Red Bull Records
Red Bull Records is an independent record label and artist-development company owned by Red Bull GmbH.
Last updated August 24, 2026
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Overview
Red Bull Records is an independent record label headquartered in Los Angeles, California, with an additional office in London. It operates as part of the broader Red Bull group, extending the company’s music activities beyond event sponsorship and media production into artist signing, recorded-music releases, publishing, partnerships and artist development. The label was founded in July 2007 by Red Bull co-founder Dietrich Mateschitz with Greg Hammer. From the outset, it was positioned as an artist-development business rather than simply a vehicle for short-term releases. The company broadened its activities in 2008 by creating a publishing division. That division represents or has represented songwriters and producers including John Feldmann, Charlie Shuffler, Eric Aukstikalnis and LordQuest. This publishing capability gives Red Bull Records a role in the creation and administration of music as well as in the marketing and distribution of finished recordings. The label’s early breakthrough came through Awolnation. The band’s 2011 debut album, Megalithic Symphony, generated the long-running single “Sail,” which became the company’s most prominent commercial success. The release also included “Not Your Fault.” Awolnation subsequently issued the album Run in 2015, further establishing the label in alternative and rock music. Scottish band Twin Atlantic became Red Bull Records’ first international signing and released several albums through the label, helping demonstrate its ability to work across national markets. Rock and heavy music have remained important parts of the roster. Beartooth signed in 2013 and released a sequence of albums through Red Bull Records, including Disgusting, Aggressive, Disease, Below and The Surface. The group’s awards, chart results and radio success made it one of the label’s major long-term artist relationships. The company has also worked with indie-pop act The Aces, guitarist and solo artist Albert Hammond Jr., and artists from hip-hop and R&B. The Aces joined the label in 2016, while Hammond Jr. signed in 2018 for the release of Francis Trouble and later issued Melodies on Hiatus through the label. During the 2020s, Red Bull Records expanded its urban-music activities. It added Los Angeles artist Blxst in 2020 and later renewed its relationship with his Evgle entertainment company. That arrangement enabled joint artist signings and releases, including work with Jay Millian and Joony. The label also developed partnerships with WondaGurl’s Wonderchild Records and Mind of a Genius, supporting artists such as JUGGER, Chris LaRocca and Peter $un. These arrangements reflect a partnership-led model in which Red Bull Records works with artist-owned or independent creative companies rather than relying only on conventional direct signings. The label’s roster and activities span alternative rock, metalcore, indie pop, hip-hop, R&B and Spanish-language freestyle culture. In 2021, it signed Spanish rapper Arkano, who had gained recognition through Red Bull Batalla, and released his album MATCH in 2022. Red Bull Records also partnered with Red Bull Batalla from 2021 to distribute recordings from the competition’s live battles on digital platforms. Overall, the brand combines a relatively focused independent-label structure with the international reach, media resources and event ecosystem of Red Bull GmbH.
History
Red Bull Records was established in July 2007 by Dietrich Mateschitz, co-founder of Red Bull GmbH, with Greg Hammer. It was created as an independent label with an emphasis on developing artists over the longer term. The label’s structure allowed Red Bull to participate in the music business while retaining the broader brand’s association with culture, performance and live events. In 2008, Red Bull Records added a publishing division. The move expanded its scope from financing, releasing and promoting recordings to representing the work of songwriters and producers. The publishing roster has included John Feldmann, Charlie Shuffler, Eric Aukstikalnis and LordQuest. The label maintains offices in Los Angeles and London, giving it a base in the United States and a European operating presence. Awolnation provided the label’s first major breakthrough. The band’s 2011 debut, Megalithic Symphony, achieved platinum status and contained “Not Your Fault” and “Sail.” “Sail” became a particularly durable success, receiving diamond certification in the United States and additional certifications in other countries. Its extended run on the Billboard Hot 100 made it one of the longest-charting singles in the history of that chart. Awolnation followed with Run in 2015, which included “Hollow Moon (Bad Wolf),” “I Am” and “Woman Woman.” Scottish rock band Twin Atlantic was the label’s first international signing. Its Red Bull Records catalogue included Vivarium, Free, Great Divide and GLA. The relationship helped establish the label as an operation capable of working with artists outside the United States. In 2013, Red Bull Records signed Beartooth, a metalcore project formed by Caleb Shomo. The band released Disgusting, Aggressive, Disease, Below and The Surface through the label. Beartooth’s later recognition included genre awards, major chart placements and radio success, including number-one results on Billboard’s Mainstream Rock Airplay chart for songs from The Surface. The company developed a parallel indie-pop presence through The Aces. The