Energy drink Red Bull is partnering with C3 Presents to co-produce a live stream of the alternative music festival Lollapalooza through its multi-platform production arm Red Bull Media House, it was announced on Thursday.
Red Bull is a longtime Lollapalooza partner, but for the past several years its involvement has been confined to the event site. Now that its digital video service Red Bull TV is available via OTT platforms such as Apple TV, Xbox 360 and Amazon Fire TV, Samsung Smart TVs and mobile devices via Android and iOS applications, the company decided to expand its fest footprint by live streaming the event to a global audience.
The Lollapalooza live stream in early August will feature 3 channels. One will be a hosted stream featuring exclusive artist interviews, behind-the-scenes shots and festival highlights. Two additional channels will present live performances from the five main festival stages.
The Red Bull TV stream will also be carried live on the Lollapalooza website.
Founded by Jane’s Addiction lead singer Perry Farrell in 1991, Lollapalooza is produced by the Austin, Texas-based C3 Presents, also responsible for Austin City Limits Music Festival and numerous other concert and civic events across the U.S.
Earlier this month, T-Mobile sponsored a live stream of the Coachella music festival on YouTube, with highlights airing on the AXS TV cable channel. At the moment, there are no plans for this year’s Lollapalooza to air on linear TV, according to a Red Bull Media House spokesperson.
Red Bull branding efforts have generally focused on daredevil feats. It’s a longtime sponsor of the Taurus World Stunt Awards, honoring movie stunt people, and branded events including the Red Bull Air Race and Red Bull Crashed Ice, as well as third party sports properties such as UCI Mountain Biking World Cup and Volcom Pipe Pro.
In October 2012, Red Bull Media House live-streamed the Red Bull Stratos jump, which became the biggest live stream in history, attracting 9.5 million concurrent viewers that took up 8% of the internet’s bandwidth that day.
The company has mounted a handful of branded music initiatives, including Red Bull Revolutions in Sound, music performances from Red Bull Sound Space at KROQ and Red Bull Studios, but Lollapalooza will be the first music festival live-streamed on Red Bull TV.