HYPEBEAST x BULLEIT Event, March 2024 - IRL Experiential Pop-Up

For aspiring musicians, success is a road rarely traveled alone. Behind every blockbuster act is an A&R, an agent, a manager, a videographer and more, shaping the trajectory of an artist’s career. For independent creators, these connections are anything but free. Bulleit Frontier Whiskey’s Pioneer Project, in partnership with the record label and music distribution platform UnitedMasters, has provided over 100 hours of mentorship to emerging creators, among them multidisciplinary artist SIRA (Marissa Lewis) and rap artist Oke Junior (Matthew Osivwemu).

The program aids artists in refining their artistic disciplines, propelling their work forward by exploring the idiosyncrasies of collaboration, music production, branding, finances and more. In partnership with Hypebeast, multidisciplinary artist SIRA and rap artist Oke Junior were paired with respective mentors, Artist Manager Ebonie Ward and A&R Executive Sickamore (Randall Jesse Medford) — two industry legends in their own right — who’ve molded the contemporary landscape of rap and hip-hop genres. The campaign culminated in a panel, “The 100 Hour Rule: Lessons on Navigating the Music Industry,” held at Hypebeast’s 41 Division location, where the creators discussed the benefits of mentorship and collaboration.