Red Bull is shuttering two of its music operations. Both Red Bull Music Academy and Red Bull Radio will close as a result of structural changes in the energy drink company, which has also built a parallel reputation as a lifestyle and culture brand. The two platforms will end on October 31.
“After 20 years of supporting artists worldwide with its music program in a rapidly changing world, Red Bull will maintain its purpose of providing a global platform to promote creativity—but it is changing the means of delivery,” the company said in a statement to Resident Advisor. “Red Bull will be moving away from a strongly centralized approach, will gradually phase out the existing structure and will implement a new setup which empowers existing Red Bull country teams and utilizes local expertise. Red Bull will continue to explore new ways to support promising and cutting-edge artists wherever they may be.”
Red Bull Music Academy ran for 21 years and presented a unique approach to corporate involvement in the underground and up-and-coming music scenes. The operation included live events, studio access, editorial, lectures, and more. The Music Academy and Radio platforms were developed in cooperation with marketing and consultancy company Yadastar, and the pair of “mutually agreed to part ways” with the latest changes.