LEVI’S MUSIC PROJECT: Skepta, Levi’s and the sweet sound of opportunity

Action: Positioning Levi’s at the centre of UK culture

Levi’s wanted to grow relevance with 18-34s and position Levi’s at the centre of UK culture.

Create: Securing a partnership with Skepta for Levi’s #supportmusic

The Levi’s Music Project is part of Levi’s #supportmusic initiative and we couldn’t wait to bring it to the UK. We secured a partnership with Mercury-winning artist Skepta, an artist who champions independence and the importance of his wider team to achieving success.

We established a community music space at the Selby Centre, in the heart of Skepta’s hometown of Tottenham. We took over a room within the Selby Centre and created a bespoke, fully functioning music studio with state-of-the-art equipment.

Working with a local arts charity Haringey Shed, a bespoke six-week music programme for 12 young Londoners was created. The programme took these budding musicians through a step by step guide to mastering all aspects of building a DIY music career in the digital age. From production to image to performance, the programme provided them with both the tools and the inspiration to take their journey to the next level.

The culmination of the project was an incredible hour long performance in the Raphael Room at the V&A as part of ‘The Revolutions Weekender’ on 5th November. Here, the students unveiled what they had been working on for the previous six weeks.

We amplified the partnership with branded content across different media channels. This included:

  • Three themed playlists on Vevo
  • A 10-minute documentary published on Vice
  • Amplification of the hero video using TrueView on YouTube

Impact: Increasing impact with a smart blend of media partners

Campaign performance was exceptionally high due to the blend of publishers, creative and targeting. We delivered over 28 million digital impressions and long form video exceeded expectations with a view-through-rate of 45%.

 To read about our work celebrating Levi’s 501 day, click here.

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