in Cosmopolitan UK's February 2011 issue. 222 Productions In 2013, Levine started a production company 222 Productions and the first project was Sugar (2018), a YouTube Premium web television series which was inspired by the music video for the Maroon 5 song of the same name. It follows music artists to crash events for unsuspecting fans. The company produced a reality competition series Songland, which premiered on NBC on May 28, 2019, where Levine served as executive producer. The company signed a deal with Wheelhouse Entertainment. Business ventures and endorsements In October 2008, Levine collaborated with First Act to create the First Act 222 Guitar, which was fashioned to his specifications. The guitar was sold via Target stores. Two years later he launched his own fashion line, entitled "222", at the Project Trade Show in Las Vegas. The collection features jeans, basic T-shirts and leather jackets. The venture was organized in partnership with his father, Fred Levine (who operates a chain of specialty boutiques), and his cousin, Sami Cooper. In June 2011, Levine took part in an educational campaign to raise awareness of attention deficit hyperactivity disorder (ADHD). The project, titled "Own It", was created by Shire and organized in collaboration with the Attention Deficit Disorder Association (ADDA), Children and Adults with attention deficit hyperactivity disorder (CHADHD). The project targets people who were previously diagnosed with the disorder, focusing on how it may continue into adulthood. Levine, who himself was diagnosed with ADHD as a teenager, said: "This campaign is important to me because it can help young adults and adults realize that there's a chance they may still have ADHD if they had it as a kid". In connection to this, he wrote an article in ADDitude Magazine about his personal experience with it. Levine founded his own record label, 222 Records in February 2012. He stated that he was inspired to start the label to sign on Rozzi Crane, an USC music student he discovered through a mutual friend. She became the first singer signed on to the label, followed by Glee actor Matthew Morrison, Mexican artist Diego Boneta, and The Voice season 2 contestant and part of Team Adam, the singer Tony Lucca. It was reported that he was negotiating further with potential distributors, as well as organizing staff, to operate as a full-fledged record company with departments such as marketing, radio and publicity. In September 2012,