Red Bull Jukebox made its much-anticipated U.S. debut in Nashville, TN as the first Red Bull branded event in the genre of country music. With seven artists in the lineup and over 6,200 attendees, the one-of-a-kind format allowed fans to curate the show and was described as “the concert of the decade” by country music industry insiders.
As influencer marketing lead and media support for this project, I was responsible for building out a multi-day press experience that would help to establish Red Bull as the #1 beverage brand in the country music space. In addition, I was responsible for artist facilitation with media and influencers, production partner oversight, and PR firm oversight.
Generate earned coverage across a diverse cross section of outlets, formats and platforms, with a focus on social-first content that reaches the 18-24 year old music consumer. In order to win against competitors, all coverage needed to include brand cut through.
Educate our target audience on the event format through trustworthy voices and establish Red Bull as an authentic community partner that celebrates Nashville’s music scene and gives wiiings to the country music community at large.
Build affinity for the brand and product as we position Red Bull’s national debut in country music with a unique and ownable live music experience that ignites word of mouth, earned social sharing, and ticket sales.
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Forbes | Entertainment
Barstool Backstage
The Tennessean | Music
VIBE | Features
CMT
Paper | Music
Billboard | Country
Variety
Music Row | News
17 influencers from across the country were selected to attend Red Bull Jukebox. The two-day long experience I created was tailored for influencers of all niches, with guests coming together and bonding over their shared love for country music. This helped to highlight our presence in country music with 112 combined influencer posts and 4.5M impressions.
The press experience kicked off with a “cowboy camp” themed welcome dinner – complete with western fits provided by Seager. Guests sipped on custom Red Bull Winter Edition cocktails while shopping, and chainstitch embroidery was available from Ranger Stitch to customize their pieces. After dinner, drinks, and yard games, the night wrapped with private line dancing lessons from Urban Cowboy Line Dancing.
Guests kicked off event day with a private lunch held at Soho House Nashville, complete with custom prefixed menus and Red Bull mocktails. After lunch, our media members and influencers were escorted into the cinema space for a surprise Q&A session with breakout country star and Grammy nominated “Best New Artist” Shaboozey. A set was curated within the cinema to ensure further brand cut through on interviews and photography to follow.
I worked with the partnerships team to build out a space at The Gibson Garage for guests to get ready before heading off to Red Bull Jukebox. On arrival, we teamed up with Dan Post to have a crew ready to help guests find the perfect pair of cowboy boots. Optional hair and makeup was provided by local glam squad to the country stars, Poppy and Pearl. Of course, a bartender was on site to provide custom Red Bull cocktails and keep the fun flowing.
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Trevor Norris x Red Bull USA
Pierson Wodzynski
Shan Rizwan x Shaboozey
Demi Bagby
Natalie Rose x Brothers Osborne
Gia Duddy
Trevor Norris x Priscilla Block
Liv Swearingen
