Wild Turkey opens doors on a new era of music 101 with Angus & Julia Stone via BRING Agency

The Wild Turkey House of Music 101 brought fans closer to artists’ bold stories more than ever before with a complete takeover of the iconic Abercrombie in Sydney. The event was not only the culmination of the Wild Turkey Music 101 mentorship program, which invited 10 lucky up and coming artists to learn from industry professionals, but then became a stage for these artists to shine supporting two headline shows from legendary duo Angus & Julia Stone over two nights of spectacular entertainment.

The second year iteration of the Wild Turkey Music 101 platform was created in collaboration with Eleven PR (Music 101 Mentorship Programme & PR), Yakusan (experiential and event design) and Mindshare.

BRING Agency were tasked to take its ARIA-nominated platform from year one – one that featured Matt Corby as the face of the brand and created many music moments across the country with the likes of Busby Marou & Killing Heidi – up an octave. This resulted in bringing the Stone siblings to an intimate stage that fans haven’t seen them play on in years.

Angus & Julia Stone’s synergy with Wild Turkey’s Russell family – both with stories of wisdom passed down through generations – made them the perfect choice to headline this year’s Music 101 project. Their own family’s musical talent is something that has been handed down from their grandparents to their parents; now they share that wisdom with the mentee artists of Music 101.

Says Brooke Pilton, executive partnerships director at BRING: “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. 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.”

Says Paolo Marinoni, marketing director, Campari: “Wild Turkey Bourbon has a strong history of ‘Trusting their Spirit’ and following it without compromise. This was championed by Master Distiller Jimmy Russell, who mastered his craft and made quality bourbon his way, and the right way. Our Wild Turkey Music 101 programme is the epitome of this belief; handing over the stage to bold artists that have conviction in their craft. But beyond that, 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. 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.”

The Wild Turkey Music 101 Mentorship Program brought a select group of up-and-coming Australian artists into the House experience. At both the House and the iconic Studio 301 in Sydney, some of Australian music’s top engineers, vocal producers, and songwriters mentored the Music 101 cohort to distil their unique bold stories that have led them to the precipice of music stardom. They’ll look to follow Music 101 graduates like Will Clift; who last year saw his following grow following a studio recording invite from Wild Turkey mentor Matt Corby.

The second year of their partnership with Wild Turkey comes at an exciting time for the BRING agency. The agency has recently launched Coke Studio for the first time in Australia and New Zealand alongside Ogilvy and OpenX, bringing together Tones & I, Young Franco & CHAII for the original song “(Can’t Get You) Off My Mind” Plus, the agency continues to work alongside existing partner BWS to bring to life their BWS Cool Room having just announced its next iteration with G Flip, and which last summer saw artists such as FISHER, Lime Cordiale and Armarni White grace its stages.