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News September 9, 2022

Levi’s Launches Music Project to Help Aspiring Musicians

Senior Journalist, B2B
Levi’s Launches Music Project to Help Aspiring Musicians

Global fashion brand Levi’s has teamed up with top Australian artists to launch the Levi’s Music Project, a global collaborative digital community experience that aims to provide aspiring musicians with the critical skills and music education they need to grow their career.

The Levi’s Music Project hub will be hosted on YouTube and Discord with exclusive content including ‘Behind the Stage’, ‘Studio Sessions’ and ‘Industry 1010’.

Aussie artists Winston Surfshirt and Jack River will be sharing their creative process and how they carved their paths – from how they get inspired, the songwriting and recording process, to the business of music and creating an identity.

Participants will also be able to take part in an artist-set remix challenge from Sept. 9 to 29 on Discord. The 10 best remixes o the Winston Surfshirt track will be invited to join a live feedback workshop where they can chat with the band’s frontman about music creation, artistic process and collaboration.

Interested wannabe musicians can sign up here.

Trent Bos, head of marketing for Levi Strauss and Co in Australia and New Zealand, said the brand cares about the future of Australia’s music industry and wants to provide a sense of possibility for students and up-and-coming artists.

“Music has always been central to Levi’s and recognising the impact the global pandemic has had on access to music education, we knew there was an opportunity for us to make a difference here,” Bos said.

“We’re launching the Levi’s Music Project because we believe in the impact that it can have on creative communities struggling to access the tools to pursue their passions. The music program supports creators in Australia, New Zealand and across the globe, and in partnership with some of our favourite artists, it has already been incredibly successful in countries outside of Australia.”

Lead vocalist of Winston Surfshirt, Winston, said he hopes people get as much out of the project as he did.

“Working with Levi’s to launch the Levi’s Music Project locally in Australia has been such a great experience. We’re stoked to have been invited to be a part of it and really enjoyed being able to help up-and-coming artists as part of the project.”

River, meanwhile, said there’s nothing out there quite like the Levi’s Music Project.

“Connecting with people who need tips or guidance is something I love being involved in and, throughout my own career journey as a musician, I’ve learnt first hand how important leaning on mentors and industry peers can be. Opening that world up to everyone who wants to learn will be absolutely invaluable for rising artists.”


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