To mark its 15th anniversary, Red Bull Music Academy worked with Stinkdigital and Google+ to create a campaign that celebrated U.K. club culture, past and present. The project coincided with the Revolutions in Sound event hosted by Red Bull at the EDF London Eye. The site quickly evolved from a photo-sharing experience to a living archive of U.K. club culture.

Launch the campaign
Published
January 2014
Topics

The Story

To mark its 15th anniversary, Red Bull Music Academy worked with Stinkdigital and Google+ to create a campaign that celebrated U.K. club culture, past and present. The project coincided with the Revolutions in Sound event hosted by Red Bull at the EDF London Eye. The site quickly evolved from a photo-sharing experience to a living archive of U.K. club culture.

With the help of Red Bull's editorial team, we populated the site with information about artists, club nights, events and tracks synonymous with the musicians participating in the Revolution in Sound events. Then with the help of a variety of open APIs (Discogs, Last.fm, SoundCloud, Freebase and Google+), we pulled in contextual information and various links to the artists, creating a huge database of information.

The Technology

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    Social

    Google+

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    Web/Apps

    Google Apps

The Results

After the site launched, we welcomed user-generated content. We asked people to upload photos, tracks and memories of each artist they’ve heard, event they’ve attended and venue they’ve visited. The more people add to it, the stronger the connections made by the site.

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Open API's used to automatically populate the site and connect entities (17K+ Events, 250+ Music Genres, 110K+ Photos, 6K+ Tracks, 4K+ Venues)

Launch Date Oct. 9, 2013