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Brand strength gives Red Bull wings

NATPE: Red Bull’s success as a modern media company is largely down to its ownership of the entire process, the man leading its North American media business told Natpe delegates this week.

Werner Brell, MD of Red Bull Media House (RBMH), which creates and delivers content across platforms, has helped grow the business – first from the firm’s Austrian HQ in 2007 before moving to California to establish a US presence.

Red Bull’s partnership with NBC has created its premium Red Bull Signature Series and was commissioned to deliver original content on YouTube.

Red Bull has monetised its premium content by bringing in ‘charter’ partners for Signature, including Nike, Casio and Dodge. “Companies who want to reach the same audiences are not shying away from getting on board,” said Brell.

Last year, the firm’s Red Bull Stratos event, featuring skydiver Felix Baumgartner, produced the largest number of concurrent live streams in the history of YouTube.

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