Red Bull and clubbing have always had a lot in common, including the tendency to cause loud thumping, uneven heartbeat, disorientation, and nausea. It's hardly surprising that the Jägerbomb (Red Bull and Jägermeister) and the ubiquitous Red Bull and vodka are among the more popular club drinks: the combination of a monster stimulant and a handy depressant is sure to liven up any evening.
Red Bull is now looking at the next logical step. By the end of 2008, you might be able to have the total Red Bull experience: listening to Red Bull music as you guzzle Red Bull cocktails and (presumably) wear Red Bull-licensed merchandise. It will be like Red Bull heaven.
Red Bull has been involved in music for years, sponsoring the Red Bull Music Academy, a sort of club music conference, in which promising young musicians and DJs meet for discussions, tutorials, and concerts. In the eleven years since it started, the Academy has become a major event in the musical community. Similarly, the Red Bull Music Labs offer workshops for youngsters who want to learn how to "make and mix music."
Now, Red Bull is now moving from education into production. In addition to building a recording studio in Santa Monica California, they have hired several well-known music industry professionals and are setting up a website called "Red Bull Records."
Frankly, this is a perfect move for Red Bull. While Starbucks music is all well and good, it doesn't feel like the coffee retailer has remained true to its core product: most of its offerings are soothing and beautiful, but don't have the raw, irritating energy that I would associate with a double shot of espresso. Red Bull, on the other hand, has real promise: I envision a bald, feral singer screaming into a microphone while cranking out jittery, seizure-inducing electronic beats. Sign me up now!
Bruce Watson is a freelance writer, blogger, and all-around cheapskate. He drinks Red Bull and Vodka when he wants to feel like Judy Garland.
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