Red Bull has gone to considerable lengths to make itself known as the late-night fuel to get you through a party. What is not so well known, outside of electronic music circles, is that Red Bull also runs the Red Bull Music Academy, an intensive annual two week mentoring project for up and coming vocalists, producers, instrumentalists and DJs.
Since its 1998 beginning in Berlin, the Academy has been hosted in metropolitan centers, like London, Melbourne, Madrid and, in 2007, Toronto. This year's edition takes place in New York City, with two fortnight-long terms running from Sept. 30 to Nov. 2. With two lectures per day, studio time and club nights, followed by even later studio time, it’s a two-week schedule that might require participants to chug a little of the sponsor's product to themselves to keep up.
In previous years, Canadian artists Poirier, Lunice, Ango and Exeter have attended as participants, while established artists Deadbeat and Peaches have attended as lecturers and mentors. Toronto’s Evan Doyle, a.k.a. Exeter, a 2011 participant, said it was an incredible experience, from the moment he dropped his bags off in his hotel room to his performance at Madrid’s Fabric Club, where he shared the bill — for what was only his fourth live gig — with none other than Aphex Twin.
Asked who ranked high on his list of lecturers, Evan cites legendary American producer Tony Visconti, the man responsible for 12 David Bowie albums and the T. Rex classic Electric Warrior. “He was great; very genuine and candid with us. He'd have these hilarious anecdotes from some musician we all admire and would follow it with a ‘this isn't going on the website, right?’ Trevor Horn was also very inspiring. I'd never heard Art of Noise before. Total mistake. Each lecture was peppered with listens of material from their career. There was also a chance to meet a personal hero, RZA, who provided a first-hand account of Wu-Tang's history. “We were all RZA's disciples for a couple hours.”
Late-night sessions were held by participants in what were not-so-ironically deemed bedroom studios, intimate environments with ideas and people flowing freely. Studio team members, like Dorian Concept or Roman Fluegel, would drop by to lay down tracks or offer advice. P-Funk legend Bootsy Collins even held a late-night jam with a full band.
Doyle says, “The biggest inspiration came from working in the studios with fellow participants. I got to see other people’s workflows and they were exposed to mine. It creates an atmosphere that benefits you both and is very, very exciting. Being around so many talented peers and seasoned legends tends to set your aspirations for production pretty high. You work a lot harder.” He still stays in touch with some of the friends he made there, like Los Angeles resident, Salva.
And what was the most surprising thing about RBMA? Evan candidly says, “I think probably how little it was actually about Red Bull. Everyone was music to the core. I guess I arrived expecting to find out what Red Bull would get out of it as a company financially — still have no idea. It was all about the music and creating the perfect environment for growth and creativity.”
To those thinking of applying, Exeter says, “My advice is that old cliché of being yourself. I can honestly say the selection criteria may be something like 50 per cent music and 50 per cent personality. Don't answer any questions the way you'd think they'd want to see them. Be open. Show them who you really are. Also, stock up on sleep before you go. You won't be getting any while you're there.” Applications for RBMA 2012 are open until April 2.
In support of this year's Academy RBMA has teamed up with MUTEK to present a cross-Canada tour, with performances by Egyptrixx & Martyn, Exeter, Sibian & Faun, as well as a lecture and information series.
RBMA / MUTEK tour dates:
Feb 29, 2012 – Ottawa, ON - Junxion
March 1, 2012 – Toronto, ON – Wrongbar
March 2, 2012 – Montreal, QC – S.A.T.
March 3, 2012 – Vancouver, BC – Open Studios
March 4, 2012 – Victoria, BC - LuckyBar
March 6, 2012 – Saskatoon, AB - Scratch
March 7, 2012 – Calgary, AB – HiFi
March 8, 2012 – Winnipeg, MB – Venue TBC
Watch: What is the Red Bull Music Academy
