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Creative Strategy / Comms Strategy
Client: Imprint Projects
Catalyzed by the global pandemic, we took to the drawing boards, and strategized with Levi’s to pivot to a digital-first approach, in doing so making their support to free music education stronger and wider. The end result was a global music hub on Discord, a platform that enabled Levi’s marketing regions – large and small – to host impactful, intimate experiences with top musical talent and music fans online.
To publicly launch this new evolution of the Levi’s Music Project, we partnered with Khalid to create an IRL x Digital hybrid program. A new music lab was created at the Boys and Girls Club of El Paso, and viral remix and music video challenges we’re launched, with people all around the world participating.
The Levi’s Music Project Discord gained more than 1000 members in it’s first month, and is continuously growing with the backing of world-class talent. Beyond monthly artist-led programing, the Discord community is bringing music fans and musicians together: supporting each other’s talents, sharing new music, providing resources, and much more.
Join our Discord community: https://discord.gg/levismusicproject