PUMP THE MUSIC
RED BULL EYES STARTING BRANDED MUSIC LABEL
By PETER LAURIA
April 1, 2008 -- Caffeine and music are about to compose another
duet.
Red Bull, the energy drink, wants to follow Starbucks' lead and
get into the branded record label business, The Post has
learned.
According to several sources close to the situation, Red Bull's
music endeavors, which include sinking millions of dollars into a
recently constructed recording studio in Santa Monica, Calif., are
all part of the company's plans to launch a branded record label by
year's end.
"They want to at least put something out digitally, and maybe
physically [under their own brand] by the end of the year," said a
music industry executive with knowledge of Red Bull's plans.
Other sources said the energy drink thinks its brand can fill a
void with the young male demographic and has been giving free
studio time to a number of alternative indie rock bands in the
hopes of initially signing three or four of them to the label.
"They see a wide-open lane for rock," said one source who has
used Red Bull's studio. "They are a lifestyle-based brand that does
a lot with snowboarders, skaters, the young Hollywood set, so they
think they could have success breaking rock b