Red Bull is looking for alternative ways to reach young people – one method they employ is a traveling lab that helps young people record and produce their own music. A press release says:

Red Bull Energy Drink selects Big House film and photography studio in San Francisco to host its cutting-edge multisensory marketing program, Red Bull MusicLabs, a state-of-the-art hands-on music lab for up-and-coming recording artists across the country.

The Red Bull MusicLab generates incredible word-of-mouth, creating grassroots enthusiasm among a major Red Bull customer segment. The MusicLab is known for its phenomenal list of participants, including such performers as Pete Rock, Khalafani, and George Clinton. A unique combination of high-profile musicians and local talent, the MusicLab consistently makes headlines in newspapers and magazines across the country.

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