Levi’s Music Project collaborates with artists around the world to provide music education to everyone, everywhere.
We partnered with six-time Grammy nominee Khalid to build a music lab in his hometown of El Paso, TX, and hosted viral music video and remix challenges on Discord and TikTok.
Our hybrid campaign led a shift for the brand’s flagship music marketing program: from in-person event activation to a digital-first community approach on Discord. Levi’s Music Project doubled its market presence in the first 60 days, with more than 13 markets around the world launching initiatives in the server.
We also designed and ran a 4-week virtual music production course, in partnership with Stax Academy.
Strategy; Curriculum Design; Partnerships
Imprint Projects
$25K in gear donations
1.8M YouTube views
9B TikTok views
Ableton, Native Instruments, Fender, Gibson, Apple
