Red Bull Arts New York
From joke to jewel — a story of a new model of corporate patronage
RAMMELLZEE: Racing for Thunder
Red Bull Arts New York, 2018
Role & scope
2014–2019 · Marketing Director, Red Bull New York
- Institutional Strategy
- Brand Direction
- Curatorial Partnership
- Public Relations
- Advertising
- Creative Direction
- Content Production
- Team Build
- Budget Ownership
Context
Red Bull Arts New York was a non-commercial, experimental space that bypassed art market constraints. By funding ambitious, non-sellable works, it gave contemporary artists total creative freedom, substantial production budgets, and the explicit “freedom to fail” without commercial pressure.
When it launched in 2014, the art world was skeptical. Some saw a sponsorship; others laughed it off outright. A brilliant team, a clear vision and fearless execution produced some of the most critically acclaimed exhibitions between 2014 and 2020 — proving a new model of corporate patronage.
04 — Proof points
Results
Campaign impact
About 30,000 annual visitors saw ten site-specific exhibitions, alongside weekly programming, talks, screenings and performances. The programme earned Red Bull global media coverage and multi-media storytelling in the hundreds of millions of impressions, cementing the brand as a leader in culture.