# Body-Made Beats Levi's dENiZEN ‘We Are Music' Takes Interactive Tunes Further By Matt Ho | Published 2011-09-21 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/levis-denizen-we-are-music References: [freshnessmag](http://www.freshnessmag.com/2011/09/19/levis-denizen-collection-launch-campaign-videos/) & [youtube](http://www.youtube.com/watch?v=RWcoPUN4a4k&feature=player_embedded) For those who remember Japanese beats duo Hifana doing a jam session with sneakers, the Levi’s dENiZEN ‘We Are Music’ is fairly similar—but it involves the entire body. The whole campaign is a global initiative that tries to engage a [new generation of denim buyers](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi). The Levi’s dENiZEN ‘We Are Music’ is one of the latest promos that takes to Japan. Daito Manabe is a programmer who has attached interactive sensors to the body. Each time the individual moves, a sound effect/beat that’s on a loop, is triggered. To really put this creation to the test, he enlisted the help of Japan’s [hip hop dancers](https://www.trendhunter.com/trends/gap-and-parker-posey) to perform a short jam session based based on their movements. The result is surprisingly impressive, and it showcases the beautiful marriage of dance and music. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 32% | Activity: 77% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Viral](https://www.trendhunter.com/viral) ## Key Themes ### What's Driving This Trend - **Interactive Clothing:** Opportunity to integrate interactive sensors into clothing items for music or other forms of entertainment engagement. - **Body-motion Music:** Innovative approach to creating music based on body movements that could disrupt the music industry. - **Fashion-tech Collaboration:** Collaboration between fashion and technology industries to create interactive clothing items that allow for unique experiences. ### Who This Affects Most - **Fashion Retail:** Opportunity for fashion retail companies to incorporate interactive sensors into clothing to entice customer engagement. - **Music Production:** Idea for music production companies to explore body-motion music as a new genre and source of revenue. - **Technology Development:** Opportunity for tech companies to develop interactive sensors that can be integrated into clothing, revolutionizing the cloth-tech industry. ## Related on Trend Hunter - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Sculpted Denim Capsules](https://www.trendhunter.com/trends/anatomic-denim.md) - [Tailored Retail Experiences](https://www.trendhunter.com/trends/nextgen-indigo.md) - [Ultra-Wide Collaborative Denim](https://www.trendhunter.com/trends/superwide-levis.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Bold Denim Collections](https://www.trendhunter.com/trends/bold-denim-collections-levis-and-adsb-andersson-bell-join-forces-to-reimagi.md) - [Denim-Themed Luxury Figurines](https://www.trendhunter.com/trends/levis-6.md) - [Heritage-Honoring Immersive Campaigns](https://www.trendhunter.com/trends/the-number-that-changed-everything.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md)