American apparel brand, Levi’s has announced a partnership with Indian artistes, Ritviz and Kayan for the India edition of its music enablement endeavour – The Levi’s Music Project.
The global program will empower rising artists with an an exciting new digital framework which allows young talent from around the world to connect with professional artists. This partnership entails collaboration with respected artists and local community partners around the world to bring music education resources to the next generation of young musicians.
The Levi’s Music Project has also partnered with Discord to open the programme up to new audiences all over the world.
Singer-songwriter, electronic musician and record producer Ritviz, will take participants through his journey of making music in an in-depth studio session. He will also focus on his technique, methods and creative process.
Ritviz will inspire musicians to collaborate and remix his newest hit song ‘Baaraat’ encouraging them to make it their own. He will also host a live mentorship session and engage with the participants of the challenge.
“I’m greatly honoured to be a part of the Levi’s Music Project, it’s such an empowering initiative by Levi’s and over the years, a ton of really epic artists have been part of it,” said the musician in a statement.
He adds, “I’m also really excited and looking forward to engaging with the producer community on Discord. I hope everyone brings their A-game to the table while having a good time, and I’m looking forward to getting to know more about them and their music.”
The India edition of the Levi’s Music Project also features Kayan, a singer, producer-DJ, model, actor, and voiceover artist, who has seen breakthrough success with her song ‘Cool Kids’. Kayan will deep dive into her creative process and talk through her journey so far including a recording of two tracks, a stripped-down version of ‘Cool Kids’ and her latest release ‘On My Own‘.
Kayan said, “I personally find that inspiration exists everywhere. I express better through music – so I also find inspiration in all my personal experiences, good or bad. I’m stoked to be a part of the Levi’s Music Project. A program like this gives people the opportunity to even consider a concept like inspiration. Making music accessible and a little more reachable is the best way to give back and I think Levi’s has found a great way to do so,”
Launched in November 2021, the Levi’s Music Project has features a line-up of 15 artistes from around the world lead by singer songwriter, Khalid. Participating musicians include the UK’ Mabel and Singaporean Tamil Rapper Yung Raja. The new roster of musicians join previous collaborators like Skepta, SZA, Rosalía, Snoop Dogg, Justin Timberlake and Loyle Carner.
Check out the Levi’s Music Project