Positioning radio in a streaming era.

Red Bull

North America Launch · Branding · Campaign

Red Bull Music Academy Radio had been broadcasting online for more than 10 years. Facing a crowded market dominated by streaming giants, the beverage brand needed stronger positioning for its Radio platform to appeal to a broader audience.

Moving forward, side-by-side

Your Majesty’s collaborative discovery process, an immersive workshop with Red Bull’s senior management and additional in-depth research, lead to a clear definition of the brand positioning moving forward.

The new vision was approached through solving these four main objectives:

  1. Drive awareness and traffic to RBMA.
  2. Be flexible enough to promote shows with vastly different audiences.
  3. Creating cohesive out of home, print, digital, social, retail, packaging and PR messaging.
  4. Communicate the brand’s strong musical perspective with a sense of urgency.
Influencer/partnership support timed with Red-Bull sponsored festivals. © Philip Cosores and Jeremy Deputat / Red Bull
Offline and at the local level, traditional guerrilla (takeover) advertising, PR, market-specific content.
On the web, rich media banners pulled real-time, on-air show information to drive immediacy and click through.


RBMA Radio’s traffic increased astoundingly, enabling it to solidify contracts with more high-profile hosts and artists.

Success in the U.S caught the attention of many new fans and RMBA Radio is currently rolling out in the U.K, with additional markets planned.




  • Collaborative Working Sessions
  • Communications Strategy
  • Creative Strategy
  • Research
  • Roadmapping
  • Workshop & Facilitation
  • Art Direction
  • Brand Design
  • Creative Direction
  • Visual Design
  • Copywriting