Levi’s is helping to support emerging artists in Pakistan as part of its Levi’s Originals: Inspire campaign, which enables upcoming acts to reinterpret songs by more familiar brands.
The promotion is similar in style and substance to last year’s Levi’s Pioneer Sessions, which saw acts - such as She & Him and The Shins – re-recording iconic tracks from artists that have inspired them.
For this particular campaign Levi’s has entered into a partnership with two unsigned acts, Zoe Viccaji and Bilal Khan, who have both reworked the track ‘Bichara Yaar’ by acclaimed Pakistani group Strings (who also collaborate on the song and appear as the ‘originals’ in the accompanying print ad campaign).
Viccaji cites the marriage of brand and artist – which, in addition to the song creation, requires her to wear a Levi’s wardrobe at various branded events - as a “win-win situation” that gives her greater access to high quality recording facilitates that she wouldn’t normally be able to use.
Bilal Khan is equally relaxed and upfront about the creative benefits, “Levi’s is a cool brand, I wear it anyway. So I’m promoting something I believe in. Really this is just another way for me to make music”.
Interestingly, both Viccaji and Khan packed in day jobs in the advertising industry to focus their attentions on music, so clearly the marketing benefits of the alignment are not lost on the two artists. Both artists have also taken part in Pakistan’s highly acclaimed Coke Studio music program, which sees the soft drink brand providing a TV platform for both established and up and coming performers.
Zoe Viccaji's acapella version of the song can be seen below, while Khan’s interpretation of the Strings track is set for release on 10th June.