Red Bull In The Loop
Red Bull In The Loop is a competition for music creators that showcases their skills and talents through the 'Art of Live Looping.' The goal is to push artists out of their comfort zones, with improvisation as the central tool.
• Concept Creator • Brand Strategy • Project Strategic Backbone • Global Project Management •
Looking For Innovation
During my time with the Global Music team at Red Bull Headquarters, we delved into the looping music scene and its potential. After extensive analysis and discussions with industry professionals, we identified a unique opportunity to engage music creators in a way that Red Bull had not previously explored.
I worked with my team to design a new concept aimed at emerging music creators, focusing on how it could enhance brand recognition within the scene.
Below is the outcome of our efforts after several months of development.
Strategy Overview
This image clearly outlines the comprehensive strategy behind the concept, highlighting the step-by-step progression from initial ideas to final execution. It demonstrates how each phase is designed to engage the consumer effectively, reinforcing the overall vision.
Market Research
Internal research reveals a dramatic increase in the number of music creators in recent years, driven by the widespread accessibility of music software and technology.
The potential to connect with this growing audience was clear, but the challenge was finding a credible approach. We partnered with a creative agency and musicians to refine the initial concept, leading to the development of what is now known as Red Bull In The Loop.
Moodboard
It encompasses the core elements of the idea, visual representation, and key characters that should be featured throughout the entire campaign.
Visual Identity
The visual representation of the concept incorporates various elements that align with the core idea of music in a looping mode.
Elements
Each of these elements is vital in shaping and defining our brand's identity.
Global Creative Campaign
The Visual Identity has been created to highlight the talent of the artists. The idea is to show the mix of instruments and the skill of each artist playing and looping simultaneously.
Guideline
After concluding the collaboration with the Creative Agency, Red Bull HQ creates a global guideline to ensure consistent visual and verbal brand representation across all host countries.
Brand Experience
Eight musicians were invited to participate in the inaugural edition of Red Bull In The Loop. This event served to test the entire concept and its flow, resulting in a unique and memorable experience for everyone involved.
