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Spotify Primal Scream Levi's

Levi's launches music campaign with Primal Scream in partnership with Spotify


By Ishbel Macleod, PR and social media consultant

October 12, 2011 | 2 min read

Levi's has announced an interactive consumer campaign and music event, headlined by Primal Scream, in partnership with Spotify and Clash magazine.

The Craft of Music live events campaign launched yesterday and will involve a series of gigs featuring six up-and-coming bands at its flagship store on London’s Regent Street, with consumers asked to vote online for their favourite artist to support Primal Scream.

The two most popular artists picked by consumers will become the opening acts for the final Craft of Music event, held at The Electric in Brixton.

Anyone who votes will have the chance to win tickets to one of three in-store gigs taking place on 25, 26 and 27 October. Primal Scream and the two favourite up-and-coming acts will play to 1200 ticket winners on 10 November.

The campaign initiated by OMD UK, will be promoted across Spotify and Clash Music channels. All videos and interviews from the events will be available for Spotify and Clash users to view on their music platforms.

Tim Larcombe, general manager of Levi’s UK, said: “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.”

Spotify Primal Scream Levi's

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