Red Bull Culture Clash

  • The Challenge

    To reinforce Red Bull’s position as a world-leader in brave, cultural events.

  • What We Did

    Smyle infused new levels of epic into the annual Red Bull Culture Clash music production – one of the world’s greatest musical battles at London’s O2. The Culture Clash is, to quote Red Bull, an amazing event, where “outside the basic rules of engagement, anything goes.”

    We worked with Red Bull to bring together a clash of music cultures across four stages, four sounds and one winner, judged by a crowd of thousands. Eskimo Dance, MixPak, UKG All Stars, Wiz Khalifa & Taylor Gang went head-to-head to be the best musical crew that was killing it on stage. 

    Smyle’s creative ideas included awesome audience activations that were triggered online – over 250,000 live online votes were cast, unlocking extra surprises on stage (Ed Sheeran included!). Shout out to MixPak – live online voting crowned them the ultimate crew on the night. 

    We created the competition from the ground up – booking artists and building each act’s set so it matched their individual vibe, and even directing the whole event. We took this rowdy live music experience into stratospheric new levels of technical excellence, connecting audiences across the globe via live online streaming. 

    To top it all off, the entire music competition was broadcast live on BBC Radio 1 and 1Extra, meaning we had to make the unpredictable, seamless – and we did it in true Smyle style.

  • The Effects

    The show sold out six weeks beforehand, with 20,000 people attending at the O2 and a further live online audience of 1.4 million tuning in via a live stream. It went on to trend globally, capturing 2 million YouTube hits in six days making it Red Bull’s most popular event on social media, with pop stars like Drake piling on the praise. Vice even said, “Who needs the Brits when we have Culture Clash?”