REDBULL MUSIC | audience + market research

REDBULL MUSIC PRESENTS…
market research

AGENCY | roundhouse

ROLE | research + brand strategy

OVERVIEW

Red Bull Music Presents celebrates a diverse lineup of up-and-coming artists around the world. And as Gen Z breaks into adulthood, the brand wanted to refocus their initiatives to connect with these creatively minded young adults. To understand their needs, culture, and relationship with the brand, we travelled to several key markets, auditing shows, immersing ourselves in the culture, and connecting with Gen Z music fanatics.

THE CHALLENGE

Gen Z is new to adulthood. They are known for their social activism, their creativity, and an even deeper desire for authenticity and originality than Millennials. Knowing their priorities, how can Red Bull Music connect with them on their terms?

RESULTS

METHODS |

brand workshop
stakeholder engagement
cultural immersion
consumer insights
brand audit

OUTPUT |

Findings were distilled down to provide insights for Gen Z’s culture and relationship with the brand while identifying opportunities for the Red Bull to connect with this new music fanatics.