CULTURE FORWARD

 RED BULL MUSIC

Red Bull Music is one of the most culturally credible brand platforms in music, operating at the intersection of artist development, live events, and music culture globally.

As part of a lean global team for Red Bull Music's 20Before15 year-end campaign, I developed and executed brand narrative and social strategy across 20 days, 20 exclusive tracks, and 33 artists, driving traffic to the campaign microsite and building audience engagement across Red Bull Music's channels. The campaign also included artist interviews, connecting the editorial and cultural intelligence dimension of my practice to the brand strategy work.

20 days. 20 exclusive tracks. 33 artists. One microsite. Cultural strategy at scale for one of the most trusted brand names in music.

Skills: Brand Strategy, Cultural Strategy, Brand Narrative, Community Strategy.

Tools: Sprinklr, Social Media Platforms

RedBull #20Before15 Case Study

Graphic courtesy of FWMJ

THE CHALLENGE

Red Bull Music wanted to position itself as an innovator in delivering new content and supporting creative talent. The aim of #20Before15 was to raise brand awareness across social media, bring fans worldwide together around Red Bull’s music community, and spark an ongoing global conversation about Red Bull Music.

THE STRATEGY

The #20Before15 campaign launched 20 exclusive tracks from 33 artists over 20 days, offering 1,000 free downloads each day that were posted on a microsite. Red Bull used its creative network, featuring artists like Skrillex and D’Angelo, to build excitement and engagement. Social media was key, with daily releases driving interactions across Red Bull’s international platforms.

THE RESULTS

The campaign reached over 25 million people on social media, with Facebook and Twitter followings growing by 84% and 226%, respectively. Highlights included D’Angelo’s album release, which alone reached 1.9 million people. This campaign successfully connected a global audience and strengthened Red Bull Music’s brand as a top source for new music. The success of the #20Before15 campaign led to new additions for years ahead.