Fashion brand Levi’s has launched a branded channel on video sharing site YouTube.
The channel (youtube.com/onestowatch) features exclusive gig material from Levi’s One To Watch Tour 2006, which aims to showcase new and emerging bands. The first bands to feature on the channel include The Fratellis, The View and Forward Russia.
Levi’s is promoting the channel through online advertising. Banner ads have gone live on YouTube and music sites including drownedinsound.com and playlouder.com.
The channel launched this week and further footage of Levi’s-sponsored bands will be added following future gigs.
Levi’s One To Watch programme has been running for three years and aims to promote 180 bands a year. Acts supported by Levi’s in the past include Bloc Party, Hard-Fi, The Kaiser Chiefs and The Bravery.
Let’s see how it works out shall we?