Leave it to a denim brand to provide fans with entertainment during isolating times.
On Tuesday, Levi’s announced it will host live online performances in a new series it calls 5:01 Live. Every day at 5:01 p.m. PT—a nod to the brand’s famous original blue jeans—it will stream live performances from music artists on Instagram Live.
The initiative intends to connect and entertain people forced to distance themselves socially as a result of the coronavirus pandemic. Through the initiative, Levi’s is able to support both the arts and COVID-19 relief through donations benefitting charities like the MusicCares Coronavirus Relief Fund and the Global Citizen / WHO’s Solidarity Response.
The series has already featured artists DaniLeigh, Snoop Dogg, Kali Uchis, and Taboo Nawasha of the Black Eyed Peas. As part of Nawasha’s set, Levi’s donated to L.A. Regional Food Bank and Mamba & Mambacita Sports Foundation, two charities close to the artist.
Levi’s has worked with a number of musical artists in the past, and most recently teamed with DaniLeigh, a 5:01 Live performer, on a promotion connected to her latest single, “Levi High.”
CEO Chip Bergh spoke out about recent events, noting that he’s “an optimist at heart” and confident that the brand—as well as the world—will come out of this stronger than before. He addressed employees in an email published on the Levi’s blog explaining that the brand has experienced major global challenges before, and will persevere.