Musical artists embody pioneering spirit of Levi's brand

25 May '10

4 min read

The Levi's brand continues in its tradition of bringing great jeans and great music together with launch of "Levi's Pioneer Sessions: The Revival Recordings" - a new and innovative campaign that champions musical artists who embody the pioneering spirit of the Levi's brand.

An original series of musical recordings by a diverse roster of talented musicians, "Levi's Pioneer Sessions: The Revival Recordings" features remakes of hits from past decades inspired by renowned artists. The first two songs in the series will be released this week – hip hop superstar, Nas, covering "Hey Young World" by hip hop trailblazer Slick Rick and folk rock duo, The Swell Season's rendition of the 70s disco hit, "Young Hearts Run Free" by Candi Staton.

Beginning today through the first of July, The "Levi's Pioneer Sessions: The Revival Recordings" series features the release of two singles each week by an exciting score of bands that includes:

ARTIST - SONG
Nas - "Hey Young World" by Slick Rick
The Swell Season - "Young Hearts Run Free" by Candi Staton
She & Him - "Fools Rush In" by Rick Nelson
The Dirty Projectors - "I Dreamed I Saw St. Augustine" by Bob Dylan
Colbie Caillat - "Maria" by Blondie
The Shins - "Goodbye Girl" by Squeeze
Raphael Saadiq - "It's A Shame" by The Spinners
Bomba Estereo - "Pump Up the Jam" by Technotronic
Jason Mraz - "Spirit in the Sky" by Norman Greenbaum
John Legend and the Roots - "Our Generation" by Ernie Hines

Details regarding the remaining artists who are going to complete the current roster of releases will be announced in the weeks to come.

"Slick Rick is my personal favorite MC," said Nas. "This record opened my eyes to how big hip-hop could become and Levi's Pioneer Sessions gave me the freedom to re-connect with the record in a new way."

"When I was a kid, my mother used to play this record all the time so I was excited about the opportunity to recraft it as part of Levi's Pioneer Sessions," said Swell Season's Glen Hansard on the group's remake of Young Hearts Run Free. "She taught us all the lyrics to this song. It feels great, and it reminds me of my mother."

In addition to the new original remakes, the Levi's brand will also release exclusive photos, interviews with the artists, and behind-the-scenes footage from their studio recording session, all available for download at www.levi.com.

"This campaign brings together influential musical pioneers of today with some of the most iconic musicians of all time," commented Doug Sweeny, VP, Levi's Brand Marketing. "We are excited to work with such an inspirational group of musicians while providing a platform for music fans to check out remakes of original iconic songs."

The "Levi's Pioneer Sessions: The Revival Recordings" launches on the heels of Levi's annual music festival the Levi's FADER Fort. Widely acclaimed as one of the best showcases for new music, the Levi's/FADER Fort has established its annual presence in Austin, Texas as the ultimate retreat for music lovers. Both programs reinforce Levi's role as an original pioneer within the music and fashion industries.

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