UnitedMasters x Bulleit: 100 Hours

Independent artists cited a persistent gap: access to high‑caliber guidance that protects the integrity of their stories while navigating the business of music.

100 Hours was designed to close that gap—pairing emerging artists with seasoned mentors across craft and career.

How It Worked

  • Research with independent artists surfaced two recurring needs: mentorship and industry access (A&R, production, marketing, legal). The program blueprint centered on delivering focused, high‑value time with proven experts rather than generic “exposure.”

  • Built the 100 Hours initiative with Bulleit as the funding partner: defining mentor tracks (production, A&R, branding/marketing, legal/finance), recruiting mentors, and creating an application/selection workflow that prioritized readiness and impact.

  • Rolled out mentorship sessions totalling 100+ hours with industry leaders (e.g., Kier Lehman, Jen Malone) and capped the year with public‑facing programming and celebration—amplifying artists’ work and the partnership’s outcomes.

What It Did

  • Delivered 100+ hours of targeted mentorship across creative and business disciplines—turning guidance into practical next steps for emerging artists.

  • Positioned Bulleit as a credible participant in artist development (not just a sponsor), reinforced by press and a year‑one celebration during Art Basel Miami.

  • Strengthened UnitedMasters’ role at the center of the independent ecosystem, demonstrating a partnership model that supports artists without diluting their voice.

The Bigger Picture

What began as a response to artists’ need for real mentorship became a scalable model for brand‑creator collaboration—one that pairs integrity with impact. By investing time with the right experts, 100 Hours delivered meaningful growth for artists and enduring cultural value for the brand.