Report: Red Bull To Launch Music Label
April 1, 2008 at 5:15 AM (PT)
Caffeine and music are about to compose another duet. RED BULL, the energy drink, wants to follow STARBUCKS' lead and get into the branded record label business, THE NEW YORK POST has learned. According to several sources close to the situation, RED BULL's music endeavors, which include sinking millions of dollars into a recently constructed recording studio in SANTA MONICA, CA, are all part of the company's plans to launch a branded record label by year's end.
"They want to at least put something out digitally, and maybe physically [under their own brand] by the end of the year," said a music industry executive with knowledge of RED BULL's plans.
Other sources said the energy drink thinks its brand can fill a void with the young male demographic and has been giving free studio time to a number of alternative indie rock bands in the hopes of initially signing three or four of them to the label.
"They see a wide-open lane for rock," said one source who has used RED BULL's studio. "They are a lifestyle-based brand that does a lot with snowboarders, skaters, the young HOLLYWOOD set, so they think they could have success breaking rock bands."
Sources said RED BULL's studio is being run by former UNIVERSAL A&R rep GREG HAMMER, who's also handling marketing through his GRACE MARKETING COMPANY.