LEVI’S® MUSIC PROJECT
In 2016, Levi’s® Music Project was launched in Europe, designed to provide access to music education in areas that need it most, whilst partnering with the most loved and relevant music artists in the world.
This year Levi’s® Music Project is being delivered via an exciting new digital framework which will allow it to make a bigger impact on the creative community than ever before. For the first time, participants will be able to engage with the global Levi’s® music community via a new brand Discord channel. Here they will have access to tools that will help them build skills, collaborate and take on challenges with mentorship opportunities available to the winning entrants. Led by artists for artists, the online experience will also allow young talent to connect across a variety of platforms including YouTube, Instagram and TikTok.
MABEL
This year, Levi’s® Music Project partners with West London pop visionary Mabel. The platinum-selling hitmaker is set to provide a rare insight into her creative process for rising talent worldwide within the Levi’s® Music Project community. The globally esteemed programme will empower more rising artists than ever before thanks to an exciting new digital framework which allows young talent from around the world to connect with professional artists.
I’ve never really boxed myself into a genre. Music is about a feeling. I’ve always said I can sing things better than I can say them. I want to inspire other people to be unapologetic about who they really are.
– Mabel
Having been crowned Best Female Solo Artist at the BRIT Awards, summer anthem 'Let Them Know' became Mabel's tenth top 20 hit of a career which has already seen her surpass 4 billion streams and 2.2 million adjusted album sales for debut project, 'High Expectations' (the biggest selling debut by a British woman in 2019). As she completes work on the follow-up, Mabel made a long-awaited return to the live arena this summer (gracing the main stages of Reading & Leeds and Mighty Hoopla alongside Sink The Pink), before teaming up with Joel Corry this month on his latest smash, ‘I Wish’. On much more new music to come, Mabel’s girl-next-door candour remains, but her superstar-status shines brighter than ever before.
The human experience is about connection. It’s not about giving people a perfect performance, it’s about giving them a piece of you that is real. To be able to do that through lyrics and melodies is so magical.
– Mabel
Mabel will take participants from the studio to the stage, as she discusses her own emotion-focused writing process - which she’s been developing since the age of five - and give tips on overcoming creative obstacles including overthinking, stage-fright and writer’s block. She also extends her invitation to Levi’s® Music Project to join her in the safe space of Levi’s® Studio for a session with her vocal producer and engineer Cameron Gower Poole. Together the pair have an intimate discussion about writing and recording, breaking down Mabel’s self-love and confidence anthem ‘Let Them Know’ - which was written alongside RAYE and MNEK, with production from SG Lewis.
As a special treat for the Levi’s® Music Project community, Mabel has also recorded a set of stripped back performances of some of her biggest hits, including ‘Let Them Know’, ‘Fine Line’ and ‘Mad Love’. Already huge hits, the captivating performances demand a new appreciation given the extra context gained from Mabel throughout the programme.
YOUTH MUSIC
Additionally, Levi’s® is proud to be supporting Youth Music, a national charity focused on influence and investment in grassroots organisations and to young people so that more 0–25-year-olds can make, learn and earn in music.