Culture Marketing // Creative Production

Levi's Music Project x Vince Staples

Levi's Music Project x Vince Staples

As part of the Levi’s Music Project, Levi's partnered with Vince Staples and the YMCA Youth Institute to develop Music x Technology, a program that provides free music education and production resources to low income and culturally-diverse students in Staples’ hometown of Long Beach, CA. To launch Music x Technology, Levi’s and Vince Staples hosted songwriting and music workshops with producer Dion “No I.D.” Wilson and graphic artist Philip Lumbang. A documentary about this new community resource served as the centerpiece for digital and in-store content.

I oversaw the program from conception to launch including creation of the project scope, budget, artist engagement, program concept, nonprofit partnership, activation execution, and content production. 

Agency: Imprint Projects

Creative Director: Diego Marini
Executive Producer: Lien Nguyen
Project Manager: Kat Kennedy
Producer: Vanessa Escamilla
Prod. Coordinator: Mars Osterello

Director: Michael Belcher
Photo: Lauren Crew