• Thato Mathebula


Updated: Jan 19, 2021

In the past 33 years since it was founded in 1987 Red Bull has evolved dramatically from being one of the world’s most famous energy beverage companies to so much more. In 2020 Red Bull can be identified as a lifestyle brand through their efforts and strategies used to engage with consumers and develop brand identity as well as diversifying the brand by being present in various areas such as sport, media and entertainment.

In 2019 Red Bull announced that they would be collaborating with Tall Racks Records to launch a project called “Lift As You Rise”. The project was centered around nurturing young musicians in South Africa and giving them an opportunity to be featured on pre-recorded music with the likes of Nasty C, Telleman, Gemini major, Rowlene and others.

Young aspiring artists were given multiple records to choose from to drop their best possible 16 bars in the hope of winning and being invited to cape town to work with these established artists.

Red bull must be commended for contributing to the culture by giving aspiring artists wings and giving them an opportunity to shine. This week we sit down with one of the winners of this competition to discuss their career prior to and after this project. Follow us on social media to stay updated with our latest content.

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