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Levis Launches Label

SYDNEY (CelebrityAccess MediaWire) — Levis, the iconic jeans manufacturer is making inroads in a new market, namely that of music by launching its own record label, Levity.

In an effort to more tightly integrate itself into the music that serves as the backbone to their marketing efforts, Levi has already signed the up and coming indie rockers Cut Off Your Hands. They further intend to sign at least two more acts this year, in hopes of developing talent that already has a close relationship with their products and serve as a springboard for future marketing endeavors between the clothing manufacturer and the acts on their label.

"What is really important is that we see this as giving something back to the music industry. What we don't want to do is to parasite off the artists." Levi's brand director Steve Williams told the Syndey Morning Herald.

According to Williams, Levis hopes to establish "credibility" with music fans by being more "immersed" in the creation of music than merely signing a check for a sponsorship deal at a festival.

"How it pays back in the long term is hard to measure. We don't expect to be selling jeans off the back of this, but in two, or maybe three years' time we hope to demonstrate to them [the music industry] that we are serious about this." Williams added "There may well be a knock-on effect to the brand equity, and higher brand equity will eventually translate into sales, but it is the brand that comes first and selling jeans second." – CelebrityAccess Staff Writers