Wild Turkey unveils new mentors for Music 101 program, via BRING and Eleven

Campari’s latest instalment of Wild Turkey Bourbon’s Music 101 has been revealed, including the next phase of its mentorship program, featuring Angus & Julia Stone.

Last year, Wild Turkey launched Wild Turkey Music 101 in Australia, led by creative agency BRING, Universal Music for Brands, along with a purpose-led national mentorship program to support aspiring Australian artists, developed by Eleven. The Wild Turkey Music 101 bespoke program supported more than 50 local artists, with a final selection mentored by Australian musician Matt Corby.

This year, Australian musician duo Angus & Julia Stone will lead the mentorship program, encouraging emerging Aussie artists to elevate their careers. 10 artists will be given access to top industry figures, in partnership with experts from recording company Studios 301.

BRING’s managing director, Adam Ireland, said: “We’re thrilled to announce that critically acclaimed Australian duo, Angus & Julia Stone will spearhead Wild Turkey’s ongoing music platform, House of Music 101. 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.”

Working with its agency partners – BRING, Eleven, Mindshare, Social Squad and Vivid Engagement – the project will roll out across earned, owned and paid channels over the next three months.

“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,” said Paolo Marinoni, marketing director at Campari ANZ.

“Angus & Julia Stone embody exactly what it means to Trust Your Spirit,” he continued. “Having had music passed down to them through generations of their family, Angus & Julia Stone have become globally acclaimed artists.

“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.

“Jimmy then mentored two generations of Master Distillers, who have been faithful to this ethos ever since.”

The campaign will run in the lead up to Wild Turkey’s House of Music 101 – an immersive experience set to take place in Sydney in July. The house will also be the location for part of the mentorship program.

Russ Tucker, ECD at Eleven, concluded: “Wild Turkey’s ongoing music mentorship program is a great example of an earned first idea which leads into an experiential moment. We’ve enjoyed working with all the partners to turn it up to eleven for a second year.”


Brand: Wild Turkey Bourbon (Campari Group)

Experiential & artist management: BRING, Universal Music for Brands

Mentorship program & earned media: Eleven

Paid media: Mindshare

Social media: Social Squad

Website design: Vivid Engagement


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