YMI and Letters Burning Bring Music and Fashion to So Cal High Schools

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YMI and Letters Burning team up for the "Rock Your School Tour". A 40 show concert tour visiting high schools throughout Southern California to bring free music, performing arts awareness and promoting positive and creative expression to teenagers.

Deke Jamieson, YMI EVP of Marketing and Licensing explains, “Music and fashion are two of the most important outlets through which teens express themselves. This high school tour is an opportunity for us to help inspire and motivate students to bring out

Always on the forefront of innovative marketing initiatives, junior fashion brand YMI has set its sights on a new collaboration with the L.A. based pop/rock band Letters Burning. The partnership with YMI and Letters Burning was built upon the platform that music and fashion are closely related, are major trend influencers and share common threads with teens 15-25. Working together, Letters Burning and YMI have created a novel approach to reach out to the junior consumer through music and fashion with its “Rock Your School Tour”.

A 40 show concert tour visiting high schools throughout Southern California, the “Rock Your School Tour” focuses on bringing free music, performing arts awareness and promoting positive and creative expression to teenagers. Due to the reduction in funding in the California school system, many budgets have been cutback in performing arts departments. This venture will enable thousands of students to experience a free concert at no cost to the schools and will also expose fans to music and the performing arts in a way they may not have had access to otherwise.

Deke Jamieson, YMI EVP of Marketing and Licensing explains, “Music and fashion are two of the most important outlets through which teens express themselves. This high school tour is an opportunity for us to help inspire and motivate students to bring out their ‘inner rockstar’ and get involved with the performing arts.”

Influential music publication Alternative Press magazine joins YMI and Letters Burning to promote the tour and act as media sponsor. Alternative Press Marketing Coordinator, Nichole Fazekas, states, "We're very excited to be a part of something as special as bringing live music directly into high schools. Our only hope is that this will encourage students to explore the arts and be part of their local music communities."

The 60-day tour kicks off on February 14th with performances taking place during the school’s lunch hour. Each performance will be followed by a meet-and-greet and pictures with the band, YMI, Letters Burning and Alternative Press giveaways, free music and opportunities to win prizes. Students will be encouraged to go to YMI’s Facebook page to enter to win a prize package that includes YMI and Letters Burning merchandise, Alternative Press magazine subscriptions and a $500 gift card.

Anticipating a positive response from the tour, YMI will be exploring a further expansion of the tour outside of California. President of YMI, David Vered says, “With this tour, we’re hoping to bring a positive experience to these students and the school systems that support the importance of performing arts and its impact on students, particularly those who currently have limited or no exposure to such programs.”

The members of the band- Tal Mir lead vocals and guitar, Gabe Kubanda on lead guitar and vocals, Joe Giorgi on drums and Carl Buena on bass, have been featured in the Vans Warped Tour and have performed charity shows for organizations like Invisible Children and Stand Up for Kids. “The bands I was introduced to in my teen years were my biggest inspiration in pursuing my own musical career and I truly wish I had access to a tour like this back then,” says Tal Mir.

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Evelyn Lugo
YMI Jeanswear Inc.
323-581-7700 ext. 234
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