Intervju: Mabel x Levi’s® Music Project

Under fjolåret introducerade Levi’s® popstjärnan Mabel som deras nya ansiktet utåt. Du känner säkerligen igen henne från hitlåtar som “Don’t Call Me Up”, “Mad Love” och nu senast “Let Them Know”. 2021 syntes hon i deras Spring/Summer-kampanj och i år fortsätter samarbetet. Tillsammans pushar de Levi’s® tidlösa design mot nya höjder – i ett långvarigt collab som för samman mode med musik.

2016 introducerades Levi’s® Music Project i Europa, en community där unga talanger från hela världen kan connecta med etablerade artister. Nu får Levi’s Music Project en digital plattform för att kunna nå ut till ännu fler. Genom en digital Discord-kanal kunde deltagarna komma i kontakt med artister samt finna verktyg för att utveckla sin talang och gå med i tävlingar – med mentorskap i vinstpotten. 

 Som ambassadör för Levi’s® är Mabel även en del av deras Music Project, som just mentor för att dela med sig av sina egna tips. Dessutom har Music Project-communityn utmanats att göra en cover på Mabel’s hyllade singel “Let Them Know” från 2021. Hon kommer själv ge feedback på sina fem favoriter genom en Discord session och vinnaren ges chansen att jobba med någon från musikindustrin för en egen session på Levi’s® Studio. 

I en intervju med Dopest berättar Mabel om kommande musik, samarbetet med Levi’s® och deras Music Project. 

DOPEST: So, we just entered 2022! Do you have any new year’s resolutions? 

MABEL: “You know what? To be honest I feel like everytime I try to make a new year’s resolution I just get disappointed. But of course I’ve set up some goals for myself. I wanna release more music, and eventually an album … Also I wanna continue to be creative with my music videos and have a lot of input there. I have so many ideas and I hope they will come to life this year! Another thing is that I wanna try to enjoy the creative process more. When you’re ambitious, it’s so easy to get caught up in the process and always think one step ahead. The pace is a bit slower now, which is good if you’re tryna appreciate and live more in the moment.”

You’re currently living in London. What’s it been like in the UK during the pandemic?

“Of course it’s been weird having to stay home, and it’s been a completely different lifestyle. But I was pretty exhausted when corona first started, so even tho a lot was going on in the world, the timing of just staying at home and spending time with family was actually just what I needed. I had just finished a tour when the first lockdown happened. But it still feels strange of course, as if it’s not really the same here yet. I’ve been spending most of my time working, or I’m out in the countryside. I actually have my own horse, I’m really a country girl you know hahah!”

The last two years many artists had to get used to a new reality with canceled shows and postponed tour dates. What’s been the most challenging part of being an artist during the pandemic? 

“I’ve missed perfoming live and feeling the energy from the crowd. I love touring. I mean you get tired, but I just love the vibe at the tour bus and everything else that comes with touring. That’s definitely something I miss! It’s such an important part of being an artist. Of course you spend time in the studio and write songs, but you just get so much energy back from playing live. When almost a year had passed without any live performances, it felt really tough.“

Where do you dream about performing once the pandemic is over? 

“There are some places I’d love to go. For example I love playing shows in Ireland, it’s so much fun. I just can’t wait to do a headline tour. One of my goals is to grow as an artist and do an arena show in London. And of course I wanna go back to Stockholm!”

Last year was a warm up for your upcoming second studio album – what can you tell us about that?

“Well, what I can tell you is that there is a project that I’ll drop when the time is right … It’s a project that I love and that I’m really proud of. It’s definitely my best music till this day. Unfortunately I can’t give you any dates just yet.”

In 2021 you released “Let Them Know” where we would get some 80’s and 90’s dance vibes. Are we gonna hear any unexpected sounds or genres on the upcoming project? 

“I’ve never really thought of myself as an artist that’s doing just one genre. I’ve never wanted to put myself in a box – I always mix a lot of different sounds. I believe that you’re gonna hear that in the music that’s dropping this year. 2022 I’m gonna continue to grow and push new limits!”

So, moving on to a different topic. Last summer you stepped into a collab with Levi’s as their new brand ambassador for Spring/Summer 2021. Tell us about the collaboration! How did it happen? 

“I alway wanna collab with brands that I really believe in. It’s not just the clothes that matters, but the values of the company. I’ve worn Levi’s since I can remember. As a teenager I was searching vintage stores for 501®’s. Actually I still have a lot of the jeans that I bought in Stockholm as a teenager. I’ve been through a lot of different phases but Levi’s have such timeless pieces. And 501®’s for example could be worn with basically anything. From sneakers to high heels – there’s no limits. So when Levi’s contacted me last year it just felt natural for me. I jumped on board as their ambassador and we shot the campaign. It’s a dream working with a brand that I’ve been wearing myself since I was a kid.” 

What are you working on right now?

“This year we’ve tried something completely different. We’ve actually created a Music Project together. I love that Levi’s are working on a project that I really believe in. Through Levi’s Music Project we will be doing a Cover Challenge where I’ll be reviewing covers of ’my singel ’Let Them Know’. It feels great to be able to push young new artists through Levi’s and my own platform.”

What’s important to you when working with a brand? 

“Levi’s works a lot with sustainability. That’s so important to me, since I’m not a big fan of fast fashion. I wanna try to inspire young people to buy clothes that are sustainable, that can be worn for generations. And these values are something that Levi’s stands for! 

What’s most important for you when picking an outfit?

“I always gotta feel comfortable. That’s so important to me. The way I dress depends on how I’m feeling that day, but I always gotta feel comfortable and powerful. Another thing is that my outfits often have to work for many different occasions. Sometimes I have to move from the studio and directly to an event – and only have time to switch shoes. Then one outfit has to make the cut! 

What can we expect from Mabel and Levi’s in 2022? 

“I believe in creating long-lasting relationships with brands that can grow over several years. This year you’re gonna see more of this music project that we started in 2021 and hopefully there’s a lot more to come! I’ll always be wearing Levi’s and 501®’s and I really believe that I can grow as an artist together with Levi’s.”

Håll koll på Dopest.se för fler nyheter kring Mabel och Levi’s Music Project!