Wild Turkey announced the U.S. launch of Trust Your Spirit, a 360° program designed to elevate bold voices in the music industry, spotlighting stories of community, creativity and conviction.

This year, the brand has partnered with iHeartMedia – the No. 1 audio company responsible for putting thousands of emerging artists on the map – to continue the brand’s efforts to advance talented emerging artists, as well as those working behind the scenes, and give back to those who help shape culture in their community.

This multi-faceted program furthers Wild Turkey’s ongoing commitment to elevating bold stories by being the bourbon behind the music and is an extension of the brand’s global campaign and platform, “Trust Your Spirit,” which features new creative starring various musical sensations from around the globe. In the U.S., Wild Turkey has partnered with Austin, TX-based Americana musician Shakey Graves, who used his successful acting career as a jumping off point to pursue his dream of becoming a musician.

“Standing by your conviction isn’t always easy, but the boldest stories are told by those who trust their spirit,” Mark Watson, Marketing Director at Campari America, the spirits maker behind Wild Turkey, said in a news release. “There’s an undeniable magic in the music an artist makes when they trust their own gut and don’t just follow the direction of others – and the same is true of making bourbon.”

The U.S. program will shine a light on much of the industry’s unheard and undiscovered voices – both on and off stage – who embody the essence of what it means to trust your spirit. This will come to life through a series of concerts and listening sessions, mentorship opportunities, charitable initiatives and more driven by Wild Turkey, including:

• #101BoldNightsMusicMentorship competition that seeks to find and support an emerging musical artist who has demonstrated a passion for trusting their spirit and telling bold stories through their craft.
• Wild Turkey, in partnership with iHeartMedia, will donate $50K each to Spaceflight Records and Sweet Relief Musicians Fund, two nonprofit organizations that are helping to promote and advance talented musicians’ careers, as well as support those working behind the music scenes.
• 101 Bold Nights benefit concert series in collaboration with iHeartRadio, starring The Black Keys (May 24 in Nashville, TN) and Shakey Graves (October in Dallas, TX), where whiskey fans and music lovers ages 21+ can sip Wild Turkey bourbon while listening to artists’ new songs, and the stories behind them.
• The official Wild Turkey Lounge at music festivals across the country, including New Orleans Jazz Fest, iHeart Country Festival, Beer Bourbon & BBQ and Hopscotch, among others, where consumers can learn more about the bold stories behind Wild Turkey’s heritage, listen to emerging musical artists who trust their spirit, and enjoy bold bourbon cocktails. 
• The launch of Wild Turkey’s ‘101 Bold Radio’ station celebrating Roots Rock, Country, and other strong “storytelling” genres, hosted on iHeartRadio. The station is dedicated to giving music fans more opportunities to listen and learn about undiscovered and emerging artists.

“At iHeart, we’re passionate about giving musical artists from all backgrounds and genres a platform to share their music and working with like-minded partners who are just as passionate about helping emerging artists forge their own path,” said Tom Poleman, President and Chief Programming Officer for iHeartMedia “Our partnership with Wild Turkey allows us to reach more talented artists and discover new voices coming up on the music scene, all while providing one-of-a-kind experiences for consumers to enjoy the music created by those who trust their spirit.” 

Since 2021, Wild Turkey has focused on “giving back,” tapping its size and scale to support, celebrate and uplift the music industry through different initiatives, including the creation of its music mentorship program with 501(c)(3) non-profit record label Spaceflight Records, monetary donations to community-based music initiatives, and more. From local legends to emerging artists on the cusp of discovery, Wild Turkey supports the spirit that keeps these bold stories moving forward in celebration of music, community, and unwavering authenticity.

 To learn more about “Trust Your Spirit,” including how to enter to win free tickets to see your favorite acts via sweepstakes hosted by iHeartRadio, and learn more information on the upcoming musical mentorship program and event dates, visit Wild Turkey’s 101 Bold Nights.