Red Bull Music Academy
UK Tour

Red Bull Music Academy embarked on a tour to touch base with musical communities across four UK cities over four consecutive weekends. This was made up of 32 events including; a sell-out arena show, a series of workshops & lectures, club nights, live gigs and an exhibition. Featuring headline talent such as Dizzie Rascal, Blood Orange, Young Fathers, Kano, Jackmaster, Moodyman and Krept & Konan.

Kingdom Collective was tasked with conceiving an all-encompassing PR strategy for the tour, one which would give it both regional relevance and an overall national campaign identity.

Kingdom Collective conceived the event’s overarching communications strategy which spawned 32 mini PR campaigns set to properly leverage the unique properties of each individual event, their regional relevance and the 90+ artists associated with them.

Over the summer-long campaign, Kingdom Collective oversaw all PR activity including; event PR, artist and influencer publicity, managing a team of regional PR specialists as well as leveraging paid for media partnerships.

Key elements of the campaign included:

• Event PR for 32 events including all listings, previews and reviews
• On site PR office for all events including Dizzie Rascal’s sold-out show in the Olympic Park’s Copper Box
• Regional PR specialists delivered essential media expertise to help drive local awareness and profile for each stop
• Oversaw all artist publicity including securing and managing interview time with Dizzie Rascal, Young Fathers, Kano, Jackmaster, Moodyman and Krept & Konan
• Hosted over 120 journalists across all events, including weekend-long press trips to each city
• Managed key content for events including Red Bull Radio shows, live recordings and social content ideas

The campaign generated over 450 unique pieces of coverage, with a PR reach of 31 Million. Over 90% of that coverage included Red Bull Music Academy messaging, helping achieve our aim of using the tour to raise awareness for Red Bull’s credible and longstanding involvement in music.

Highlights included;

• 40 pieces of print coverage
• 12 broadcast interviews
• 25 artist-led interview features
• Reviews across a range of national titles including; i-Newspaper, Guardian, Daily Telegraph, Daily Star, Fader, GQ and i-D
• Features secured in leading regional titles for each host city
• 120 journalists attending events across the four weekends