Jeans giant Levi’s have launched a new record label, Levity, aimed at developing the careers of outstanding new groups. The label is being put together by former Channel [V] and Max Marketing Director, Andrew Valder through the newly formed music marketing company, Roderiguez
Todd Wagstaff (The Vines, You Am I, Mercy Arms) has been enlisted to provide A&R services to the new label.
Speaking of the new initiative, Levis brand manager Steve Williams offered the following comment: “The Levi’s® brand has had such incredible support from some of the biggest artists in the world for decades. By creating
Levity we now have a vehicle via which we can give back to the music industry a little of what we have been fortunate enough to take out. We are really looking forward to working with some of the best young music talent, giving them a kick-start on the road to success.”
Levity’s first signing is NZ outfit Cut Off Your Hands.
