MAM

Levi's Music Project partners with Ritviz & Kayan for India edition

Aims to enable aspiring musicians through content, creative insight and collaboration.

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Mumbai: Fashion clothing brand Levi’s has announced its partnership with Ritviz and Kayan for the India edition of its music enablement project – The Levi’s Music Project.

The global program aims to empower rising artists, thanks to the new digital framework which allows young talent from around the world to connect with professional artists, said the statement. It aims to form a partnership with respected artists and local community partners around the world to bring music education resources to the next generation of young musicians, it added.

Singer-songwriter, electronic musician and record producer Ritviz, will take the participants into his process of making music. From talking about how he found ways to express his ideas through music to the making of one of his famous tracks – "Liggi." He will inspire musicians to collaborate and remix his newest hit song “Baaraat” encouraging them to make it their own. He will also host a live mentorship session and engage with the participants of the challenge.

"I’m greatly honoured to be a part of the Levi’s Music Project, it's such an empowering initiative by Levi’s and over the years a ton of really epic artists have been part of it,” said Ritviz. “I’m also really excited and looking forward to engaging with the producer community on Discord, I hope everyone brings their A-game to the table while also having a good time, and I’m looking forward to getting to know more about them and their music."

The India edition also features Kayan, a singer, producer-DJ, model, actor, and voiceover artist, who has seen success with her song "Cool Kids."

"I personally find that inspiration exists everywhere. Spend a little time being aware and observant and there’s so much happening all the time. I feel like I express better through music - so I also find inspiration in all my personal experiences, good or bad," Kayan said. "I’m stoked to be a part of Levi’s music project, a program like this gives people the opportunity to even consider a concept like inspiration. Making music accessible and a little more reachable is the best way to give back and I think Levi’s has found a great way to do so."

Launched in November, the Levi’s Music Project has featured a lineup of 15 musicians and artists from around the world led by Khalid, and including UK pop artist Mabel and Singaporean-Tamil Rapper Yung Raja. This year’s artists join previous Levi’s Music Project collaborators like Skepta, SZA, Rosalía, Snoop Dogg, Justin Timberlake, and Loyle Carner.

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