Levi’s launches Music Project to connect aspiring musicians with top Aussie artists

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Levi’s launches Music Project to connect aspiring musicians with top Aussie artists

Emerging youth musicians will gain access to a global digital music education community and learn from local legends Winston Surfshirt and Jack River.

Global leader in denim Levi’s has teamed up with top Australian artists to launch the Levi’s Music Project, a global collaborative digital community experience that aims to provide aspiring musicians with the critical skills and music education they need to grow their career.

The Levi’s Music Project will give local up-and-comers the opportunity to learn from global industry experts, including Australian tastemakers Winston Surfshirt and Jack River, about their creative process and how they carved their paths – from how they get inspired, the songwriting and recording process, to the business of music and creating an identity.

Keep up with the latest music news, festivals, interviews and reviews here.

The Levi’s Music Project hub will be hosted on YouTube and Discord, and will provide access to exclusive content including:

  • Behind the Stage: Artists discuss how they get inspired, find their voice, and share real-life stories of being a working musician

  • Studio Sessions: An insider look into the recording and songwriting process, including digital audio workstation tips, track breakdowns and production secrets

  • Industry 101: Get advice from artists and their world-class teams about the music biz, from working in artists and repertoire, distribution, creating an identity, and brand collaborations

Burgeoning artists will also be able to take part in an artist-set remix challenge. Live from 9th – 29th September on Discord, participants will be invited to download music stems from a Winston Surfshirt track and remix their own versions. The ten best entries will then be invited to join a virtual live feedback workshop where they can chat intimately with the band’s frontman about music creation, artistic process and collaboration.

“We’re launching the Levi’s Music Project because we believe in the impact that it can have on creative communities struggling to access the tools to pursue their passions. This music program supports creators in Australia, New Zealand and across the globe, and in partnership with some of our favourite artists, it has already been incredibly successful in countries outside of Australia,” says Trent Bos, Head of Marketing for Levi Strauss & Co in Australia and New Zealand.

“We care about the future of Australia’s music industry and wanted to provide a sense of possibility for students and up-and-coming artists most in need of mentorship and creative inspiration. Music has always been central to Levi’s and recognising the impact the global pandemic has had on access to music education, we knew there was an opportunity for us to make a difference here.”

“Working with Levi’s to launch the Levi’s Music Project locally in Australia has been such a great experience. We’re stoked to have been invited to be a part of it and really enjoyed being able to help up and coming artists as part of the project. I hope people get as much out of it as we did,” says lead vocalist of Winston Surfshirt, Winston.

“There’s nothing out there quite like the Levi’s Music Project for new musicians. Connecting with people who need tips or guidance is something I love being involved in and, throughout my own career journey as a musician, I’ve learnt first hand how important leaning on mentors and industry peers can be. Opening that world up to everyone who wants to learn will be absolutely invaluable for rising artists,” adds artist Jack River.

To join the Levi’s Music Project conversation, sign up here