Red Bull B2B made its US debut, championing Detroit’s ghettotech scene with a celebration that was super stylish and a lil’ bit messy.
The Red Bull brand has been synonymous with energy since the early 2000s, when their playfully animated commercials promised to give you “wiiiings!” And who could forget Felix Baumgartner base jumping the stratosphere — the stunt that cemented Red Bull as a lifestyle brand enriched with adrenaline, ambition, and audacity.
The multi-faceted company’s success stands testament to a straightforward marketing strategy which targets young, urban professionals in sports, music and entertainment. But what sets Red Bull apart from the pack is a keen ability to spot rising personalities or emerging trends — and give them wings.
While similar brands have dipped their toes into these spaces — hosting events or collaborations with an uncomfortably obvious focus on attracting new customers — Red Bull’s approach comes across as more genuine. The people on the teams representing Red Bull events arrive excited and enthusiastic, having clearly done their homework. This energy is integrated into the curation and impact of their events, exposing an ineffable layer of cool.
Part of the brand’s cult-like following can be attributed to a long-standing reputation working within underground or grassroots spaces.
Red Bull doesn’t shy away from the abstract, weird, or misunderstood. Instead, they embrace, encourage, and elevate. And, there aren’t too many genres in dance music that are as off the beaten path as Detroit‘s ghettotech. The brand’s decision to host the US debut of Red Bull B2B in the beloved urban metropolis continues a storied partnership drenched in mutual support, respect, and admiration.
This could have merely been another one-night event where DJs perform relay-style in revolving back-to-back sets. Yet, Red Bull understood their unique and self-imposed position as newfound global ambassadors of this enigmatic genre. The hosts went beyond the standard approach of simply throwing a party by giving ticket holders a two-day experience. The loaded itinerary was not only musically satisfying, but also flaunted the cultural trends, history and sass of the late ’80s, when ghettotech was born.
Despite last-minute changes to the lineup, attendees were pleasantly surprised walking into the unexpectedly packed pre-party.
The party featured a first-time collaboration between ghettotech’s pioneer, DJ Godfather, and Miami’s Danny Daze at the vibrant Deluxx Fluxx nightclub. Their “in your face” set was full of the fast tempo, driving rhythms and often pornographic call-and-response vocals that have attracted a newer, younger, and broader audience. As casual clubbers shared the dancefloor with some of Detroit’s finest juke and footwork phenoms, the neon-drenched walls of the club shook down to the studs — well into the early hours of the morning.
The following afternoon got off to a quick start as attendees donned four-wheels for the day’s first activity: techno rollerskating at Rollercade. Though some fans may have skipped the kid-friendly affair to avoid the high humidity, skaters welcomed the opportunity to engage more intimately with the Red Bull team. Organizers kept conversations flowing inside of the air-conditioned space — a staple of the city, operating since 1955 — by recapping highlights from the night before and sharing excitement for what was to come.
As the end of rink time approached, skaters caught their last breath and drifted to the exit. Outside, a classic black 1978 Chevrolet Corvette sat rather conspicuously in Rollercade’s parking lot. Serving as the car’s backdrop was the signature graffiti mural created by renowned Detroit artist, and one of the weekend’s DJs, Sheefy McFly.
Spectators took turns cycling through their best “I’m a badass from the ’80s” poses, snapping photos that belong on the cover of an urban streetwear magazine. The Red Bull team watched patiently, trading brazen smirks of pure satisfaction. The audacious idea was genius, but risky. What could just as easily been perceived as “cheesy” or “too on the nose” was perfectly executed and well-received. In true Red Bull form, wings were spread, a shot was taken, and it didn’t miss.
In retrospect, there were a handful of peculiar, slightly puzzling circumstances.
for example, there was an obvious lack of techno heard at the “techno rollerskating” event. This ironically culminated into an organic, thorough, and bold expression of ghettotech’s cultural impact.
Our hasty exit from the spontaneous photo shoot led to an early arrival at the next function. Many expressed anticipation for the scheduled workshop with DJ, producer, and mixed media artist CRYSTALLMESS throughout the entire weekend. Pulling up to Underground Music Academy‘s packed parking lot confirmed we were in for a treat.
Even if you know nothing about Detroit or it’s rich history in the music space, stepping inside UMA evokes a visceral response. The unassuming brick structure once served as headquarters for the NAACP in Detroit’s North End. Now, the historic building has transformed into a fully functional, sparsely decorated studio and instruction space.
After we received a warm welcome from the director, internationally acclaimed Detroit DJ Wajeed, we settled into various styles of seating inside a small studio. CRYSTALLMESS sat front and center, delivering a powerful message titled Building a Sustainable Creative Career: A Diasporic Perspective. The French artist’s personal history, path to success, and engaging brand of storytelling felt like a history lesson we all didn’t know we needed.
CRYSTALLMESS’ charming, passive, and sometimes slightly aggressive demeanor embodied the indescribable mythos that seems to surround her. She confidently shifted between topics — from her past and present experiences in the industry to branding and career sustainability — needing little effort to hold everyone’s attention. As the temperature in the room continued to rise, she kept her cool answering tough questions about accountability, gender equity and self-confidence. This influential encounter continued well past its scheduled time and easily stands out as the highlight of the weekend.
Finally, it was time for the main event. The line to enter the Majestic Theater stretched well-past pre-arranged queue gates. Once inside, the transition from the calm, measured pace of the street to the rigid, pounding energy of the club was jarring. Though initially unsettling, the exaggerated cadence of the strobe lights never wavered. By night’s end, it had become a strange necessity.
Detroit’s Killa $quid and Chicago-based Mondai started the night of lively festivities, properly warming up the crowds making their way into the venue. As the dancefloor quickly filled, the club became appropriately ratchet. Random dance battles broke out in every corner. A mosh pit erupted at the front of the stage. Bright phone screens conveniently filled spaces void of strobe lights and LEDs. So much energy was being delivered by the cast of rotating DJs that you were forced to take a break.
DJ Swamp Izzo, CRYSTALLMESS, Sheefy McFly, and Fullbodydurag made light work of their respective B2B sets, honing in on the eclectic taste of the diverse crowd, and feeding us over and over. Hip-hop anthems, house music classics, gritty ghettotech — the music was raw and grimy, all night long. From backstage to security, there wasn’t a still body in attendance, even in the midst of unpolished moments.
Of course, with any last-minute roster shakeup — maybe even moreso in the relay-style b2b format — sets can be far from perfect. Yet, this softened attention to detail played right into the hands and feet of Detroit clubbers.
The DJ collective powered through various mishaps in a way that was more endearing than distracting. This was Detroit at its best, absent of perfectionism and a little crass. We experienced the ghettotech movement in the most immersive way possible.
Red Bull continues to show a strong commitment to niche cultures by sponsoring local events in a significant way, literally putting their money where their mouth is. As members of these communities attend unapologetically mainstream gatherings held in their own neighborhoods, they become cognizant of the global brand’s connection to their movement and the pathway it creates toward greater visibility.
Gaining recognition as an authentic advocate instead of a simple sponsor, Red Bull has undoubtedly been awarded genuine loyalty and respect in some of the world’s most culturally rich spaces. And, in return, they pay it forward with intention — especially in Detroit.
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