An example of how a big brand can actually develop and work in conjunction with DJs and producers, Red Bull recently stole the show for us at Bestival where we caught everyone from Ghost Poet's bedsit hip-hop to Kidkaneval mixing between juke and jungle on their stage.
They've now pulled out all the stops for a ridiculously good party named Revolutions in Sound which takes place on Thursday 13th October in London.
Step one, take over the London Eye. Step two, hold a party in every one of the 30 pods with a line-up (full details below) that includes DJs and bands with everyone from Hessle Audio and Night Slugs to Andy Weatherall and The 2 Bears.
Then the icing on the cake, step three, make tickets free - they're available from 10am this Thursday 22nd September, full details below - and broadcast all the parties online at www.redbullmusicacademy.com/worldtour/london so even if you're not there, you can join in.
There are also tickets for a silent disco where you can join the party by dancing at the base of the Eye listening to any of the pods via your headphones.
It's the first of an international tour taking in Berlin, Detroit, New York, São Paulo, Cape Town, Melbourne, Paris, Toronto and Rome, and building up to the 14th annual Academy in Madrid this October/November, all of which you can keep an eye on via www.redbullmusicacademy.com.
Thursday 13th October
EDF Energy London Eye, Riverside Building, County Hall, Westminster Bridge Road, London SE1 7PB
Line-up: Wretch 32, Skream & Benga w/ Sgt Pokes, Metalheadz ft Goldie MC Justyce, Kano, Digital Soundboy Soundsystem (ShyFX, Breakage, B Traits, Donae’o, Stamina MC & Youngman), Rob da Bank presents Sunday Best, David Rodigan, FabricLive ft. Hessle Ausio (Pearson Sound, Ben UFO, Pangaea), Andrew Weatherall, Roller Express ft. Toddla T & Redlight, Don Letts, YoYo, Deviation ft Benji B, L-Vis 1990 B2B Bok Bok (Night Slugs), The 2 Bears, Channel One Sound System, Jackmaster, Lunice, RBMA Madrid ft XXXY & Doc Daneeka, Andreya Triana & Tanya Auclair, RBMA Allstars ft Space Dimension Controller B2B Braiden, Moshi Moshi ft D/R/U/G/S & Night Angles plus more TBA
Tickets: Free subject to availability.
Tickets released 10.00am Thursday 22nd September 2011 via www.redbull.co.uk/RevolutionsinSound