After nearly two decades in operation, Red Bull Records — the music-driven brand extension of the famous energy drink company — will shut down by the close of the year. The label, which operated for nearly two decades, confirmed the news through a company spokesperson, marking the end of a unique experiment in brand-backed music development.
The closure follows the 2019 shutdown of Red Bull’s other major music ventures: the Red Bull Music Academy (after 21 years) and Red Bull Radio. The company also closed down its global network of recording studios around 2020. This indicates a long-term strategic decision to exit the music space.
In previous announcements regarding the studio closures, a Red Bull spokesperson stated the company was deciding to “strengthen the focus of its culture marketing programs on where it makes most impact,” shifting resources toward areas like breakdancing (Red Bull BC One) and freestyle rap battles (Red Bull Batalla de los Gallos). The label closure suggests that recorded music was ultimately deemed non-core to this refined marketing focus.
Reports from 2020 suggested that the initial cutbacks in the music division stemmed from internal tensions within the company over its response to social and political issues (specifically the Black Lives Matter protests), leading to executive departures and a re-evaluation of company initiatives. The shutdown is particularly sudden and surprising because, as recently as June 2023, Red Bull Records had announced new hires and appeared to be planning for growth, suggesting the final decision was a recent, top-level corporate directive.
In short, the decision seems to be a continuation of a strategic corporate pullback from the music industry that began in 2019, rather than a failure of the label itself, which had found success with acts like AWOLNATION and Blxst. The winding down of Red Bull Records signifies a broader shift away from the energy drink giant’s direct investment in music creation and development. For the artists, staff, and partners involved, the closure marks the end of a successful, if unusual, chapter in the music industry. The label’s legacy will be defined by its commitment to diverse talent and its groundbreaking role in corporate music brand extension.
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