Levi's to promote music ties in Channel 4 show

Levi's has funded a documentary-style TV show promoting its music credentials.

The 30-minute show, to air on Channel 4, is similar in style to cult TV
show Rapido, and chronicles the UK's independent music scene.

The show was filmed in December 2005 during the Levi's Ones To Watch

tour and features performances and interviews with new bands including

Editors, The Kooks and Kubichek. The show will air twice on the channel
on 4 and 12 February during its 4MusicZone.

The programmes were made by production company Document in association
with media agency Starcom UK.

Over the past two decades, Levi's has sought to bring fresh musical
talent into the public arena through its Ones To Watch scheme. It has
staged 360 gigs and has been responsible for spotting rising acts
including The Kaiser Chiefs, Razorlight, Hard-Fi and Arctic Monkeys.

This is the first time the jeans brand has funded a programme to support
the initiative. Previously it has exploited its association with the
tours via photographic exhibitions, online and in-store support, branded
compilation CDs and band product-placement deals.

The documentary, titled Levi's Ones to Watch: Editors, the Kooks and
Kubichek!, combines on-stage, backstage and on-the-road footage, as well
as new releases.

Levi's plans to expand its tours this year with new venues and student
unions.