Levi’s® has launched a new four-part documentary series that follows the lives of the young musicians who participated in the Levi’s® Music Project, in partnership with Skepta.
The Levi’s Music Project launched last year as a global platform to provide community-focused access to music and to inspire the next generation of creators. In the UK, the inaugural project saw Levi’s and grime exporter Skepta hook up to build a brand new community studio in Skepta’s own stomping ground of Tottenham. Of the first young musicians to use the space, a group were given the chance to take their talents to the wider world with a performance at London’s V&A. Towards the end of last year, Complex UK did a Cover Story with Levi’s to chart the progress of those young musicians and their route towards this special game-changing performance.
We recently spoke to three of the young musicians featured in this new docu-series—rapper Keedz, singer Hak Baker, and musician and songwriter Aaron Ferrucci—to ask them about the last 12 months, the progress they’ve made, and what the future holds for them.
Hak Baker
When did you first fall in love with music?
I first fell in love with music at a very young age. Reggae music firstly, Bob Marley to be exact. Singing Bob was my first memory of singing something wholeheartedly. I still do to this day!
How did you get involved in the Levi’s Music Project and what was it that inspired you to apply?
The opportunity wasn’t one I was up for missing out on. I was suggested by a friend to apply; that was also the person who told me about the course. I didn’t feel I would have been selected. I was over the moon when I was, though.
Working with Skepta must have been a big pull. What is it about Skepta’s work that you admire?
I used to listen to Meridian Crew back in the day and used to love the music they created. Those days I was young, so I have good memories associated with those old school tunes. Nowadays, it’s the freedom in how Skepta conducts his career. He selected his own team, stayed independent and hasn’t adhered to the typical artist. It’s admirable, and I intend to do the same.
What was it like to work with Skepta? What was your relationship like with him?
It was a pal thing from the get-go. We caught a vibe from him and just rolled with it, really. It was cool to chill and just be normal; he isn’t on that celebrity cult thing, which is great.
What was it like to collaborate and work alongside the rest of the project’s participants?
This was the best bit! It was a learning curve as well. I don’t think most of us had worked with other artists that intensely before. I certainly hadn’t, and was hesitant at the beginning, but now I love it. There are a few people from the group that I continue to work with today.
What’s the most valuable thing you learned from the Levi’s Music Project?
Confidence. I was very shy and anxious about performing my songs, especially as there were better instrumentalists there than I was. I grew more confident as people started to enjoy my songs. I left the course a more confident person and I’m thankful for that.
Why is this project, and experiences like this, so important and so effective for young people?
It makes people believe in themselves. By the end of the course, everybody was feeling a lot more confidence and it was physically visible. I think most young people don’t feel they’ll amount to much; some young people lack chances to prove their worth academically, and end up going for whatever is accessible to them within their environment. Young people need opportunities like this.
What’s next for you?
Continuing my career: gigging and creating music, whilst remaining independent. I’m enjoying this ride I’m on right now! The ups, and the downs. I just shot my second video today and will be releasing the song and video very soon. I feel super positive and will continue playing anywhere I can get and create memories to write crazy tunes about.
Watch Hak's documentary here.
Keedz
When did you first fall in love with music?
I always loved to sing and dance as a kid, before I started rapping. I grew up watching music channels like Channel U and MTV Base and shows like Top Of The Pops, so I suppose music has always been a love of mine from day one. For me, music works for every occasion, which is another reason why I love it: any mood you’re in, I’m sure you’ll be able to find a song to fit it.
How did you get involved in the Levi’s Music Project and what was it that inspired you to apply?
Well, I was lucky enough to have been spotted whilst on another project, where I was given the opportunity to showcase a couple of my songs and I was approached by this awesome lady called Nell who bigged me up and told me how talented she thought I was. We exchanged details, some time went by, and I heard from her which is where she proposed the Levi’s Music Project to me and told me I should apply and get involved. I did. And the rest is history, really. Honestly, the main attraction for me was the fact it would be mentored by Skepta, so as a grime artist I thought it would be silly not to get involved with that and luckily I made the cut.
Working with Skepta must have been a big pull. What is it about Skepta’s work that you admire?
