Red Bull Radio focuses on brand-building, one Princess Nokia song at a time
Kerry Flynn | July 23, 2018
Red Bull frequently slaps its brand across extreme sports, but Many Ameri sees it as the energy drink brand investing in culture and in communities. Ameri isn’t a skateboarder or a cliff diver. He’s the co-founder of the Red Bull Music Academy and of Red Bull Radio. First launched in 2005, Red Bull Radio began as an extension of the Red Bull Academy to provide another outlet for the academy’s alumni to perform. In 2014, it relaunched as a 24/7 online radio station. Now, even in the era of services like Apple Music, Spotify and SoundCloud providing listeners with nearly any type of music instantly, Red Bull Radio is still streaming dozens of shows.Red Bull Radio doesn’t run ads or serve as another revenue stream for its parent company. It’s another marketing vehicle for Red Bull, the largest energy drink distributor worldwide. That marketing is quite important as of late. Competitor Monster recently took control of the U.S. market and is gaining overseas, according to analysts of the privately held companies.
“The mission always has been to turn people on to what they weren’t listening to. There’s no lack of music and no lack of people getting instant gratification. We tried to position ourselves as the trusted source where you can find the music you didn’t know you were looking for,” Ameri said.