The Levi’s® brand and music go hand in hand. That’s why Levi’s® has partnered with music platform COLORSxSTUDIOS to launch EMERGENT, a multiyear global music program designed to spotlight and celebrate the originality of emerging artists at defining moments in their creative journeys.
EMERGENT creates space for artists who are moving their genres forward. The program reflects a shared goal between Levi’s® and COLORS to identify what’s real, what’s next and the artists shaping culture through music.
The global program will feature six artists from around the world, hailing from Mexico, South Africa, the United States, the United Kingdom, France and Japan. Each artist will be introduced through an “A COLORS SHOW” performance, live events and original artist profile films, produced in partnership with Levi’s®, that explore each artist’s creative ethos and the vision that shapes their work.
The first featured artist of the program is Kevin Kaarl, a culture‑shifting folk singer‑songwriter who has emerged from Mexico to become one of the most influential standout voices in contemporary Latin music. Debuting today, his “A COLORS SHOW” includes an exclusive preview of his new music.
“Being part of this project felt very honest — not just as an artist, but as a person still figuring things out,” said Kevin. “COLORS creates a space where what matters most is the music and the truth behind it, and joining that world through EMERGENT felt really meaningful. Working with Levi’s® also feels full circle, because it’s a brand that was always familiar to me growing up. More than anything, this moment represents growth, exploration and becoming.”
For Levi’s®, EMERGENT builds on a long‑standing connection between music, self‑expression and the communities where new sounds emerge.
“Levi’s® has always been an unofficial uniform for those shaping culture through music — from the stages and studios, to the communities where new sounds emerge,” said Kenny Mitchell, global chief marketing officer of the Levi’s® brand at Levi Strauss & Co. “COLORS has built a platform that reflects that same instinct for finding what’s real and what’s next. We’re proud to build on that legacy and help bring these shows and stories to life, outfitting the artists carrying them forward.”
Kevin Kaarl’s release marks the beginning of a phased rollout throughout the year, with each subsequent artist introduced within their own dedicated window to give each a spotlight moment.
In tandem with EMERGENT, Levi’s® and COLORS will continue the momentum with TONES of, a city‑based event format featuring four artists across local music communities in Mexico City, New York, London and Paris.
Follow the EMERGENT program on the @COLORSxSTUDIOS YouTube channel and @levis on Instagram and TikTok for updates on the program and to stream the artist performances.
