matchboxology

A high profile, long-running relationship with Oppikoppi and long-term properties like Vintage Sundays, Young Guns and Rage for the Revolution position the brand with a prominent role in the local music community.

Levi’s® Silvertab was the birthplace of the Original Music philosophy and the Levi’s®-mat©hboxology partnership. While the brand’s hip hop clothing was only a modest success, the CSO relationship with the artists and fans made great contributions to the brand and pioneered our sponsorship 2.0 methodology.

Levi’s® Vintage Sundays redefined the intimate musical experience for artists and fans—featuring the hottest bands and artists in an up close, personal and unplugged Sunday evening pub experience ideal for the mid 20’s Levi’s® customer.  

Arno Carstens, Tumi & the Volume, MXO, Karen Zoid, The Parlotones & Farryl Purkiss are but a few of the many who’ve graced the stage over the years. What was once a one-month programme in CT & JHB has grown to a full seven-month nationwide schedule stretching from Durban to Soweto, Pretoria to the Mother City.

Levi’s® Young Guns inspires the younger consumers and artists by living up to its slogan: Disruption of the Status Quo.

Designed as intimate gigs in unusual locations featuring the cutting edge of the cutting edge, everything about this experience is revolutionary.

Every year, emerging bands and video directors apply to be Young Guns, and are personally interviewed by the Levi’s® Innovations Manager together with our own Director of Musicology. The selected are paired together with both receiving the kind of visibility and cred so critical to a rapid climb up the industry ladder.

The project won a Sunday Times Business Times Marketing Excellence Award in 2007, in the Arts and Culture Sponsorship Campaign category. Levi’s® Original Music was recognised for celebrating the originality of local music through a mutual partnership between the Levi’s® brand and SA original music initiatives. The award was based on an outstanding ability to reinvent traditional and corporate approaches to sponsorships by making them part of the brand ‘lifestyle’ as well as justifying the brand’s inclusion through adding value.