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Bulleit Frontier Whiskey — The 100-Hour Commitment
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Bulleit Frontier Whiskey — The 100-Hour Commitment
Pushing culture forward with Bulleit
Mentorship is the key to artistic growth, but it's often inaccessible. That's why Bulleit and UnitedMasters united to change the game and opening doors for knowledge-sharing, learning, and collaboration.The 100-Hour Commitment was a bold promise to provide 100 hours of mentorship between emerging artists and industry experts.
Catering to aspiring lyricists, rappers, singers, and poets alike. Bulleit and UnitedMasters launched a series of regional events that spanned music production, legal, copywriting, marketing, finances and A&R — all with the hop of providing invaluable guidance from talented industry leaders to those looking to further their craft.
The Challenge
Amplify the partnership with UnitedMasters and foster the growth and success of emerging artists.
We worked with Bulleit in establishing a year-long commitment to provide emerging pioneers with 100 hours of mentorship from established talent and industry experts.
Bulleit has a long history of championing and amplifying those breaking new ground in culture and the 100-Hour Commitment was the brand latest year-long campaign that took that commitment one step further.
Through its long-standing partnership with music and creator platform UnitedMasters, Bulleit learned that mentorship was the most sought after but hard to find desire for those looking to crack the music industry. The 100-Hour Commitment was born to bridge that gap by providing up-and-coming artists with 100 hours of mentorship from established talent and industry experts.
The initiative unfolded over the course of a year with activations that included:
Sync – a mentorship program granting up-and-coming artists access to the calendars of key industry experts and world-renowned musicians to book dedicated mentorship sessions on sync licensing.
Keep It 100 – a bootcamp empowering up-and-coming artists to master their live performances, held in Houston, TX.
SelectCon – speed-dating style 1:1 mentorship sessions from cross-skilled experts, held at UnitedMasters’ SelectCon conference in NYC.
Build-A-Brand – a day-long brand-building workshop for up-and-coming artists to jumpstart their brand identity, held in Miami during Art Basel.
The 100-Hour Commitment came to life through 6 activations across the country attended by over 2000 guests in total. Overall, 46 mentees received 100 hours of mentorship from 29 artists and industry experts.
The Reaction
We carried out 6 activations across the country attended by over 2000 guests total, across which 46 mentees received 100 hours of mentorship from 29 artists and industry experts.
We secured 24 pieces of earned media coverage in outlets such as Complex, Blavity, The Knockturnal, CampaignUS, BizBash, Whiskey Raiders, and Fred Minnick.
