Red Bull has gradually positioned itself at the forefront of sports, creativity and lifestyle, embedding itself in everything from extreme sports and dance to music, football and Formula One. In 1998, they started the Red Bull Music Academy in Berlin as “a world-travelling series of music workshops and festivals” with the main segment attended by “two groups of 30 selected participants – producers, vocalists, DJs, instrumentalists and all-round musical mavericks from across the planet”. It has been held in as diverse places as Cape Town, Sao Paulo, Dublin, Melbourne, London, Seattle and...