Levi’s Music Project 2021

What:

Levi’s Music Project 2022 with Imprint Projects

The Project:

Since 2015, Imprint has connected Levi’s with leading musicians and their hometown communities to provide masterclasses and resources for youth music programs.

2021 Levi’s Music Project took place on the ground and online, launching its first Discord server to expand into a digital, global, music education community — created by artists for artists.

Levi’s Music Project and Khalid partnered to bring music education resources to a young generation of musicians around the world, starting with his hometown of El Paso — Khalid and 15 other artists are kicked off always-on music education projects with inspiring interviews, online challenges, and intimate live feedback sessions. For his project, we invited all music-makers to remix his hit, “Better.” Khalid’s on the official Levi's® Music Project Discord server we created.

The project got 9 billions views on TikTok and has been nominated for a Shorty Award.

My role:

Lead copywriter — I had the pleasure of working on this amazing project from start to finish with Imprint Projects' strategy and design teams. The ask was to build out the Brand Voice for LMP 2022 and implement it in sizzles, social content, and a first-ever Levis' Discord channel.

Thank you to the whole Imprint Team and Levi’s.