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Red Bull Debuts Film About The Music Making Process

A lot of brands try to link themselves to music and musicians for better or for worse, but one brand has taken that relationship to whole new level. That brand is Red Bull. From record label to online radio station to festivals, Red Bull has become a champion of music culture from around the world.  However, Red Bull's signature music academy truly symbolizes their committment to new artists and new music. While other brands build relationships with familiar artists, Red Bull reaches out to new artists via their annual Red Bull Music Academy.

"The Red Bull Music Academy is a world-travelling series of music workshops and festivals: a platform for those who make a difference in today’s musical landscape. Two groups of 30 selected participants – producers, vocalists, DJs, instrumentalists and all-round musical mavericks from around the world – come together in a new city each year for two weeks worth of recording sessions, lectures by musical luminaries, collaborations and performances in the city’s best clubs and music halls."

The Red Bull Music Academy began back in 1998 and has been held in a variety of cities including London, Berlin, Capetown, Toronto, Barcelona. Several alumni of the academy include artists such as TokiMonsta, Aloe Blacc, Andreya Triana, Dorian Concept, Evian Christ, Flying Lotus, Hudson Mohawke, Oddisee, Wisconsin native Salva and even a friend of Rhythm Lab Radio, Piper Davis from Canada.

Now in it's 15th year, Red Bull Music Academy will hold it's next academy in Tokyo,  Japan.   The application process is now open. Red Bull also released a full-length documentary to celebrate this anniversary. 

The film, What Difference Does It Make, looks at the music making process through the lens of last year's academy held in New York City.

Together with award-winning director Ralf Schmerberg and the Berlin-based Mindpirates crew, Red Bull Music Academy made a film about the trials, tribulations and triumphs of a life in music. Last night, that film premiered in cities across the globe. Set at the 2013 Academy in NYC, the film deftly weaves interviews with up & coming and renowned music makers including Brian Eno, James Murphy, Richie Hawtin and Erykah Badu with electric footage of the city that never sleeps.

You can watch the film below or download via their site at

Red Bull Music Academy even released a compilation of music recorded during the New York City session, which you can download for free.


Director of Digital Content | Radio Milwaukee