This evening was the launch of the Levi’s Jeans sponsored record label Levity. The first and so far only signing, Kiwi band Cut Off Your Hands played at the event held at the National Art School.

It’s an interesting marketing and music business initiative. Levi’s paid for the recording of Cut Off Your Hands new EP, Blue on Blue. It was recorded in London with Bernard Butler producing, something that would have been nigh on impossible without the financial backing of Levi’s.

The band still own the recording and in return appear in some Levi’s advertising and have the EP released on the Levity label. The band get some very handy financial assistance and publicity and Levi’s improve their brand with a reputation as a grass roots music supporter.

With the music industry in decline we’re bound to see more initiatives like this.

Jerry over at Who The Hell wrote more about it and has a stream of one of the songs off the new EP.

Levi’s are on to a good thing with Cut Off Your Hands. They’re a great band, write catchy upbeat tunes, look good and are one of the hardest working bands around.

They played SXSW and a bunch of shows in the US, they then went to the UK and did another round of shows and recorded. They came back to Australia and just finished a tour with Young and Restless. Next they do a 17 date tour of New Zealand, playing the major cities and every sleepy holiday town in between. They’re then back to Australia on tour with Teenagers in Tokyo in August. Then probably again in December. It makes me tired just thinking about it.