RED BULL BC ONE 2019

SKILLS

PR strategy, editorial and content creation, opinion leader partnerships, photo project concepts, on site event photography coordination, and management of photo assets to content pool.

SUMMARY

Following the success of the Red Bull Music Festival, I worked the Los Angeles stop of Red Bull’s international break dancing competition (known as breaking within the community). Featuring 16 local b-boy and b-girls battling for a spot in the Houston National Championship, the Los Angeles cypher was another great opportunity to create editorial and social media content around this niche and vibrant community. Below are the highlights of editorial coverage and social activations.

INFLUENCER and content: kinjaz

Our goal was to raise awareness of the cypher to LA’s dance world outside of breaking’s small community. We identified local hip-hop studio and dance troupe Kinjaz as ideal partners, as they possess a genuine and curious passion for hip-hop culture (breaking being one of its original pillars) and a strong following with over 800k instagram followers and 600k YouTube subscribers. We collaborated with Kinjaz to create three different activations: a workshop at their community space, a podcast featuring the Red Bull BC One All Stars, and a video showcase of moves from Brazilian breaker Neguin.

Above is a recap of the sold out workshop, which was incredibly effective at bringing together young dancers curious about this side of hip-hop dance and letting them know about the cypher. It also provided an opportunity for our invited writers (LA Times, Yahoo, Paper, VIBE, and Dance Magazine) to witness the inclusivity and passion of this community. The podcast was a refreshing moment for the Red Bull All Stars to speak on breaking with someone within their community. Below are social posts around Neguin’s showcase and podcast. We finally invited Kinjaz to perform at the cypher itself which produced another piece of social and video content.

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BROADCAST and national coverage: BREAKING AT THE 2020 OLYMPICS

In March, the International Olympics Committee announced it was considering breaking as a new sport to be added for the 2024 Paris Olympics, so the LA cypher became an excellent moment to discuss a monumental milestone for this sport and culture. We reached out to writers at national publications and TV stations who reported on the Paris Olympics news and pitched an opportunity to delve deeper into a sport on the cusp of international exposure and relevance. Many TV outlets from Associated Press to Univision to ABC 7 instantly became interested. Check out the ABC 7 segment aired on April 23rd, a week before the cypher. We invited LA Times sports writer David Wharton to attend the cypher and two workshops, giving him a full experience of the breaking community and opportunities to interview the all star judges, competitors, and figures in the dance community.