Hyponik

Red Bull Music Academy is shutting down

Red Bull Music Academy is set to close in October after 21 years in business. Since the company’s inception in 1998, it has helped upcoming and established artists across the globe via high-quality equipment, concerts, and festivals. Some of them include Courtesy, Objekt, Octa Octa, Nina Kraviz, and Flying Lotus. They also hosted a lecture series and run a daily editorial.

Yadastar, a marketing and consultancy company that teamed up with Red Bull to create RBMA, helped create a company that was both corporate and individualised. Its model was similar to a traditional record label but with an underground appeal. Yadastar announced that they had, “mutually decided to part ways”.

While the centralised structure RBMA employs will be shut down, Red Bull Music will still support musicians through a new localised structure, without the aid of Yadastar. They’ll recruit expert teams in particular countries and find artists on the ground and support them.

Red Bull gave a statement to RA that read,

“After 20 years of supporting artists worldwide with its music program in a rapidly changing world, Red Bull will maintain its purpose of providing a global platform to promote creativity—but it is changing the means of delivery. Red Bull will be moving away from a strongly centralized approach, will gradually phase out the existing structure and will implement a new setup which empowers existing Red Bull country teams and utilizes local expertise. Red Bull will continue to explore new ways to support promising and cutting-edge artists wherever they may be.”

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