Wild Turkey Music 101 reminds Aussies to trust their spirit in new campaign via BRING + Eleven


Wild Turkey Bourbon has unveiled what’s in the pipeline for Music 101 this year. Plans include an exclusive Sydney experience, Wild Turkey’s House of Music 101, and the next instalment of its Music 101 Mentorship Program. Through music, Wild Turkey aims to show Aussies what it means to ‘Trust Your Spirit.’ The program launches with a new campaign via BRING, Eleven, Mindshare, Social Squad and Vivid Engagement.


Australian music legends Angus & Julia Stone will be working with Wild Turkey to spearhead the program and be the lead mentors, encouraging Aussie emerging artists to trust their spirit and elevate their careers.

The Wild Turkey Music 101 Mentorship Program is about giving a stage to up-and-coming Australian artists, providing a platform to share their boldest stories in a celebration of community, music, conviction – and, of course, bourbon.

This year, Wild Turkey will offer ten ambitious artists access to top industry figures, in partnership with the experts from Studios 301 – Australia’s most iconic recording company and home to some of the best audio engineers, vocal producers, and songwriters who are part of the mentor cohort.

Working with its agency partners, BRING, Eleven, Mindshare, Social Squad and Vivid Engagement, the integrated project will roll out across earned, owned and paid channels over the next three months. All building up to a unique experience, Wild Turkey’s House of Music 101, to take place in Sydney this July. It will be a place to for people to immerse themselves in music while savouring the distinctive bold flavours of Wild Turkey Bourbon. More details to be unveiled in June. House of Music 101 will also be the physical location for part of the Wild Turkey Music 101 Mentorship Program.

Wild Turkey Music 101 reminds Aussies to trust their spirit in new campaign via BRING + Eleven

Says Paolo Marinoni, marketing director, Campari Australia & New Zealand: “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.

“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.”

Says Russ Tucker, executive creative director, Eleven: ‘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.”

Says Adam Ireland, managing director, BRING: ‘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.”

Lead mentors Angus & Julia Stone are calling for up-and-coming Aussie artists to apply for the Wild Turkey Music 101 Mentorship Program, with the chance to build and showcase their skills at Wild Turkey House of Music 101. Aspiring artists can apply via wildturkeymusic.com.au/mentorship. Entries are open from 30 May to 14 June 2024.

Fans are encouraged to keep an eye on Wild Turkey’s social channels to hear more about the Wild Turkey Music program & how you can attend the House of Music 101. Follow us at @wildturkeyau.

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