Levi’s, in collaboration with Spotify, Clash magazine and Primal Scream rock band invite fans to create a music event and support emerging artists.
The event, called ‘Craft of music’, is a continuation of Levi’s “Go Forth” campaign. The brand, along with its partners, invites fans to take an active part in creating a series of concerts by choosing the bands that will perform side by side with Primal Scream. The videos from the concerts as well as the interviews will be available for streaming on Spotify and Clash platforms.
“We are thrilled to launch this pioneering music campaign that offers consumers such a unique opportunity to craft a major music event. Our global brand campaign, Go Forth is a rally cry to create positive change and celebrates today’s pioneers and this campaign is a way of reiterating and celebrating this,” says general manager of Levi’s UK – Tim Larcome.
‘Craft of music’ is an interesting case of co-creation because of the extent to which it involves users, who contribute to the project. The users can not only vote for the artists of their choice, but also choose the songs for their setlists as well as suggest the tracks that Primal Scream will perform at the final concert in Brixton. All voters can also win free tickets to the gigs that will take place in Levi’s stores in London. Twelve hundred of them will see the finale concert featuring Primal Scream in Brixton.
The campaign allows Levi’s brand to become closer to its customers via music and co-creation. It does not only offer the customers an opportunity to discover new bands and experience live performances but also lets them contribute to the preparation of the event, which makes the project all the more attractive to users.
