Wild Turkey’s Music 101 platform, now in its second year, wrapped its 2024 program with a takeover of The Abercrombie in Sydney, rebranding as The Wild Turkey House of Music 101. The event was led by BRING, a creative agency powered by Universal Music Group.
The Music 101 mentorship program offers ten emerging Australian artists an opportunity to learn from industry professionals, culminating in a final performance over two nights. This year, the cohort supported headline act Angus & Julia Stone.
The program was done in collaboration with TBWA’s PR and social specialist agency, Eleven, which led the Music 101 Mentorship Programme and PR efforts. Yakusan, a brand experience group, managed the experiential and event design, while Mindshare handled media.
Wild Turkey Music 101 cohort
“Music 101 has continued to develop into a platform that supports the the artists of tomorrow by bringing them closer to renowned industry talent and giving them a stage to find new fans,” said marketing director, Campari, Paolo Marinoni.
“The House of Music 101 has created an ownable space to bring fans into the Wild Turkey brand to show, not tell them what it means to ‘Trust Your Spirit.'”
Angus & Julia Stone
The platform’s first year featured solo artist Matt Corby as the face of the brand and led to music events across Australia with artists like duo Busby Marou and rock band Killing Heidi. Among the program’s graduates is Will Clift, who gained attention following a studio recording opportunity with mentor Corby.
“We are thrilled to embark on our second year of partnership with Campari Australia and Wild Turkey and are excited to continue to help them solidify their voice in music,” said Brooke Pilton, executive partnerships director at BRING.
“With the addition of Angus & Julia Stone to the headline spot for 2024 we continue to deliver artists who are known for their craft, push boundaries and will help amplify the brand story of ‘Trust Your Spirit’ in a compelling way that resonates with and helps to recruit the next generation of Wild Turkey drinkers.”
Angus Stone
The Wild Turkey Music 101 event follows BRING agency’s recent work, including the launch of Coke Studio in Australia and New Zealand alongside Ogilvy and Open X. The campaign united Australian artists Tones And I and Young Franco, and New Zealand’s CHAII for an original music track and video, (Can’t Get You) Off My Mind.
BRING has also announced its latest collaboration with BWS, featuring G Flip as the next artist to headline the BWS Cool Room as part of the brand’s launch of BOX Alcoholic Juice.
See also: Coke Studio launches in AUNZ with Tones and I
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Top Image: Angus & Julia Stone