BACKGROUND
Imprint Projects developed the Levi’s Music Project with Levi’s global brand marketing team over the last seven years—simultaneously filling a void in music education left by budget cuts, whilst developing the brand’s credibility within music culture.
Prior to 2021, Levi’s Music Project relied on in-person activation in artists’ hometowns, and included collaborations with Alicia Keys, Snoop, Justin Timberlake, Vince Staples and SZA.
OUR BRIEF
Expand the scope and reach of the Levi’s Music Project to continue to build brand relevance and credibility with Gen Z students and aspiring musicians around the globe.
2021 GOALS
Build a vibrant, connected global music education space
Offer valuable digital experiences at scale for all aspiring musicians and music fans
Feed the Levi’s Music Project ecosystem by turning live moments into multi platform content
In November 2021, we expanded Levi’s Music Project from in-person activations to an on always-on digital experience operated in Discord. The result is an always-live global music education community, created by artists, for artists.
STRATEGY
More than a digital distribution channel for a marketing program—we sought to push Discord’s limits to deliver the most valuable community experience possible.
Levi’s Music Project uses Discord as a hub in four main ways:
For discussions: by creating spaces for community interaction
For collaborations: by prompting and encouraging all users to share and work together
For connection: by connecting established artists and aspiring musicians
For content production: by recording and editing short takeaway content from virtual experiences
DESIGN
We took great care to ensure that the online community hub feels like a Levi’s brand experience, yet in Discord’s low-fi style and conventions.
Levi’s Music Project acts as a facilitator. We bring people together, share the community guidelines, and quickly pass the mic. Strategic use of brandable elements (vanity URL, graphic banner, avatars and custom emojis) show the community we’re here to have fun. Clear, memorable #channels ease navigation, fulfill the #supportmusic mission, and offer conversation starting points like:
#INTRODUCTIONS and #GENERAL CHAT a place to say hi, share inspiration, new releases
#PLUG YOURSELF to share original music, Soundcloud profiles and music videos
#GEAR to show off music making equipment, ask for help, discuss vintage and new gear
#ASK THE COMMUNITY to ask music making questions, and seek feedback and advice
ENGAGEMENT
Levi’s Music Project was designed to cultivate community on Discord at every turn. Through the 24-7 dedicated chat server and unique experiences, members have open access to learn music-making from anywhere. Three types of experiences with leading musicians are promoted and live streamed in dedicated channels:
Behind the Stage Live: community-posed questions for artists to answer in a live session
Challenges: artists prompts to make original music and receive feedback
Workshops: small group experiences led by artists who listen and share notes
CONTENT
Levi’s cracked the code on a decentralized and community-propelled content production model. Discord moderators record live virtual experiences as they happen, and then edit short takeaway content to distribute within the platform, and across YouTube and Instagram to expand the program’s reach, drive engagement and grow the Discord community.
LAUNCH
The new Levi’s Music Project launched in partnership with global superstar Khalid, in benefit of The Boys and Girls Club in his hometown, El Paso. Khalid asked the community to remix his hit track “Better,” and extended the Challenge on TikTok to drive widespread awareness of the new Levi’s Discord community.
CHALLENGES
We developed a master playbook because Levi’s Music Project is a global endeavor operated in 20 markets. The playbook offers a step-by-step guide to nurture their local Discord community, and plan, produce, package and release recap content. The document creates consistency and coaches on subjects from artist onboarding onto Discord, live stream technical directing, and carrying out Levi’s brand voice and tone in the new platform.
Levi’s Music Project is stronger than ever. With the Discord, and our dynamic ecosystem across YouTube and Instagram, we are driving Gen Z loyalty in real time, all year round.
The Discord Music team cites the Levi’s Music Project as a case study for how to create valuable experiences at scale to organically grow a community.
Through the push from in-person event activation to a Discord community approach, Levi’s Music Project has doubled its market presence in the first 60 days. Ten new previously unengaged markets are participating.
In just two months
3200+ Discord community members from 20 countries
100+ pieces of branded content
2M+ organic views on YouTube
9B views on TikTok for Khalid’s #levismusicproject challenge
Free access to music education has never been more important. Feedback from the winners of Khalid remix challenge says it all: “We asked for band every single year of high school, they never gave it to us. They weren’t giving enough funding to the arts programming there, so we’re all self-taught…”
Through Levi's Music project we've provided access to music education to thousands of students around the world, and it's just the beginning.
