
Image shows SZA smiling and hugging a person in the front row of a crowd.
Image shows a large outdoor stage from far away. The sky is cloudy and there's a tree to the right of the stage. On either side of the stage hangs a banner that says MUSIC FEEDS ME on top of an image of a keyboard (instrument).
Image shows a crowd of people in the foreground and a banner that reads LEVI'S X MUSIC on it.
Credits
Client:

Levi's ↗

Agency:

ImprintProjects

Creative Direction:

Diego Marini

Director:

Michael Belcher

Photography:

Lauren Crew, Alex Beck

Editing:

Laura Tommaselli

Poster Design:

YC and Philip Lumbang

Mural Artist:

Edward Ubiera

Wheatpaste Coordination:

Rob Zagula

Content Production:

Claire MacDonald, Caroline Conrad, Mai Fujiwara

Event Coordination:

Claudine Goin

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