RED BULL COMPETITIVE EDGE
Project Concept and Outline
Red Bull has made a concerted effort to increase its relevance within hip hop through programs like Zeltron Worldwide, Batalla de Los Gallos, and decidedly hip hop focused iterations of the Red Bull Music Festival and Red Bull Music Presents series. With this, there has been a bit of a difficult gap to close, as Red Bull’s artist partnership model will typically involve an investment in one single performance from a musician, although a more sustained partnership is more desirable. Competitive Edge is a solution for this.
Competitive Edge is an artist development and support program that will enable Red Bull to leverage the full scope of its brand resources to invest in hip hop artists in the same way that it has historically invested in athletes. The program is currently in the business plan for BOY 2020 and 2021.
The program acknowledges the atypical artistic trajectories of many buzzing hip hop artists: transitioning from obscurity to overnight sensation off of the viral success of one single. As a result, artists rush into touring and performances without having the proper time or industry support to refine their skills as a live performer. Competitive Edge is a three month intensive training program leveraging Red Bull’s Athletic Performance Center, as well as a host of other internal resources, to give artists the developmental resources that they need to be the best in the game.
An artist could be invited to participate in this program if they are to be involved in a major Red Bull Brand initiative in hip hop (such as Zeltron Worldwide, Batalla de Los Gallos, or a custom project). Their experience with the Competitive Edge program will become a part of the story leading into the event, and will ensure that the artist will give a high-quality performance at the event itself. It will also lay a strong foundation for the artist to be consistent and impactful in their live performances.
Here’s what each artist involved will have access to, and what the program will look like:
Red Bull Athletic Performance Center
Located in Red Bull’s office in Santa Monica, CA, the Athletic Performance Center and its staff are owned-assets that the brand uses to maximize the capabilities of Red Bull athletes. This will be offered to artists.
APC will offer physical training, discipline, and structure to hone the artist’s capacity for a dynamic and impactful stage performance.
Mental training to overcome psychological barriers to a great stage performance (stage fright, anxiety, etc).
Red Bull Athlete
Each artist will be paired with a Red Bull branded athlete.
The athlete will act as the artist’s Wingperson, guide, trainer, accountability partner, and additional Red Bull brand touchpoint.
Crossover between sports and culture could also increase newsworthiness, or result in compelling content.
Red Bull Studios LA
During their 3 month participation in the Competitive Edge program, artists will receive access to another owned asset in the Santa Monica, CA office: Red Bull Studios.
Artist can host writing sessions and put in work for their next hit single.
Red Bull Media House
Red Bull’s in-house media team and contracted PR agencies will work with the artists in the Competitive Edge program to provide them with Media Training.
Red Bull Dancers
Red Bull dancers will work with the artists participating in Competitive Edge to help them to understand movement and how their body interacts with music.
This will open up new doors for the artist to incorporate choreography into their performances and videos.
External Experts and Opinion Leaders
Using Red Bull’s artist relations and label management resources, the brand can bring established talent to teach the participating artist skills like breath control, mic technique, and more.
Opportunity for a collaboration between the two artists in-studio.
PROGRAM GOALS
Drive legitimate, tangible change and progress in an artist’s stage performance, confidence, and career staying-power
Build irreplaceable relationships with emerging hip hop artists and their management teams
Function as a repeatable series and program, wherein artists and management teams actively seek us out to participate in the program
Create snack-able social clips that organically appeal to an endemic hip hop audience
Garner appeal from a greater audience of music fans by creating a genuinely entertaining piece of human interest content
