Lollapalooza isn’t going anywhere, and its ties to Perry Farrell, Jane’s Addiction’s farewell tour and high-spirited music has kept it rolling for over 20 years. Lollapalooza is one of the world’s finest events for parallel brands, food providers, record companies and long-term industry followers. This year’s Chicago-bound location will enrich Grand Park between July 29 and August 2, featuring iconic music inspirations like Metallica, Florence + The Machine and Paul McCartney.  

Connectivity and the Remote World

With highlights like Young Thug, Tove Lo, Tyler, Flying Lotus, Sam Smith and The War on Drugs, Lollapalooza’s intense visibility is viable for several marketing avenues. Modern connectivity, social media and instant-access multimedia—and Red Bull has, yet again, taken advantage of a multifunctional marketing doorway.

Lollapalooza’s multi-event days span across glory-filled restaurants, street events, jam sessions, product purchases and backstage interviews. Massive gatherings benefit musical shenanigans, and world-class artists are high-profile network leaders in the entertainment marketing world. Red Bull TV will broadcast the events as they occur, taking advantage of their internet media resources to expand brand awareness and associations.

Live Sets and Industry Quality

Red Bull’s brand connects with Lollapalooza at an empirical level. Lollapalooza is associated with enrichment, education and artistic value. More than a high-energy thoroughfare, Chicago’s hosting streets provide venues for some of the world’s best organizations. Over 100 thousand festival fans are brought brand awareness, and Red Bull’s experimental marketing tactics in 2014 are back.

Encompassing high-profile, altruistic partners like Working Bikes, the Love Hope Strength Foundation, Syd Rocks, Oxfam America and HeadCount, Red Bull TV effectively associates itself with multiple industries and caring foundations. Early-stage research projects, inspirational sustainability options, environmental conservation and economic awareness all promote Lollapalooza’s values.

Festival Highlights and Red-Bull’s “Wings”

Red-Bull Live’s unique angle further connects its brand with full access, exclusive shots and behind-the-scenes actions. As viewers tune in, the heart of Lollapalooza is discovered, and online access—essentially—generates a “better-than-live” window. In many ways, Red Bull’s innovative approach is possible due to its market segment. High energy, active lifestyle, music and classic fun are its associations, and Lollapalooza’s atmosphere is perfect for future marketing efforts.

While not entirely reliant on multi-brand networking, Red Bull’s reporter-like marketing approach further engrains it into online culture. Brands associated with active lifestyle have notoriously suffered such entry barriers, creating inaccessible, segmented markets. However, Red Bull’s midway access is generated through its nod to younger culture. The brand has already become somewhat synonymous with Lollapalooza—and it’s widely regarded as one of the event’s primary viewing spectacles.

Late July and Early August are great impact dates for Red Bull, and live performances enhance its brand access. While outreach, online access and market emergence are Red Bull’s primary goals, live brand association and boosted sales further their industry dominance. Viewers are reminded to “not miss a beat” on Red-Bull’s website, further declaring its attachment to Lollapalooza on an intimate level. Festival highlights, point-of-view shorts and unprecedented coverage have already been established by Red Bull’s 2014 Lollapalooza access—and they’ll only continue to benefit the brand’s powerful market presence.