CULTURE FORWARD

 RED BULL MUSIC

20 days, 20 exclusive tracks. 33 artists, one microsite.

As the Social Media Manager, I worked alongside Red Bull's global teams to create and execute social media strategies for the year-end campaign. I was part of a lean team that helped to drive traffic to Red Bull's #20before15 microsite and increase followers and engagement for Redbull.com/music's social media channels. I also conducted interviews with some artists.

Skills: Journalism, Copywriting, Social Media Management, Online Community Engagement

Tools: Sprinklr, Social Media Platforms

RedBull #20Before15 Case Study

Graphic courtesy of FWMJ

THE CHALLENGE

Red Bull Music wanted to position itself as an innovator in delivering new content and supporting creative talent. The aim of #20Before15 was to raise brand awareness across social media, bring fans worldwide together around Red Bull’s music community, and spark an ongoing global conversation about Red Bull Music.

THE STRATEGY

The #20Before15 campaign launched 20 exclusive tracks from 33 artists over 20 days, offering 1,000 free downloads each day that were posted on a microsite. Red Bull used its creative network, featuring artists like Skrillex and D’Angelo, to build excitement and engagement. Social media was key, with daily releases driving interactions across Red Bull’s international platforms.

THE RESULTS

The campaign reached over 25 million people on social media, with Facebook and Twitter followings growing by 84% and 226%, respectively. Highlights included D’Angelo’s album release, which alone reached 1.9 million people. This campaign successfully connected a global audience and strengthened Red Bull Music’s brand as a top source for new music. The success of the #20Before15 campaign led to new additions for years ahead.