Content is not king. Red Bull’s content is king.
Werner Brell, managing director of Red Bull Media House, made a rare public appearance at the Content All Stars summit in New York recently. Journalist and MBA, Dorian Benkoil, was there to speak with him for Mediashift.
I joked to Brell that a toilet paper company couldn’t do what Red Bull is doing, and he vehemently disagreed.
There are, he said, rules that any brand — can live and die by to create media: Know your brand and stand by its ethos, be relevant and authentic, surprise and innovate (“don’t be a copycat”), be consistent, and tell a real story.
What Red Bull is doing is dazzling from a production angle. Their Red Bulletin lifestyle magazine has a circulation of more than 3.1 million per month globally, via newsstands and through newspapers. Their latest movie, On Any Sunday, The Next Chapter, is in theaters across the U.S. this month.
According to Variety, “The Next Chapter” is RBMH’s first movie shot entirely in 4K Ultra HD. The U.S. deal also raises the bar for action sports movies’ stateside theatrical distribution.
The Media House, created six years ago as a separate arm of the company to create what Brell called “premium” media, produces and sells high-end art and photography coffee table books, a yearly calendar, DVDs of adventurers exploring forests and fjords, and TV shows.
“We create more than 600 pieces of content every year,” Brell said.
Previously on AdPulp: Red Bull Founder Sees His Content Strategy As “A Line Extension”