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Red Bull Music Academy

World Tour – Amplifying local music scenes beyond the beat

Red Bull Music Academy

The Red Bull Music Academy is a world-traveling symposium of music and knowledge founded in 1998. In the lead up to the 2011 event in Madrid the Red Bull Music Academy embarked on a World Tour going straight to the heart of today’s most crucial musical movements – and taking listeners beyond the beat.

The world tour unleashed ten ground-breaking celebrations and explorations in ten different cities around the globe featuring signature concerts, workshops, art installations, studio sessions and parties all in extraordinary locations.

For each of the ten events we established a unique identity playing on the event’s theme and location. This came to life in the form of posters, a website and a banner campaign.

Teams from Berlin, Munich, Cologne, Salzburg, New York and London (to name a few) realized the campaign collaboratively.

For the final tour stop the Music Acdemy took over the EDF Energy London Eye and presented 30 simultaneous mini-concerts in each of the capsules. The Audio from each capsule was also streamed live through the website. The live event generated over 4000 Facebook likes in just one hour!