Levi’s® and Alicia Keys Launch the Levi’s® Music Project

Levi Strauss & Co.
September 12, 2016

Music education is on the brink of extinction, with a mere 30 percent of students expected to have access to music programs by next year.

As Levi’s® sees it, music can unlock creativity and foster self-expression for all—especially the next generation. And we’re not about to see that fall by the wayside.

It’s the impetus behind the newly launched Levi’s® Music Project, created in conjunction with Grammy Award-winning singer-songwriter Alicia Keys. We’re honoring and encouraging youth by providing them with inspiration and setting up local programs throughout the world dedicated to music education.

“As a musician and writer, when you have the knowledge and tools to learn, create and explore your own music without having to wait on anybody else to chase your dreams – it’s a game changer,” said Alicia Keys. “I’m thrilled to bring that same opportunity to students today. The partnership with Levi’s® feels really natural because we both want to celebrate self-expression and give back to the roses that break through concrete, just as I have been able to. When kids have access to a program like this, lives change!”

The project was formed in an effort to partner with artists in a meaningful way that gives back to communities. It builds on the work Levi’s® and Alicia accomplished back in 2015 with the launch of the Music Technology program at Edward R. Murrow High School in Brooklyn.

That effort was but a stepping stone toward a larger movement.

The Music Project was expanded through partnerships with rapper Vince Staples and singer-songwriter SZA. In Vince’s hometown of Long Beach, Calif. earlier this year, the Music x Technology Program was launched at the local YMCA, which was designed to empower youth through music education and mentorship.

Separately, Levi’s® and SZA came together in New Jersey for a Summer Concert Series at the Camden Children’s Garden to help build community through live performances with music and food education.

In both cases, the idea was to partner with the artists to create something uniquely tailored to their communities and their passions while ensuring the initiative would stay rooted in music education and make a lasting impression on those involved.

“By offering students the opportunity and the ability to create, the Levi’s® Music Project gives young people a voice, the inspiration and simply a chance to express themselves in a positive and meaningful way,” said Jennifer Sey, Chief Marketing Officer for the Levi’s® brand.  “Authentic self-expression is at the core of everything we do as a brand and we’re excited to give kids this opportunity when music programs have been cut or curtailed in schools across the globe.”
Later this fall, the Levi’s® Music Project will expand yet again, making its way internationally to China, France, Germany, India and the U.K.

Show your own support for the program by purchasing limited edition Levi’s® Music Project pins – proceeds will help fuel additional Levi’s® music education programs around the world.

Together, we can make music together for the sake of inspiring the next generation of creators.