Levi’s and COLORS spotlight emerging global artists

COLORSxSTUDIOS and Levi’s have introduced EMERGENT, a multi-year global music initiative designed to spotlight emerging artists at key moments in their creative development.

The program focuses on artists shaping their genres through distinct artistic perspectives, combining performance, film and live events.

The initiative will feature six artists from Mexico, South Africa, the United States, the United Kingdom, France and Japan. Each artist will be presented through an A COLORS SHOW performance, live activations and an accompanying profile film developed in partnership with Levi’s, offering context around their creative approach and artistic direction.

Kevin Kaarl launches first chapter of EMERGENT

Mexican singer-songwriter Kevin Kaarl is the first artist featured in the program. His contribution includes an A COLORS SHOW performance with a preview of new music, alongside an artist profile exploring contrasting internal and external perspectives in his creative process.

Kevin Kaarl: "Being part of this project felt very honest – not just as an artist, but as a person still figuring things out. COLORS creates a space where what matters most is the music and the truth behind it, and joining that world through EMERGENT felt really meaningful. Working with Levi’s also feels full circle, because it’s a brand that was always familiar to me growing up. More than anything, this moment represents growth, exploration, and becoming."

Collaboration built on culture and music storytelling

The partnership draws on both brands’ positioning within music and youth culture, with Levi’s continuing its engagement with creative communities and COLORSxSTUDIOS expanding its platform for artist-led storytelling.

Kenny Mitchell, global chief marketing officer, Levi Strauss & Co.: "Levi’s has always been an unofficial uniform for those shaping culture through music – from the stages and studios, to the communities where new sounds emerge. COLORS has built a platform that reflects that same instinct for finding what’s real and what’s next. We’re proud to build on that legacy and help bring these shows and stories to life, outfitting the artists carrying them forward."

Global rollout includes live events

The EMERGENT program will roll out across the year, with each artist introduced individually to allow dedicated focus on their work. Additional participants from cities including New York, London, Paris, Mexico City and Japan will follow.

Alongside digital content, four artists will take part in live events under COLORS’ TONES of format, hosted in partnership with Levi’s across Mexico City, New York, London and Paris. These events aim to connect emerging musicians with local creative communities and cultural scenes.

www.levistrauss.com

www.colorsxstudios.com

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