Red Bull Cuts More Music Projects Amid Internal Disputes Over Racial Justice
The maker of Red Bull is further retreating from its unlikely but once-formidable involvement with the music community. The Austrian energy drink company confirmed this week that it is cutting an unspecified assortment of its cultural activities, which have long included music-related events and content. The move follows internal conflict over Red Bull’s reaction to the Black Lives Matter movement, as the The Wall Street Journal reports.
Red Bull has decided to end many of its “culture marketing” programs, a company spokesperson told Pitchfork in a statement, though the statement did not enumerate which ones. Spared from the cuts are three competitive event series: Red Bull BC One, for breakdancing; Red Bull Batalla de los Gallos, for Spanish-language rap; and Red Bull Dance Your Style, for street dancing. The spokesperson said the company had decided to focus its culture marketing projects where they will have the most impact. “In time, we will share the local activations that remain,” the statement reads. “On the music side Red Bull Records will continue.”
Further effects of the decision were unclear. According to Business Insider, which earlier reported on the news, the cuts will hit Red Bull’s entertainment and culture teams in Canada, Austria, and the United Kingdom, as well as the annual Red Bull Music Festival and Red Bull Presents live music series.
As the Journal reports, some of Red Bull’s U.S. staffers expressed worries lately about what they viewed as the company’s silence over the racial-justice activism that has moved deeper into workplaces since the police killing of George Floyd. Employees also reportedly voiced concerns about a racist slide presented during a company event in February.
The company’s board told the Journal in a statement: “We reject racism in every form, we always have, and we always will. Red Bull has always put people and their dreams and accomplishments at its core and values the contribution of each and every person—no matter who they are. We want everyone who feels this way to be welcome in Red Bull.”
Red Bull’s latest pullback from music comes as the company has announced the exits of Stefan Kozak, its North America chief executive, and Amy Taylor, its North America president and chief marketing officer. The company did not provide a reason for the changes. Florian Klaass, the head of global culture marketing, will also depart, a company spokesperson told the Journal. Klaass ran the team that allegedly showed the racist slide.
Last year, Red Bull shut down its Red Bull Music Academy and Red Bull Radio, citing an effort to “phase out the existing structure” and move away from creative partnerships. Developed with the German marketing firm Yadastar, the Red Bull Music Academy programming was widely recognized for its unique approach to corporate sponsorship of the arts. In addition to providing an early launchpad to artists like Flying Lotus and Hudson Mohawke, RBMA programming included lectures, an editorial platform, and events held worldwide.
Read “What’s Really Behind the Shuttering of Red Bull Music Academy?” on the Pitch.
Originally Appeared on Pitchfork
