Levi's Music Project x Snoop Dogg
Levi’s and Snoop Dogg partnered to support the build out of a music studio for the YMCA Youth Institute in Snoop’s hometown of Long Beach, California. The Levi’s Music Project provides music education resources to communities in need. The Youth Institute provides leadership and arts education opportunities to culturally-diverse youth from low-income backgrounds.
Snoop invited super producers Rance Dopson and James Fauntleroy from legendary group 1500 or Nothin’ to lead the music production workshop, while Snoop himself led a session on music and business. A suite of content assets including documentary video, promo video, and photography told the story across Levi’s and Snoop’s site, blog, and social channels. During the shoot, Complex was onsite to capture the story as well.
As EP, I over the project scope, community partner engagement, artist engagement, program development, and production. To make this project possible in the timeframe, we kept the team lean and agile throughout the planning and production.
Agency: Imprint Projects
Creative Director: David Kramer
Executive Producer: Lien Nguyen
Producer: Amanda Weidman
Director: Eli Born
Editor: Nick Pezillo
Photo: David Morrison