In continuation with their campaign “Go Forth”, Levi’s has teamed up with the rock band Primal Scream, Spotify, and Clash magazine to launch “Craft Of Music”. This pioneering music event is made for, and created by the fans.

The first step of the campaign is voting for which two of the six bands competing will support Primal Scream at their gig. The voting will be done online by consumers, and the gigs will take place in Levi’s flagship store on London’s Regent Street. Six bands will compete, two per gig. The setlist and cover track for Primal Scream is also selected by online voting.

“We are thrilled to launch this pioneering music campaign that offers consumers such a unique opportunity to craft a major music event. Our global brand campaign, Go Forth is a rally cry to create positive change and celebrates today’s pioneers and this campaign is a way of reiterating and celebrating this,” said Tim Larcome, general manager of Levi’s UK.

All voters are eligible to win tickets for the three in-store shows, and 1200 of them are gonna go see Primal Scream and the two selected bands. The in-store gigs will take place on 25, 26 and 27 October, and the grand finale on 10. November.

The campaign initiated by OMD UK, is being supported by Spotify and Clash, all interviews and videos from the event will be available for streaming on their music platforms.

This campaign, has a similar goal like “The Great Volkswagen Art Heist”, making a deeper and more intimate connection between the brand and the consumers. When you have a strong brand that people have a passion for, such as Levi’s, deepening the relationship is sometimes far more important than meaningless ” check this new collection out!” teen type of ads.

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