Four stages. Four music genres. One heck of a culture clash. The Red Bull Culture Clash event is just one more in-person mega party that lines right up with the Red Bull brand. On June 17th, Red Bull will hold a third and final evening of all-star bands battling in one venue to get the largest crowd reactions and win the coveted bullhorn trophy. One big party with somewhere around 33,000 guests and four major stages is the kind of party you will need a Red Bull or two just to get through. Tickets for the event are currently on sale and priced at £45 for the London (June 17) event.
A Brave New Culture
Red Bull has been a successful company that surprised the world when an Austrian businessman joined a Thai tycoon to start the energy drink brand. The company is now 25 years old, but it is still partying like it’s 1999. The company was the first to start an entirely new category in the food and beverage market – the energy drink.
From extreme sport stunts to incredible in-person event planning, the company holds live events that match the excitement level of their branded marketing. The founder Dietrich Mateschitz defied odds when he rejected the recommendations of a market research report and spent two years fine-tuning his marketing and communication strategy.
So Far, So Good.
On March 4th the party was popping in Bristol and then it moves to Manchester on March 10th before hitting up London in June. The winner at the March 4th Culture Clash was DJ Die with his Glitterfunk family. This was a city that showed love for its “drum’n’bass” with crowds excited about the dubplates and booming energy of the Glitterfunk vibe. It was a close battle to the end, but by the final round, there was only one clear winner.
Every group is given the opportunity to really shine at this major event. The groups choose their own songs, sounds and guests. Each group is on a stage with an individual PA system and lighting rig. There is no shorting the audience when it comes to this jam-packed concert on steroids. This is event marketing done right.
Not only did Red Bull go all out for their event atmosphere; they chose to pump up the hype with intense event marketing and then encouraged all their fans to live-Tweet the event under the hashtag campaign #CultureClash. And, while there is nothing like the live performances witnessed in-person, Red Bull also chose to stream the Culture Clash live on their website.
Bristol was pure madness and insane energy – but that’s just the way this edgy brand likes it.
