It's no secret that the prolific energy drink brand has successfully parlayed its consumer appeal into a thriving lifestyle brand making its name synonymous with discovering the many thrills life has to offer. There's arguably no better testament to the success of the company’s ventures off the shelf than Red Bull Racing, an effort that has the brand perennially on the minds of the sport’s exponentially growing fan base of 430 million and counting.
Another experience that we suspect will grow to become inextricably intertwined with Red Bull Racing over time is Red Bull Guest House. Historically, Red Bull Guest House, a curated, invite-only showcase experience, and Red Bull's efforts on the racetrack have remained distinctly separate, until now.
This year, the organization took the step of melding these experiences together to create a curated event series in honor of the Formula 1 debut in Miami. On the surface, dance music and F1 racing may seem an unlikely combination, but the two fields have demonstrated track records of connecting global fandoms, audiences, and cultures in ways that few other genres and sporting events can hope to accomplish. Perhaps for that reason it’s no wonder the world’s most highly visible electronic artists are aligning themselves with the sport now more than ever. From Tiësto’s performance from the back of a tricked-out Heineken truck at the Dutch Grand Prix, to Nervo’s high-flying performance in São Paulo, and Charlotte de Witte’s Formula EP, the connection is becoming more visible by the day.
