BLOG: HOW CAN WE HELP?

We have become armchair “experts” in epidemiology, phrases like “flattening the curve” rolling off the tongue. And we are longing for a return to normalcy, finding a new appreciation for the mundane – I can’t wait to take my kids to a crowded playground, go to the gym to be bored on the elliptical and say hi to the security guard at work and eat in the cafeteria. And at the same time, I feel blessed to be longing for a return to these things while steeped in worry for my friend who owns a small business and supports three generations by doing so. She too wants a return to normalcy but that may not happen. I’m torn up worrying for those who are struggling to pay for necessary medications, find shelves empty and need to purchase just a few days worth of groceries to get through. The worry is bottomless and I’m in the lucky camp, I know.

For Levi’s, music is an obvious starting point. We’re formulating a full range of response activities directed towards people across our organization and communities, but with deep ties to the music community and a long history of supporting artists with original voices, we saw that we could use music to move quickly to bring some uplift to people sheltering at home. We also felt it was important to support the community of musicians who bring us all so much joy. Artists are suffering from tremendous uncertainty during this time. Shows and tours have been cancelled, bands and crews aren’t being paid. For a famous artist that has ‘made it’ that might be ok… but what about your favorite unknown artist? What about someone just starting out? We wanted to do something for them, for the artist community, in recognition of the fact they bring us so much happiness. Music and art bring us all together and they are what we are fighting to return to. Our lives - filled with dancing, joy and creativity.

And this is how we landed on -- “5:01 Live.” Of course we made it 5:01pm – we’re Levi’s! It’s a nod to the most iconic number in fashion history. It’s also the time when we start to wind down (or should) and look for a bit of relaxation. So we called a bunch of our friends to see if they’d join us to promote the message of staying at home, but staying together. To give our fans a sense of community, a bit of fun, a moment in the day to look forward to. On behalf of each artist we are making a donation to their charity of choice or providing direct funds to support their ongoing endeavors.

We have a very special line up in store for you. Hopefully you’ve already enjoyed Kali Uchis, Snoop Dogg and Taboo. Coming soon … DaniLeigh -- followed by Burna Boy, Chase B, Alec Benjamin, Moses Sumney, Ravyn Lenae, ?uestlove, Kiana Lede, Arizona Zervas, Jim James, Sylvan Esso, Koffee, Duckwrth, Vic Mensa, Charlotte Lawrence, SG Lewis, Deer Tick, Hayley Law, Jaden Smith, Harry Hudson, Taco, Benee, Head and The Heart, Brett Young and so many more.