National Culture Marketing Manager - Live Music
Red Bull North America, Inc. - Santa Monica, CA

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Job Number:
003235

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PURPOSE OF THIS JOB

The primary purpose of this role is to develop and lead Red Bull’s presence in live music via Red Bull Soundstage and music festivals. Bull Soundstage (RBSS) is a flagship music initiative that helps emerging artists take control of their careers and helps real music fans play an active role in supporting the new music they love. Centered at Redbullsoundstage.com, this interactive and content rich music site links hand picked emerging artists with opportunities to help build their careers – from discounts and offers, to a large range of live performance opportunities from Red Bull’s festival, venue and partner network. Success in this role requires growing the Soundstage Live brand to represent desirable career changing opportunities for artists and a unique brand of quality live emerging music for the fan. Red Bull partners with over 200 of the most important music festivals in the US. Not only are they a key opportunity to sell/provide product to consumers in need of energy, they are a vital channel in which to reach music fans and consumers in key moments. Success in the festival role is ensuring a perfect activation (marketing, but working hand in hand with sales) at festivals from global relevant events such as SXSW and Coachella to many smaller, local and scene-based festivals all across the US.

MAJOR ACTIVITIES TO ENSURE ACHIEVEMENT OF KEY RESULTS AND DELIVERABLES

Red Bull Soundstage -- National Live Event Manger (40%)

Build Red Bull Soundstage as a credible and taste-making live music brand, via a range of performance opportunities, from music festivals, on premise accounts / live music venues, ensuring perfect execution across major metros and Red Bull Business Units (BUs) across the US:

1. Build ground-breaking Red Bull Soundstage live music programs via music festivals

a. Conceive and build experiential activations at key large scale "national" festivals such as SXSW and Lollapalooza:

i. Help specific BUs from negotiation to exploitation

ii. Focus on great artist experiences while driving consumer awareness of the Soundstage program

iii. Success is groundbreaking activations for artists and fans with corresponding media output

b. Conceive and build consumer activations from small to medium-size (scenes) festivals to give unique performance opportunities to emerging artists:

i. Negotiations and activations from RBSS Live stages, to band integration

ii. Focus on great artist experience while driving consumer awareness of the Soundstage program

iii. Assist local Business Unit in negotiation, activating, setting standards, sharing best practice

2. Build Red Bull Soundstage live music venues (on premise accounts) across key venues in key metros

a. Identify a range of performance opportunities (entry level to significant) using Red Bull’s network of people and venues

b. Establish Red Bull Soundstage new music nights (where it makes sense) and integrate talent into existing nights, tours and showcases

c. Work with the On Premise teams to drive commercial value

d. Develop tools and branding where necessary

3. Embed Red Bull Soundstage as a credible and taste-making live music brand in key markets: (NYC, LA, SF, CHI, ATL, AUS, NASH)

a. Work with the BUs to identify scenes, influencers, venues and set conditions to grow authentic music program

b. Develop permanent, invested and trusted network via BU coaching

4. Standard setting, coaching and process building to ensure excellence consistency across Business Units

a. Ensure perfect execution of live events, well promoted, including branding and content capture

b. Production guidance for BUs, RBSS stages, artist and fan experiences

c. Artist routing to key events, coordination of travel and back line

d. Develop tools and Inventory management and delivery

National Festival Manger (40%)

National level responsibility for Red Bull’s festival strategy and portfolio, driving consumer awareness of Red Bull’s involvement in music through marketing and sales activations.

1. Translate international strategy to build best in class festival program across Red Bull’s large and diverse festival portfolio

a. Devise standout activations for the "Big 6" (Coachella, SXSW, Ultra, Electric Daisy Carnival, Bonnaroo, Lollapalooza) to ensure national and international consumer impact

b. Integrate Red Bull music properties (Red Bull Music Academy, Red Bull Soundstage etc) where appropriate

c. Develop consumer experiences via curated stages, consumer experiences and messaging across all festival media/touchpoints

d. Work hand in hand with Business Unit counterparts (Culture, On Premise Marketing) to ensure perfect sales execution, and executional excellence in marketing

e. Work hand in hand with HQ team to drive strategy, add negotiation assistance and develop tools

Red Bull Tour Bus Manager (20%)

Direction, roll out and daily management of Red Bull Tour Bus platform

1. Strategic lead of Red Bull Tourbus program in the US

a. Grow impact via high quality programing and perfect execution of events

2. Routing, booking and activating at proprietary and third party events

a. Coordination in cooperation aligned with BU’s in terms of management of calendar and schedule

b. Management of bus team. Maintenance/upkeep, health and safety etc

c. 3

rd party negotiation (assisting BUs), permit pulling

KEY RESULTS AND DELIVERABLES (WHAT DOES SUCCESS LOOK LIKE)

  • Red Bull Soundstage live to become taste-making live music brand across music festivals, live music in venues and in key taste-making music metros
  • Significantly grow Red Bull Soundstage’s user base and standing to become and aspirational platform for artists all over the US
  • Perfect execution of all Red Bull Soundstage events; integration through all Red Bull’s Business Units and verticals
  • Red Bull to become a dominant brand at music festivals by creating outstanding marketing and sales executions that create wings-giving experiences which keep the brand TOM pre, during and post event
  • Build a strong Red Bull Tourbus program via quality content and and digital media
Qualifications

KNOWLEDGE, SKILLS AND EXPERIENCE

1. 5+ years in a music or live events role

2. Strong networker, large personal network

3. Clear understanding and ability to navigate modern music landscape

4. Some experience of dealing with licensing and music rights

5. Strong negotiator with clear track record of closing agrrments

6. Demonstrable ability to navigate large organizations and work cross departmentally

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