My relationship with music is a pretty active one. I’ve been a club DJ for a little under 9 years (it’s more of an expensive hobby rather than a separate career), so it’s important for me keep up on new (and discovering old) music. Which is how I happen to have come across the Red Bull Music Academy (RBMA) back in the early 2000’s.
Red Bull’s creation and support of the RBMA has become a example of the cultural patronage by a brand within youth and creative culture, with the Academy evolving its “platform for those who shape our musical future” into the social realm.
Check out the notes on how they did it – and how you can too - at Ogilvy’s blog.