YOUTH MUSIC EDUCATION PROGRAMME “LEVI’S® MUSIC PROJECT” EXPANDS TO MALAYSIA


Springboard for local music talent to further their passion; Call for submissions opens 12October.


Levi’s® Malaysia is kickstarting the local chapter of Levi’s® Music Project, a programme that supports community-based music collaborations and education. Following the notable success of Levi’s® Music Project across the globe, featuring music luminaries like Alicia Keys, Justin Timberlake and Vince Staples, Malaysia will now have its own programme that engages with the local music community and empowers the next generation of homegrown talents.

A continuation of the support provided through Levi’s® Music Week 2019, Levi’s® takes on the initiative to keep the music alive and thriving with Levi’s® Music Project.

“Given that music is very much a part of Levi’s® DNA, we are very excited to bring Levi’s® Music Project to our shores. The programme, which comes at a particularly trying time for our local musicians, aims to serve as a springboard for these talented artists to take their music careers to the next level,” says Imran Butt, Levi’s® Malaysia Country Manager.

Launching on 12 October 2020 with a call for submissions, Levi’s® Music Project encourages community participation from across the country. Selected musicians will undergo a 3-phase journey over the course of 3 years for an immersive experience in music education and be given a voice to celebrate their authenticity, while inspiring others.

Making It A Music Community Project

Levi’s® has teamed up with local industry veterans Jennifer Thompson and Tang Eu Jin (aka “Jin Hackman”) to see through various touchpoints of the programme, including producing, mentoring, and guiding participants along the way.

With 35 years experience in the Malaysian entertainment industry, Jennifer (or fondly known as Kak Jenn within the industry) has worked with artists -- both local and international, major or unsigned. She has been actively involved in coordinating and managing numerous live recordings, producing and event managing concerts, national and international launches, awards, international fashion weeks, music festivals and live broadcast shows.

Jennifer said, “In a competitive, fast moving, ever changing creative environment of the music industry understanding the business side is as important as the talent. The Levi’s® Music project is exciting for all of us as it offers our own talent the opportunity and platform to assist their creative journey.”

Joining Jennifer at the mentors’ table is Jin, who established himself as a promising rap artist in 2009, but found his true calling in identifying and promoting local talents. In addition to running Malaysia’s most successful live hip-hop series Raising The Bar, Jin also manages This Way Up Records, the emerging music label responsible for developing and breaking the likes of Airliftz and Lunadira. In September 2019, Jin was recruited by Universal Music Group to lead the marketing division of Def Jam Malaysia, overseeing a roster of hip-hop luminaries including Joe Flizzow, SonaOne and Abubakarxli.

“At a time when more and more artists are achieving commercial success independently, it’s imperative for a musician to be hands-on with every single aspect of his or her craft. Levi’s® Music Project may very well be the platform to equip solo artists and bands alike with the knowledge and tools required to help them cut through the noise and eventually have a sustainable career in music,” comments Jin.

The first phase of Levi’s® Music Project will see four finalists work alongside the two industry mentors to create original material that will culminate in a live virtual performance at the end of the project. In addition to funding the four new and original tracks, from production to market release, Levi’s® is awarding one winner with funds to produce a music video to complement the newly produced track and RM2,000 worth of Levi’s® wardrobe per person.

For those interested in participating in Levi’s® Music Project or for more information and updates, visit Levi’s® Facebook and Instagram.

Follow Levi’s® Music Project on:

 FACEBOOK: Levismy

INSTAGRAM: @levismy

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