Red Bull Music Academy Festival New York
Proof that branded content can actually be good.
The New York Times
Solange: An Ode To
RBMA Festival New York 2017, The Guggenheim
Role & scope
2014–2019 · Marketing Director, Red Bull New York
- Brand Strategy
- Programming Partnership
- Public Relations
- Social
- Paid Search
- Creative Direction
- Content Production
- Team Build
- Budget Ownership
Context
In 2013 the Academy came to New York once, then left. I turned it into an annual festival — the Guggenheim, the Met, Park Avenue Armory, a warehouse in Greenpoint. It ran six years and sold out every one.
The campaign model became Red Bull’s template for city festivals worldwide.
04 — Proof points
Results
- 81M
- media impressions
- 260M
- social impressions
- 522
- articles earned
- 34
- placements in the New York Times
Red Bull doesn’t sell tickets. It sells energy drinks. The festival was a marketing investment.