In 2024, Wild Turkey wanted its Music 101 platform to reach a more premium, urban audience.
Working with TBWA Eleven PR and BRING by Universal Music, the House of Music 101 transformed Sydney’s iconic Abercrombie into an immersive celebration of bold artistry and mentorship.
The two-night event featured headline performances by Angus & Julia Stone, alongside ten emerging artists from the expanded Music 101 Mentorship Program.
A seamless blend of craft, culture, and storytelling that elevated Wild Turkey’s connection to modern music culture.
Agency: TBWA Eleven PR + Bring Agency by Universal Music
Client: Campari Group (Wild Turkey)
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