Music has always been a part of Levi’s brand DNA. Over generations, Levi’s brand has been connected to music in one way or another.
Be it through dressing not only the singer – but the roadie, the guitar tech, to the producer, promoter, songwriter, music fan and everything in between – we dress both the heroes and unsung heroes of the music industry.
The Levi’s brand has been present at music festivals across the globe-spanning decades and has also influenced artists and their sense of style across multiple genres throughout the years. From Glastonbury in the ‘60s and ‘70s through to Splendour, Bluesfest and Coachella today – Levi’s brand has been there.
Music is about rebellion and freedom of speech and so are we. We want to give back. We want to assist in supporting the arts and in supporting emerging artists take their career to the next level.
It is for this reason that it makes sense for us to further support the music industry and offer up a Levi’s Music Prize to further give back to the music community and all that it stands for.
The Levi’s Music Prize is an exciting new initiative that will enable Australian bands and artists to maximise that next opportunity to get them to the next stage of their careers.
The total Levi’s Music Prize is a contribution of $100K annually which will be divided into 4 x $25K sums which will go towards funding 4 x quality artists/acts each year. The Levi’s Music Prize is aimed at early to mid-career artists seeking to capitalise on the initial success that they have already achieved for themselves. It is at this critical stage of many artists’ careers that it is difficult for them to stay on the journey and sustain the momentum that they have created. This happens for a number of reasons – but more often than not it is because of financial limitations.
As many in the music industry would be aware – it’s a tough game. An artist or band may have a successful first album cycle or first tour, but where to from there? In order to keep up the momentum – bands need to get out on the road, travel overseas to do meet and greets with international record labels and get back into the studio to possibly record the next EP or album. Sometimes they may just need to produce a video for their next single release, or wish to work with an international producer that is proving too cost prohibitive. We understand that when the opportunity knocks – you have to be ready to leap into action – which is not always possible if the cash flow is just not there.
This is where the Levi’s Music Prize comes into play, and is the first of its kind. It’s also the biggest annual prize pool in Australian music history. The program will be run in partnership with QMusic and Sounds Australia. These two reputable Australian music industry bodies will assist Levi’s brand with administering the funding and also in offering advice and counsel where required.
The Levi’s Music Prize is open to artists that have played on the BIGSOUND Festival line-up in the last 5 years, including 2017. These are artists that have already engaged in some kind of export/international touring activity – which is the focus of the prize.
The total Levi’s Music Prize is a contribution of $100K annually which will be divided into 4 x $25K sums which will go towards funding 4 x quality artists/acts each year.
The prize has 2 components: