Daily Times

The opening night of Levi’s Live kicked off on Saturday at Riot Studios, featuring live performances by Abdullah Qureshi, Maria Unera and Sanya Shahzad, alongside rock star Farhad Humayun, who kicked started the live session with his effortless drumming and undeniable swag!

Launched earlier this month, Levi’s has collaborated with Riot Studios for this project; the body of work by the production house speaks volumes about its technical prowess.

Speaking on behalf of Levi’s, Levi Strauss Pakistan Marketing Head Hammad Sohail said, “The true essence of music is harnessed when performed live! Levi’s is an integral part of contemporary global culture, the brand is the definition of youth spirit, energy and originality which has brought Levi’s Live to Pakistan. This is a platform to play live music for talented musicians and young upcoming artists to reach their creative heights in the Pakistani music industry. Levi’s will endeavour to take platform to bigger venues, cities and include more artists in upcoming sessions.”

On the opening night of Levi’s Live, rock musician Farhad Humayun of Riot Studios said, “Levi’s Live is a platform to feature new artists with supreme talent, who are ready to take the leap. We’ve seen some awesome performances tonight. These artists have such a bright future and I’m so glad they have a place to perform now. We hope to take this to other cities in future but right now we are cutting our teeth in Lahore. This is the most fun I’ve had playing and watching a gig in a long time.”

Abdullah Qureshi was in high spirits: “Levi’s Live was a one of a kind event. My band and I, had not experienced something like this in a very long time. The sound was amazing and whole night was perfectly managed. This is just the start to a new beginning. I’d like to congratulate the team on the success of the first show and I hope it keeps growing every month”.

Maria Unera, who had the audience amazed with her powerful vocals added, “Levi’s Live was definitely a memorable experience for me, as I got to perform and share my story in front of an amazing and supportive audience. Meeting some extraordinary musicians and talking about music in general was definitely fun. I want to thank Levi’s and Farhad Humayun specifically, for giving me a wonderful opportunity to perform. I definitely think this is a great place for artists like me to come and perform our music and further inspire people. I’m so glad that this will continue for the entire year.”

Sanya Shahzad, who sang beside Unera, while playing the guitar and keyboards said “overall it was a very well organised and fun event. Great crowd, exciting performances. It felt just like home”!

The videos and audios of the performances of the opening night of Levi’s Live will be released in October. The next Levi’s Live session is scheduled in November and will feature new and upcoming artists.