Levi's long-term initiative of providing young people with access to educational music programmes, industry-leading professionals and community resources, launched in the US earlier this month with singer Alicia Keys.
Skepta, winner of this year's Mercury Prize, has been unveiled as Levi's first global brand ambassador. The grime artist will work with the Levi's Music Project to create a music space at his local community center in Tottenham to offer young people from the area the opportunity to gain experience in all areas of the modern music world, including recording, lighting design, sound production and even how to build a social media presence as an artist.
The students will spend time with Skepta and a host of music experts, with the project culminating in a performance at the V&A during their Revolutions Weekender Festival in November.
The initive is aligned with the Levi's brand, which has always associated itself with youth culture, new ideas, rebellion and individuality.
Some brands have long musical associations, others are starting to realise its power. In Event's
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