Koffee goes 5:01 Live with Levi’s

Written by on April 10, 2020

Instead of lamenting the loss of their own income during the coronavirus crisis, some celebrities have lent their talents to various relief efforts or social-media campaigns. The latest to join that company is local sweetheart Koffee, who was invited to use her couch as a stage, as one of the featured stars for the Levi’s 5:01 Live concert series, via Instagram.

Levi’s 5:01 Live is the famous denim brand’s response to the COVID-19 pandemic, in the form of a monthlong virtual music festival. Each weeknight for this month, a different artiste will perform live, from their homes at 5:01 p.m. Pacific time. During this socially distant, but still intimate hand-held experience, the intent is to stay home, and stay connected.

This isn’t the first time Levi’s has centred Jamaican culture in a campaign. Two years ago, the brand recruited musicians Blvk H3ro and Unga Barunga as the faces for Levi’s Vintage Clothing FW18 Collection, with its aesthetic based on the classic reggae film Rockers (1978).


“Levi’s approached a bunch of us artistes to provide home entertainment and just encourage and uplift others through music,” Koffee told The Gleaner. And she did just that, armed with her acoustic guitar, some familiar singles ( BurningRagamuffin), and a surprising, sultry cover of Frank Ocean’s Thinkin’ Bout You.

In addition to the serenade, and the opportunity to peer into a portion of your favourite singer’s home life, the artistes were also asked to share something else dear to them. “They asked us to promote a charity of our choice,” Koffee said.

Her choice was Mentoring and Training Leaders for Tomorrow (MTLT). “[It’s] a charity that supports students and families with their tuition fees.

Over the next few months, donations will be extended to support these families in need due to the pandemic. We are in this together,” she explained, before striking the opening chord of her three-song set.

“This charity is important to me because it is geared at youth empowerment,” Koffee added. She previously engaged with the charity during the Haffi Mek It school tour last October, which took the young star before audiences at Ferncourt High, Ocho Rios High and St Elizabeth Technical High, Hampton School and Newell High School.

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