Hi, I’m Magali Charmot Aka Mag
Projects → Levi’s
During my time as Head of Strategy at Imprint Projects, and in a post-covid world, we needed to pivot Levi’s long running Music Project platform to a digital-first approach, making their support to free music education stronger and wider.
APPROACH
We developped a global music hub on Discord, a platform that enabled Levi’s marketing regions – large and small – to host impactful, intimate experiences with top musical talent and music fans online. To publicly launch this new evolution of the Levi’s Music Project, we partnered with Khalid to create an IRL x Digital hybrid program. A new music lab was created at the Boys and Girls Club of El Paso, and a remix challenge of Khalid's hit track "Better" was launched exclusively on Discord for people to participate all around the world.
RESULTS
- The Discord server gained thousands of members in its first month, and continuously grew with the backing of world-class talent.
- Beyond monthly artist-led programing, the Discord community brought music fans and musicians together, organically supporting each other’s talents, sharing new music, providing resources, and much more.