THERE ARE MOMENTS IN LIFE WHEN INSPIRATION STRIKES,THE UNHEARD IS SPOKEN OUT LOUD, AND THE INEXPLICABLE IS UNDERSTOOD.
SUCH EXPERIENCES CAN DIVIDE LIVES INTO A ‘BEFORE’ AND ‘AFTER.’
YADASTAR HAS BEEN CREATING THESE MOMENTS SINCE 1998.
FOUNDED BY MANY AMERI AND TORSTEN SCHMIDT, YADASTAR IS AN INDEPENDENT AGENCY WITH 20 YEARS OF EXPERIENCE BUILDING COMMUNITIES AROUND THE GLOBE.
WE EXPLORE THE THINGS THAT MAKE US HUMAN: CURIOSITY, CREATIVITY, EMPATHY, EXCHANGE.
WE CONSULT ON DEFINING A MISSION, DEVELOP THE STRATEGY FOR ITS IMPLEMENTATION AND PROVIDE GUIDANCE ON ALL ASPECTS OF ITS EXECUTION.
WE TAKE A HOLISTIC APPROACH, IDENTIFYING THE SOUL OF AN IDEA, DEFINING ITS TONE OF VOICE AND BUILDING A HAND-PICKED TEAM OF EXPERTS TO MAKE IT COME TO LIFE.
WE ORCHESTRATE EVERY ELEMENT OF THE PROJECT, FROM REAL-LIFE EXPERIENCES TO ALL FORMS OF STORYTELLING AND COMMUNICATIONS.
WE NEVER DILUTE THE ESSENCE OF THE IDEA, INDEPENDENT OF SCALE, FORMAT, PRESENTATION OR RESOURCES.
WE CONTRIBUTE MEANINGFULLY TO THE COMMUNITIES WE WORK IN, AND CREATE VALUE BEYOND METRICS.
OUR LONG-TERM PROJECTS ARE BUILT AROUND GRASSROOTS NETWORKS AND REAL-LIFE ENCOUNTERS AND CAN BE SCALED UP OR DOWN TO FIT THE NEEDS OF DIVERSE MARKETS AROUND.
OUR SIGNATURE INITIATIVE, DEVELOPED OVER 20 YEARS, IS THE RED BULL MUSIC ACADEMY - A GLOBAL INSTITUTION COMMITTED TO FOSTERING CREATIVITY IN MUSIC.
APRIL 5, 1998 SAW THE FIRST OF HUNDREDS UPON HUNDREDS OF EXTENSIVE, PERSONAL, INFORMATIVE ONE-ON-ONE CONVERSATIONS ON THE ACADEMY COUCH IN FRONT OF A GROUP OF CURIOUS ATTENDEES.
FROM THERE, WE’VE DEVELOPED THE INITIATIVE INTO A WORLD OF WORKSHOPS, FESTIVALS, STUDIO SESSIONS AND EVENTS IN MORE THAN 60 COUNTRIES.
THESE REAL-LIFE PROJECTS WERE COMPLEMENTED BY SIGNATURE CHANNELS FOR IN-DEPTH MUSIC JOURNALISM INCLUDING A 24/7 RADIO STATION, A LONG-FORM WRITTEN EDITORIAL HUB, PODCASTS, PRINT PUBLICATIONS, BOOKS, FILMS AND MORE.
“One of the advertising industry's favorite buzzwords is ‘branded content,’ the idea that marketing messages can be conveyed with special subtlety through the guise of entertainment or even journalism. But the concept often falls flat... and then there is Red Bull Music Academy... its existence seems proof that branded content can actually be good.”
THE NEW YORK TIMES
“For 20 years, [RBMA] has served as the gold-standard example of how to use corporate funds to support art on the margins with practically no conditions attached.”
“Being a punk, I've always been really skeptical of big brands... I’ve repeatedly gone to amazing gigs Red Bull Music Academy has organized and they really have their heart in the right place. They just seem to be giving so much to that community, especially to electronic music. So I decided to drop my brand-snob thing and embrace it.”
“Celebrating its 20th anniversary, the Red Bull Music Academy has become a creative meeting space that rivals the IRCAM in Paris or Berklee College in Boston.”
“The Red Bull Music Academy Festival has quickly become the most thoughtfully organized one in this city, making conceptual connections between sounds, styles and practices that few others bother with.”
THE NEW YORK TIMES
“How Red Bull became one of the most respected brands in music”
“The reinvention of radio: How Spotify, Beats 1, Red Bull changed the airwaves.”
“Creators applaud the brand as a pioneer of authentic music experiences.”
“The impressive legacy of this travelling music workshop demonstrates what a difference corporate largesse can make when the right people are given the reins.”
“...a brilliantly creative marketing initiative and a great example of how to foster creativity through bringing together people with wildly different skillsets, backgrounds and outlooks.”
“For unparalleled oral histories of the most seminal DJs, producers, and labels, check out this RBMA staple.”
“...the annual Red Bull Music Academy Festival is one of the best curated events around, shining a light on undervalued pioneers and status quo-challenging newcomers…”
“The company’s commitment is strong, and also thoughtful: Its concerts tend to double as history lessons, often spotlighting underappreciated artists and scenes. In the music world, it has been, with exceptions, a rare example of corporate largess deployed with aesthetic care, making for one of the most invigorating musical series in the country.”
THE NEW YORK TIMES
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