Case Study: Red Bull Music #20Before15

Sara Jayne Crow of Meridian Media, along with a team of designers and global social media managers, was hired by Red Bull Media House / Red Bull Records to manage a global campaign to brand Red Bull Music as a source of breaking new music and nurturing creative talent. The project created awareness of Red Bull Music, grew social platforms, and spearheaded a 24-hour global conversation via social channels uniting international Red Bull territories as one unified music resource.

The project featured artists such as Tokimonsta, Earl Sweatshirt, Jackson and His Computerband, Dengue Dengue Dengue, D’Angelo, Elliphant, Bomba Estéreo, and more; as such, social media management involved coordination across Red Bull internal teams, publicists and external labels for each artist, and complex outreach and project management bridging international and time zone divides.

As a result, separate Red Bull properties grew exponentially over a span of just 20 days, as outlined in the below graphic.

A tweet lovingly crafted by Sara of Meridian Media almost broke Twitter, a source of much pride. The tweet also broke news about the first long-awaited album release by D’Angelo in 14 years as D’Angelo and The Vanguard, Black Messiah.

The project garnered press in various publications, from The Wall Street Journal to Washington Post, The New York Times, The Guardian, Time, NPR’s All Things Considered, SPIN, Consequence of Sound, Pitchfork, Hypebeast, and more.

Thanks to the talented Jeremy Grant for these case study graphics, and to the savvy Frank William Miller, Junior / FWMJ for the Red Bull #20Before15 graphics.