Johnnie Walker aimed to connect with a new generation by translating its “Keep Walking” philosophy into a credible music platform. The goal was to find and empower emerging Thai artists, giving them the tools and opportunities to advance their careers.

Partnering with Fungjai, the brand launched a program with an open call that drew over 130 applicants. Ten finalists were chosen for a mentorship program with three music industry “Keepers.” The program culminated in a final showcase where the top three artists—For Who High, NTFOLK, and Varis—were awarded career-defining opportunities: a performance slot at Wanderland Festival 2025 in Manila and Bangkok Music City 2025, along with professional recording sessions.