Levi's Courts Scandinavian Beats. Their Jeans, However, Still Suck
We actually really dig this gritty promotion called Levi's Sounds, a collabo between Levi's and VICE, even if the object is pretty typical: To build brand awareness by conducting an open call for fledgling bands, all of which are seeking the opportunity of a lifetime (or at least the next six months). Participating countries include Norway, Sweden, Denmark, Iceland and Finland.
So if you're a Scandinavian band with some beats and a dream, join the contest. Submissions are all due by mid-August and the winner should be announced in November.
Winners can record a CD produced by Knut Schreiner of Turbonegro and released under NIGHTLINER, a sublabel that belongs to Universal. Oh yeah, you also get to do a Levi's ad campaign.
We suffer from a love/hate relationship with Levi's because its ads are so consistently stunning and their product remains consistently crappy.