The iconic denim brand is doing its part to help encourage people to stay home in light of the COVID-19 pandemic. On March 23, Levi’s held its first “5:01 Live” on the company’s Instagram page, a mini-concert featuring one artist performing from his or her own home. The idea behind the program is simple: stay home, and stay connected. The series aims to provide users with a easy, consistent way to experience new music and raise community morale while also complying with social distancing mandates.
“We saw that we could use music to move quickly to bring some uplift to people sheltering at home,” wrote Chief Marketing Officer Jennifer Sey in a heartfelt letter published to the brand’s website.
Starting each weekday at 5:01 p.m. — a clever nod to Levi’s iconic 501 Jeans — Instagram users can tune in to watch their favorite artists perform live and can even leave revolving comments as they watch. This Instagram live feature allows users to see other viewers’ comments in addition to their own, creating a small but significant sense of unity in a time of global separation.
Since its first concert, Levi’s has featured over 20 artists, ranging from legendary rapper Snoop Dogg to beloved country singer Brett Young. In addition to music industry veterans, the series also features a wide array of lesser known artists such as Sigrid, Moses Sumney and many more. The series provides the artists audience exposure, as the company boasts an Instagram following of over 7.3 million.
A music series feels perfectly on brand for Levi Strauss & Co. The company has long supported the music community through various programs and campaigns such as the Levi’s Music Project. Sey addressed the company’s commitment to artists, stating, “We wanted to do something for the artist community, in recognition of the fact they bring us so much happiness.”
In addition to free concerts, “5:01 Live” also monetarily aids COVID-19 relief efforts. For each artist it features, Levi’s has pledged a donation in their name to the charities of their choice, including the MusicCares Coronavirus Relief Fund and the Global Citizen / WHO’s Solidarity Response.
While there are many unknowns in the face of the Coronavirus epidemic, Levi’s and artists across the nation have proven there is resilience and connectivity within the music community. Check out Levi’s Instagram page every weekday at 5:01 p.m. to tune in.