Levii's Jeans
| "Levii's Jeans" | |
|---|---|
| Song by Beyoncé and Post Malone | |
| from the album Cowboy Carter | |
| Released | March 29, 2024 |
| Length | 4:17 |
| Label | |
| Songwriter(s) | |
| Producer(s) |
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| Lyric video | |
| "Levii's Jeans" on YouTube | |
"Levii's Jeans" (stylized with two "i"s) is a song by American singer and songwriter Beyoncé featuring Post Malone. It is the seventeenth track on her eighth studio album, Cowboy Carter (2024), which was released on March 29, 2024, through Parkwood Entertainment and Columbia Records. The song is named after the leading jeans product of American clothing company Levi Strauss & Co.
At the 67th Annual Grammy Awards the song was nominated for Best Pop Duo/Group Performance, becoming Beyoncé's first nomination in the category and Malone's third.[1]
Background
[edit]Many interpreted the song as an ode to Levi's, because when Destiny's Child struggled to be styled by high-end designers and brands in the 2000s as they broke into the music industry, Levi's starred the trio in their "Low Rise Jeans" advertising campaign.[2]
Levi's campaign
[edit]After the track's release on Cowboy Carter, Levi's changed their Instagram name to “Levii’s”, adding an extra “i” to match the stylized title of the song. They then saw an opportunity to better market their brand to a female audience by using the song commercially. On September 30, 2024, the brand announced a global campaign with Beyoncé titled "Reiimagine" that will stretch into 2025. It is based on women's history with the brand and is split into four "chapters", the first being a reimagined commercial of the company's 1985 "Laundrette" television spot. Levi's have described the partnership as "the biggest one [they've] ever done," and expect Beyoncé's impact to help bring in a boost to $2 billion in sales.[3] The first commercial starring Beyoncé amassed 2.4 billion impressions in under a month.[4]
Live performances
[edit]2024 NFL Halftime show
[edit]On December 25, 2024, Beyoncé and Post Malone gave their first performance of "Levii's Jeans" live as part of Beyoncé's 2024 NFL Halftime Show set list.[5]
References
[edit]- ^ McClay, Caché. "Beyoncé is the leading nominee for 2025 Grammys with 11 nods, becoming most nominated ever". USA Today. Retrieved 2024-12-25.
- ^ Vaughns, Victor (2024-04-05). "Beyoncé's 'Levii's Jeans' Is an Ode to the Brand That Has Always Shown Her Love". Ebony. Retrieved 2024-12-25.
- ^ Holman, Jordyn (October 2, 2024). "Beyoncé Released a Song and Levi's Saw Its Moment". The New York Times. Archived from the original on October 9, 2024. Retrieved October 9, 2024.
- ^ Thier, Jane (October 16, 2024). "A Beyoncé song gave Levi's a golden opportunity. Here's how the CEO made it a campaign". Fortune. Retrieved October 16, 2024.
- ^ McClay, Caché (December 25, 2024). "Beyoncé Bowl: See the setlist of the Ravens-Texans game halftime performance on Christmas". USA Today. Archived from the original on December 26, 2024. Retrieved December 26, 2024.
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