The Philippine music industry has been on a steady rise as local musicians and artists continue to make a mark on social media, radio and beyond, setting the stage for young and eager musicians to hone and develop their sound and make it beyond borders.
In line with Levi’s® value to support music education, the iconic fashion brand is back with the Levi’s® Music Project 2022, where music industry experts become mentors for aspiring musicians.
Since 2015, Levi’s® has partnered with respected artists and local partners around the world to develop the Levi’s® Music Project, an initiative that brings music education resources to the next generation of young musicians through community-based programs. Throughout the years, Levi’s®Music Project has served as a catalyst for growing many talents through music education.
In a bid to continue fostering the growth of the music industry and cultivating talents in reaching their maximum potential, this year, Levi’s® is hosting an audio workshop that will provide those keen on taking the music industry by storm through a series of detailed, descriptive and insightful topics presented by the industry’s finest artists and performers through this year’s theme – INDUSTRY 101.
In line with Levi’s® mission to catalyse the music industry, INDUSTRY 101 which is a 45-minute, LIVE audio workshop on the Levi’s® Discord channel, will play host to prominent names from the music industry such as Enzo Valdez, Juan Karlos and more musicians from across South East Asia. The interactive nature of this workshop will allow young and independent Filipino musicians to network, learn and grow with like minded creatives in the region. Its aim is to connect said musicians with artists and mentors for inspiration, underpinned by Levi’s® culture of originality and their long-term investment in education and community to support the music industry.
“Levi’s® has long been at the centre of culture living out the brand values of empathy, originality, integrity and courage. Through our unified program – Levi’s® Music Project, we strive to support and cultivate the local music industry across South East Asia. We do this by connecting aspiring musicians with renowned artists and mentors to help up and coming artists grow,” said Herve Bullot, East Asia Pacific Marketing Director (Southeast Asia, Japan, Korea, ANZ) at Levi Strauss & Co.
The three (3) month campaign which will run across from September to November will cover the basics of INDUSTRY 101 such as the following topics:
| Topic | Date / Time | Speaker | Role |
| Finding your sound | 20 October 2022, 9pm | Shaykh Akbar | A&R Manager, Universal Music Singapore; Lecturer SOMA |
| Cindy Gu | Astralwerks Asia and Regional A&R for Universal Music Southeast Asia | ||
| SonaOne | Def Jam Malaysia Artist | ||
| Ironboy | Universal Music Thailand Artist | ||
| A. Nayaka | Def Jam Indonesia Artist | ||
| Navigating music industry trends and how you can utilise them | 3 November 2022, 9pm | Enzo Valdez | Managing Director, Umusic Philippines |
| Juan Karlos | Island Records Philippines Artist | ||
| huhsmile | Republic Records Philippines Artist | ||
| Bringing Music to new age audiences | 24 November 2022, 9pm | Cassandra Tan | Senior Director, Strategy, Insights, and E-commerce |
| MYRNE | Astralwerks Asia DJ/Producer | ||
| Alicia Kang | Regional Label manager, Astralwerks Asia / DJ / Emcee | ||
Serving as a means to lay the foundation for young and eager musicians, the topics covered contain quintessential information young musicians require to take on the industry as told through the voices of prominent local talents and industry leaders such as:
Shaykh Akbar – Record Producer, A&R Manager and lecturer at SOMA.
Rayi Putra – Front man of Indonesian pop-rock sensation, RAN.
Yana – Up and coming pop singer and songwriter.
Cindy Gu – Regional A&R Manager for Universal Music Southeast Asia
A.Nayaka – An artist without formal training aiming to bridge Indonesian music with the rest of the world.
SonaOne – Award winning rapper, singer, songwriter and record producer.
IRONBOY – Winner of The Rapper Thailand 1
Enzo Valdez – The man behind the success of Ben & Ben and Zack Tabudlo
Juan Karlos – Singer, songwriter and TV personality dubbed a music genius and a multi-genre artist
huhsmile – Tiktok music influencer that is genuine, quirky and on the rise.
Alicia Kang – Regional Label Manager at Astralwerks Asia who also doubles as a host and emcee.
MYRNE – DJ and producer that is highly regarded for utilising discord and gaming for his new EP.
Cassandra Tan – Consumer insights and listening behaviour expert.
Join in on the fun on Levi’s® Music Project Discord server: https://discord.com/invite/levismusicproject for exclusive access to insights, opinions and discussions by some of the regions’ industry experts!