For me, it was watching the growth and consistency with him that was most admirable. I mean, I’ve listened to and watched Skepta do his thing since I was in my early teens, and to see how far he’s come whilst still keeping it real to the music he loves to make it amazing. Because of artists like him, grime now has a voice in the mainstream and it has opened doors for people like myself.
What was it like to work with Skepta? What was your relationship like with him?
It was sick. Although he was the mentor of the project, he was very much there to just hang and appreciate our talent. He gave me some really good advice along the way, and he genuinely enjoyed the music he heard coming from us. For someone who’s been in the industry as long as him to feel and appreciate our music, the that way he did, was very encouraging to say the least. My relationship with him felt very normal. The reason I use the word "normal" is because you expect when you meet a celebrity for there to be some restrictions, barriers of some sort that stop you from getting to know the real them and you only get to meet the person you see on TV. But Skepta was just so down to earth, humble, and never made you feel like you were with a celebrity which I loved, because it brings everything to reality. It makes you feel like if this guy is standing here now telling me how he’s done it, then I can do it too. We grew up in a similar community to each other so, naturally away from music, there was a lot in common.
What was it like to collaborate and work alongside the rest of the project’s participants?
I think I’m running out of adjectives to describe this project because it was genuinely so good. But working alongside the other guys was an experience I will never forget. Everyone was so talented and I have never been in a position where it's just been so accessible to collaborate with great musicians with so many different sounds. I definitely made some friends for life there.
What’s the most valuable thing you learned from the Levi’s Music Project?
That there’s no limits and no boundaries. I feel the main ethos of the project was DIY and understanding that, in this day and age, you can still do very well as an independent artist and being taught those key steps in order to make that happen.
Why is this project, and experiences like this, so important and so effective for young people?
Because not only does it educate you about the industry, it encourages, drives and really installs a sense of belief in you about what you can achieve as a musician, no matter where you’re from or what opportunities you have been given. Projects like these provide you with those lifetime opportunities as a young musician, and I just feel once you’ve experienced a project like this, you come out on the other side feeling so ready to become that musician you’ve always wanted to be.
What’s next for you?
My plan is to release lots more music and videos, keep performing and just keep going with that and see what happens. I’ve got an EP coming out this month called Let Me Introduce Myself... Says it all in the title, really. It will be my first official project and will be available for streaming so I look forward to the reaction I get off that.
Watch Keedz's documentary here.
Aaron Ferucci
When did you first fall in love with music?
I was about 15 and learning to play the drums. It was a new form of expression and way to channel my emotions. As I began to play more instruments and write songs, my love for it grew as the possibilities became endless.
How did you get involved in the Levi’s Music Project and what was it that inspired you to apply?
I was told about the project from a friend at the Roundhouse; I sent off examples of my work and had an interview. The opportunity to develop alongside people with a similar mindset was one of the main reasons that I applied.
Working with Skepta must have been a big pull. What is it about Skepta’s work that you admire?
Skepta and his team's ability to get stuff done quickly and efficiently is truly inspiring. Everything that needs to be sorted is sorted and that’s how we work. Your ideas are never limited; if it’s too extreme, they see how it can be brought to life within the means that we are working in. There’s never any giving up. If something goes wrong, refocus and try again.
What was it like to work with Skepta? What was your relationship like with him?
Working with Skepta was an incredible experience. He was open, humble and a good guy to learn from.
What was it like to collaborate and work alongside the rest of the project’s participants?
Insightful. Everyone had their key strengths and weaknesses. One of the best things about this group was that people’s weaknesses were canceled out so we were able to work really effectively.
What’s the most valuable thing you learned from the Levi’s Music Project?
To not be held back by circumstance, but to use what you have to bring your visions to life.
Why is this project, and experiences like this, so important and so effective for young people?
Ultimately, they’re inspiring and empowering. Without such experiences, you can start to feel like a needle in a haystack. Now it’s about the being the best I can be in my world and that’s where I focus a lot of my energy.
What’s next for you?
I’m currently working on different projects for other artists; a few EPs, and an album. I’m continuing to develop my sound and work on myself, too. You’ll be hearing more from me very, very soon.
Watch Aaron's documentary here.
Head here to find out more about the Levi's Music Project and #SupportMusic.
