Wild Turkey Bourbon has revealed its plans for Music 101, the experiential platform led by creative agency BRING, PR agency Eleven, and media agency Mindshare, plus Social Squad and Vivid Engagement.
The platform was launched last year, and has a pipeline including an exclusive Sydney experience, Wild Turkey’s House of Music 101, and the next instalment of its Music 101 Mentorship Program. Through music, the brand aims to demonstrate what it means to ‘Trust Your Spirit.’
Angus & Julia Stone are working with Wild Turkey to spearhead the mentorship program as lead mentors to local emerging artists.
Paolo Marinoni, marketing director, Campari Australia & New Zealand, said: “Our ambition is to carve our own path in music, building on the momentum of last year to make this year’s Music 101 platform the best yet for Wild Turkey Bourbon. For us, everything ladders back to Trust Your Spirit, which is the ethos to unequivocally follow your instincts.
“Angus & Julia Stone embody exactly what it means to Trust Your Spirit. Having had music passed down to them through generations of their family, Angus & Julia Stone have become globally acclaimed artists.
Adam Ireland, managing director at BRING, added: “The synergy between Wild Turkey’s ‘Trust Your Spirit’ brand ethos and Angus & Julia’s own experiences, makes them the perfect artist to follow on from Matt Corby’s primary role in year one, an award-winning campaign that broke new ground for the brand and delivered an enormous platform for aspiring musicians in this country.”
The brand’s Music 101 Mentorship Program aims to give a stage to up-and-coming Australian artists. This year, Wild Turkey will offer 10 emerging artists access to top industry figures in partnership with recording company Studios 301. Entries are open from 30 May to 14 June 2024.
The program will then build up to Wild Turkey’s House of Music 101, set to take place in Sydney this July. House of Music 101 will also be the physical location for part of the Music 101 Mentorship Program.
‘Wild Turkey’s ongoing music mentorship program is a great example of an earned first idea which leads into an experiential moment,” Russ Tucker, executive creative director at Eleven, said.
“We’ve enjoyed working with all the partners to turn it up to eleven for a second year.’
The integrated project will roll out across earned, owned, and paid channels over the next three months.
“Wild Turkey’s history has almost 100 years of unwavering belief and conviction, championed by Jimmy Russell who mastered his craft to deliver Wild Turkey’s signature bold flavour, for which the Russell family are known,” Marinoni added.
“Jimmy then mentored two generations of Master Distillers, who have been faithful to this ethos ever since.”
Credits:
Brand: Wild Turkey Bourbon (Campari Group)
Experiential & artist management: BRING
Mentorship program & earned media: Eleven
Paid media: Mindshare
Social media: Social Squad
Website design: Vivid Engagement