The Levi's® brand has had a close association with music for many
years, mainly through its adoption of many of the biggest recording
artists ever seen.
Last hear however, Levi's® took a considered step into the digital
music arena, by launching mobile application "MAX", allowing users to
create music on their mobile phones and upload them to the website -
www.eu.levi.com/max
.
The brand ran a competition to find the best tune made with MAX, with
the winner getting their tune remixed and pressed as a 12" white
label. By doing this, Levi's® flipped the normal "produce-hit-single-
in-studio-and-turn-into-ringtone" model on its head.

The competition, judged by an international panel: Jazzanova, Freddie
Cruger, Charlie Rapino, Stephen Budd and Anthony H Wilson, was won by
UK-based Habibur Rohman.

The composition was then remixed by dance music producers Atlantic
Conveyor.

“I love the idea that kids can get a record released using their
mobile phone. This epitomizes the revolution at the heart of the
music industry.” Said Anthony H. Wilson, founder of Factory Records
and Hacienda.

The remix "Open Your Soul" or "O.Y.S." has turned out so well that
Levi's® Europe has had the remix produced as 12" white labels which
are now circulating in clubland, and getting airplay on Radio 1, XFM,
and Kiss.

It is to be released as a digital download on Monday 20th November,
at all good online retailers.

Groove Armada have opened their set with it, and it is the most
requested record in the Blue Room Show on Radio 1. Rob da Bank, Radio
1 said: "It's going to be huge" and Annie Mac, Radio 1 says it’s
"Sublime" while Nick Luscombe, XFM reckons "It's amazing".

"Music is increasingly enabled by digital technology, in the
creation, distribution and marketing of it. This little experiment
shows that you can use it to turn the prevailing and established way
of working with music on its head." Said Andrea Moore, European
Marketing Manager, Levi’s® Europe

"From listening to some other tracks from other MAX users and then
making a little fusion of my own ideas, to being released. I never
dreamed that I’d be listening to such a heavy remix, it sounds
banging ñ thank you!" Said Habibur - winner of the Levi’s® Max
competition.

"O.Y.S" by Atlantic Conveyor feat. Habibur Rohman, is distributed by
The Orchard (CAT. NO. OBS001) and can be downloaded from all major
retailers.

All profits from the release will be donated to kickass.tv charity.

“Combined with the Levi's® Ones To Watch music platform that supports
emerging talent across the UK, MAX is further proof of Levi's®
ongoing commitment to music”. Continued Moore.

For further information please contact:

Karen Durham-Diggins
kddPR
+44 (0) 208 989 2541
+44 (0) 780 8584 624
kdd@easynet.co.uk

EDITORS NOTES:
Levi Strauss & Co - http://www.levistrauss.com
One of the world's leading branded apparel companies with sales in
more than 100 countries worldwide. Since their invention in 1873,
Levi’s® jeans have become one of the most successful and widely
recognized brands in the history of the apparel industry.

Levi's® Europe continues the focus on digital marketing innovation by
expanding its European website, http://www.eu.levi.com, aimed at
their target audience of 15-24 year old girls and guys.

The website, developed by Levi's® Europe’s digital marketing agency
Lateral, has already won two LIAA’s, a BIMA, Cyber Lion, and a One
Show Merit.

Atlantic Conveyor is the brainchild of two producers: Tubbs and Steve
‘Chopper’ Harris. They represent the yin and the yang of electronic
music; Tubbs is the fiercely underground downbeat producer signed to
Exceptional Records, whilst Steve is the man behind the top ten chart-
worriers ‘The Stuntmasterz’.

Combined they create music that’s unpredictable and often
extraordinary. Fusing the fundamentals of dub, soul, disco and
leftfield electronics, they concoct something irresistibly spicy.
‘Nasty Things’ from last year’s ‘Fantastic Incidents E.P’ became one
of Giles Petersen’s biggest tunes of 2004, receiving a perhaps
unprecedented four (specialist) plays in five days from DJ’s as
varied as Radio One’s Zane Lowe and Rob Da Bank.

Norman Jay proclaimed their EP ‘all Killer, no filler’ and called
‘You Got Me’ (featuring Geno Washington) a modern soul classic.
Acclaim like this has led to Giles Petersen proclaiming them ‘one of
the top five UK producers to watch in 2005’.This, understandably has
led to ongoing remix demands, from major label rock bands to indie
label electronica.

"one of the best things I've heard for ages, watch out for Atlantic
Conveyor..." Gilles Peterson WorldWide BBC Radio 1

Published on: 12:00AM on 20th November 2006