THE HOUSE OF MUSIC 101

Cultural Tension
Wild Turkey had a music platform. But it was living in the wrong postcode.
Acoustic, rustic, wilderness-adjacent.
The brand was ready for something more urban, more premium, more culturally real.

Brand Truth
Boldness and craft run through everything the Russell family makes.
The same values live in the artists who build something worth remembering, one honest record at a time.

The Idea
Transform the iconic Abercrombie Hotel into The House of Music 101.
A two-night immersive takeover built around mentorship, storytelling and emerging talent, headlined by Angus & Julia Stone, who brought ten rising artists into the room and onto the stage.

Not a sponsorship. Not a branded gig.

A genuine cultural moment with Wild Turkey at the centre of it.

Why It Matters
Ten emerging artists found a stage they hadn't had before.
A music platform found its next chapter. One that felt earned rather than bought.
And a bourbon brand proved it understood the culture it was backing.

Role: Creative Director / Writer
Agency: TBWA Worldwide
Client: Campari Group / Wild Turkey