Levi’s® and COLORSxSTUDIOS Launch EMERGENT to Spotlight Future Music Icons
Global denim powerhouse Levi Strauss & Co., through its iconic Levi’s® brand, has partnered with COLORSxSTUDIOS to introduce EMERGENT, a bold new multi-year global music program dedicated to amplifying the next generation of genre-defining artists.
Designed to celebrate originality and creative authenticity, EMERGENT provides a platform for rising talent who are actively shaping the future of music. The initiative focuses on artists with a distinct voice and vision, offering them space to present their work with depth, storytelling, and cultural context.
His A COLORS SHOW performance, released on April 8, includes an exclusive preview of new material. The accompanying artist profile delivers a unique, non-linear narrative that reflects both his inner world and external creative expression.
“Being part of this project felt very honest—not just as an artist, but as a person still figuring things out… this moment represents growth, exploration, and becoming.”
Kaarl describes the experience as deeply personal:
A Legacy of Culture and Music
“Levi’s® has always been an unofficial uniform for those shaping culture through music… We’re proud to help bring these stories to life.”
According to Kenny Mitchell, Levi’s® has long been intertwined with music culture:
This collaboration builds on both brands’ shared commitment to authenticity—connecting fashion, music, and cultural storytelling in a meaningful way.
Beyond the Screen: Live Cultural Moments
EMERGENT will extend beyond digital content into real-world experiences. Four of the featured artists will participate in TONES of—COLORSxSTUDIOS’ city-based live event series—hosted in key cultural hubs including Mexico City, New York, London, and Paris.
These events will create direct engagement between artists and local communities, reinforcing the program’s mission to connect global talent with the scenes that inspire them.
A Spotlight on South Africa
With South Africa included in the program’s global lineup, EMERGENT presents a major opportunity for local artists to gain international exposure. As the rollout continues throughout the year, anticipation is building around which South African act will represent the country on this influential platform.
Where to Follow EMERGENT
Music fans can follow the journey of EMERGENT through the YouTube channel of COLORSxSTUDIOS, as well as Levi’s® social platforms on Instagram and TikTok.
With EMERGENT, Levi’s® and COLORSxSTUDIOS are not just showcasing new music—they are documenting the evolution of global sound, one artist at a time.