Provo, Utah band signed in 2016 and issued the EP I Don’t Like Being Honest in 2017, followed by When My Heart Felt Volcanic in 2018. The group later released Under My Influence and I’ve Loved You For So Long. In 2018, Red Bull Records signed Albert Hammond Jr., guitarist of The Strokes, for his solo work. Francis Trouble appeared in 2018, followed by Melodies on Hiatus in 2023. Red Bull Records broadened its roster in the 2020s. Blxst joined in 2020, bringing a commercially successful R&B and hip-hop artist into the label’s portfolio. His relationship with the company developed into a broader arrangement involving Evgle, the multidisciplinary entertainment company associated with Blxst. Under the Red Bull Records/Evgle partnership, Jay Millian and Joony became examples of jointly developed or jointly released artists. The label also pursued partnerships with independent creative entities. In 2021, it announced a relationship with Canadian producer and songwriter WondaGurl’s Wonderchild Records, with JUGGER identified as the first signing. In 2023, the partnership expanded to Chris LaRocca. During the same period, Red Bull Records worked with Mind of a Genius on hip-hop artist Peter $un. These partnerships demonstrate a strategy of combining Red Bull Records’ release infrastructure with the creative direction and artist relationships of specialist independent companies. Spanish-language music became another area of activity. Arkano, known for his Red Bull Batalla freestyle achievements, signed with Red Bull Records in 2021 and released MATCH in 2022. From 2021, Red Bull Records also partnered with Red Bull Batalla to place recordings from the live competition on digital platforms. This linked the label’s recorded-music operations to Red Bull’s international freestyle-rap property. By the mid-2020s, Red Bull Records remained an active independent label with a catalogue spanning rock, metalcore, indie pop, hip-hop, R&B and Spanish-language freestyle. Its operating model combines direct artist signings, publishing, cross-border releases and partnerships with artist-owned or independent labels.
- 2023
Beartooth releases The Surface
[1]The album achieved leading positions on hard-rock charts and generated major radio results.
- 2021
Partnerships with Evgle, Wonderchild and Mind of a Genius develop
[1]The label increased its use of joint ventures and independent-label partnerships.
- 2021
Red Bull Batalla recordings begin digital distribution
[1]Red Bull Records began partnering on digital releases from the Spanish-language freestyle competition.
- 2020
Blxst joins Red Bull Records
[1]The signing expanded the label’s activity in contemporary R&B and hip-hop.
- 2018
Albert Hammond Jr. joins the label
[1]The Strokes guitarist signed for his solo album Francis Trouble.
- 2016
The Aces sign with Red Bull Records
[1]The indie-pop band joined the roster and later released multiple albums through the label.
- 2013
Beartooth joins the roster
[1]The signing began one of the label’s longest-running metalcore artist relationships.
- 2011
Awolnation’s Megalithic Symphony becomes a breakthrough release
[1]The album and its single “Sail” delivered the label’s first major success.
- 2008
Publishing division established
[1]Red Bull Records expanded into music publishing and songwriter and producer representation.
- 2007
Red Bull Records is founded
[1]Dietrich Mateschitz founded the label with Greg Hammer as an independent artist-development business.
Products and positioning
An international independent label focused on artist development, genre-diverse releases and partnerships with artists, producers and independent creative companies.
Music releases · 2007
Recorded music catalogue
Red Bull Records releases albums, EPs and singles across alternative rock, metalcore, indie pop, hip-hop, R&B and Spanish-language freestyle. Representative artists include Awolnation, Beartooth, Twin Atlantic, The Aces, Albert Hammond Jr., Blxst, Arkano, Chris LaRocca and Peter $un.
Publishing · 2008
Music publishing
Established in 2008, the publishing division represents or has represented songwriters and producers whose work spans pop, hip-hop, R&B and other contemporary genres.
Digital music · 2021
Red Bull Batalla digital recordings
Through its partnership with Red Bull Batalla, the label supports digital releases derived from live Spanish-language freestyle rap battles.
Marketing campaigns
- 2021Red Bull Batalla digital release partnership
Spanish-speaking markets · International digital markets
Red Bull Records partnered with Red Bull Batalla to distribute recordings from the competition’s live freestyle battles on digital platforms.
Outcome. The partnership connected Red Bull Records’ label infrastructure with Red Bull’s established international freestyle-rap property.
Brand decisions
2021
Adopt a broader independent-partnership modelStrategyBackground
The label was expanding into hip-hop, R&B and artist-led creative companies.
Action taken
Red Bull Records developed arrangements with Evgle, Wonderchild Records and Mind of a Genius.
Aftermath
The partnerships supported joint signings and releases involving artists including Jay Millian, Joony, JUGGER, Chris LaRocca and Peter $un.
2008
Add music publishing to the label’s servicesStrategyBackground
Red Bull Records initially focused on artist development and recorded music.
Action taken
The company established a publishing division representing songwriters and producers.
Aftermath
The label gained a role in music creation and rights representation in addition to releasing recordings.
Sources1 sources
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