As just one example of how extensive this network is, consider day ted the music arm of Red Bull Media House. Nothing short of a complete music division, it includes Red Bull Publishing (a hub for all the music and audio generated in the Red Bull Media House ) , Red Bull Records (its own music label ) and Red Bull Radio Services (an Internet-based radio network and original shows). Through this well this media network, Red Bull puts its brand at the center of a cooperative of companies, brands, and artists, encouraging them to take part in Red Bull's resources
Multiplying this across the other major media in the Red Bull Media House network, it's clear that Mateschitz sees Red Bull not as a beverage brand, but as a global lifestyle brand with boundaries that have not yet been reached. He calls the recent multimedia assault"our most important line extension so far," with the goal aC to"communicate and distribute the"World of Red Bull' in all ma- ely jor media segments." As with all the other promotional ventures, es Mateschitz hopes Red Bull Media House will turn a profit. But as n- with his sport teams, he's willing to be patient and bank on the ue promotional value of these activities.