RED BULL

Chapters

the challenge

Red Bull set out to launch Chapters, a new live music and experiential marketing platform designed to tell an artist’s story in a way that a traditional concert couldn’t.

The global debut of Red Bull Chapters with Rauw Alejandro at Forest Hills Stadium marked the culmination of a yearlong partnership. The opportunity was to create a large-scale brand experience that brought fans closer to the artist while celebrating the culture, influences, and defining moments behind his rise.

The experience needed to feel authentic to Rauw, original to Red Bull, and meaningful to an audience already deeply connected to his music. The challenge was to deliver live entertainment experience that could balance cultural storytelling, fan engagement, production scale, and brand integration – the demand for this experience was so strong that a second show was added and swiftly sold out.

the SOLUTION

As lead experiential and event production agency, SoHo worked alongside STURDY, who led the creative, to bring Red Bull Chapters from a new IP to a fully realized two-night live experience.

The show unfolded in three acts: Inspiration, Momentum, and Legacy, combining live music, dance, visual storytelling, large-scale production, and culturally rooted creative to trace Rauw Alejandro’s journey from his Puerto Rican and Nuyorican influences to his evolution as a global artist.

The experience extended far beyond the stage. Fans encountered archival costumes, limited-edition merchandise, branded activations, hospitality, and storytelling moments throughout the venue, creating a complete fan engagement experience from entry to encore.

Behind the scenes, SoHo managed 40+ vendors and helped connect the creative, technical, operational, financial, and guest-experience pieces across a complex build and two sold-out performances.

The result was more than a concert. It was the launch of a new Red Bull live event platform built around music, culture, community, and shared experience.