Red Bull
Year
2025 – NOW
Market
Spain, Latam & US
Building a new music universe
Red Bull Surco isn’t just a YouTube channel. It’s a music universe where Spanish-speaking urban artists experiment, collaborate and challenge their creativity through original Red Bull formats.
Born from the ambition to strengthen Red Bull’s place in music with relevance and credibility, Surco brings together strategy, creative development, music, audiovisual craft and distribution under one recognisable ecosystem.
The challenge was not simply to create more live performances. In an already crowded landscape, we needed to build a distinctive territory of our own — one that could work with both emerging and established talent while remaining unmistakably Red Bull.
How do you create something distinctive in a space
where almost everything has already been done?
Live music is everywhere.
Artists have countless platforms to perform on, and audiences are surrounded by formats competing for their attention.
So instead of creating another performance channel, we focused on building a recognisable creative universe.
The strategy was built around three principles:
Principle No.
01. Innovation
Create formats with their own creative rules, pushing both the musical and audiovisual experience beyond a traditional live performance.
Principle No.
02. Identity
Build a strong and consistent visual language so that every format feels part of the same universe and can be recognised beyond logos or branding.
Principle No.
03. Ownership
Create concepts strong enough for the format itself — not only the artist — to become memorable.
THE IDEA •
THE IDEA •
THE IDEA •
THE IDEA •
THE IDEA •
One universe.
Different ways to experience music.
Surco became the umbrella for a growing ecosystem of original and existing Red Bull music properties, each with its own creative premise but sharing the same ambition: giving artists a space to do something they wouldn’t normally do.
From one-take performances and unexpected collaborations to genre experimentation and large-scale live experiences, every format explores a different side of creativity.
Formats:
BEYOND THE FORMAT
Building an ecosystem,
not just a video
Surco was conceived beyond long-form content.
Each project is designed as a wider content ecosystem, connecting YouTube, social platforms, artists, creators, media and Red Bull’s international music network.
Long-form and short-form content are developed as complementary parts of the same idea, allowing each format to live differently across platforms while maintaining a consistent identity.
The result is a music platform designed to connect artists, audiences, formats and distribution — and to keep evolving with the culture around it.