Following the launch of the Levi’s® Music Project in 2016, which saw the brand partner with grime royalty Skepta to establish a community youth music studio in Tottenham, the Levi’s® brand has announced the expansion of the programme to Manchester and Birmingham in collaboration with Everything Everything and Mist.
The initiative is set to provide access to music education and introduce young people to the industry, whilst also demonstrating how music can unite not only individuals but whole communities.
Setting out to further break down barriers to music education, Levi’s® is creating fully equipped music studios at The Pump and Z-arts community centre’s in Birmingham and Manchester respectively.
To launch these new spaces the artists will work alongside the young musicians and a team of dedicated professionals from each community group to create original material that will be played at an intimate performance at the end of the project, where the groups will show what they and their mentors have been working on.
The brand will also organize workshops on topics such as the song writing process, the art of creating demos and how to break into the music industry. The new studio facilities will remain in place for use by the wider community, providing a safe creative space for young people from all backgrounds to come together and learn about different aspects of music.
Speaking about this next phase of Levi’s® Music Project, Levi’s® VP Marketing Europe, Anit van Eynde said, “We’re incredibly excited to expand the Levi’s® Music Project to Birmingham and Manchester in partnership with artists of the calibre of Everything Everything and Mist. Not only does their involvement pay testament to the importance of this initiative, but also enables us to provide a platform for music education that supports the local community with artists who have a strong connection to these areas”.
As part of the Levi’s® Music Project, the brand has also partnered with leading global online music broadcasting platform Boiler Room to contribute their vast musical knowledge to the initiative. As part of their involvement, Boiler Room will be launching an exclusive content series that documents the participants’ and artists’ journeys throughout the programs.
Dean Bryce, Head of Music Programming at Boiler Room commented, “At Boiler Room we’re motivated by the potential music has to bring people together and to provide solutions to some of the problems facing young people today. This is why we are excited to be a part of the Levi’s® Music Project; through our content series, we will be telling the behind the scenes stories that demonstrate the impact that music has on young people’s lives, as well as showcasing the best in emerging talent from music scenes across Birmingham and Manchester”.
The Levi’s® Music Project in Manchester
Chief Executive at Z Arts, Liz O’Neill says “I’ve seen some of the most remarkable developments in young people who undertake music projects at Z-arts in my time here. Music really helps young people come out of their shell, gain confidence, ability and helps to build long friendships. To work on this project with Levi’s® and the artists they are bringing to Z-arts is an amazing opportunity for the young people who come here, not only for the project, but for the legacy it will leave behind.”
Participants were mentored by Manchester’s Everything Everything, the critically acclaimed four piece whose roots are cemented in the Manchester music scene. Following their surprise secret set at Glastonbury in June and the release of their eagerly awaited fourth studio album ‘A Fever Dream’ the band jumped at the opportunity to be part of the Levi’s® Music Project and work with these young budding musicians.
“Working on the Levi’s® Music Project in Manchester is a big deal for us. It’s where we came together as a band and we honed our musical identity in this incredible city. Music has always been the great escape, and it’s so important to provide spaces for young musicians to be collaborative. We want to impart our experience of being in a band for 10 years, and are looking forward to working alongside young creative minds. The studio facility will remain in place and will contribute to the legacy of great musicians to come out of Manchester for many years to come.”
Following Manchester, the project moved to Birmingham at the city’s leading community centre The Pump, which provides access to a variety of services including education, skills training and career advice.