Main Responsibilities of a Producer at Red Bull Media House

What are your main responsibilities currently? Primarily, I focus on creating and implementing an athlete content strategy. My team is the Athlete Media Network, and we run a program called the Athlete Media Program.

This program is essentially what I'm in charge of as the producer. Its core mission revolves around three pillars: engaging the athlete, educating the athlete, and empowering the athlete.

We work with athletes who express a desire to improve their content creation skills or become better media properties. Some athletes aren't interested in this, and that's perfectly fine. They prefer to focus solely on their sport.

However, for those who are interested, like Red Bull athlete Lethal Shooter, we collaborate to develop a content plan. Lethal Shooter is virally famous on social media, and while he's already very skilled, he exemplifies the type of athlete we support.

We work with athletes like him to create content around their events, whether they are competitions or important activations. For instance, last month, Chris, also known as Lethal Shooter, participated in a basketball shooting competition against a robot in Tokyo.

While I wasn't the direct project lead for this specific event, as it pertained to basketball, my colleagues were involved. They collaborated with him, his agent, his Red Bull manager, and the communications and programming teams to determine the content strategy.

This involves analyzing insights from Red Bull's dedicated insights team, which monitors media performance across social and traditional platforms to identify optimization opportunities. Our role is to synthesize this information into a digestible format for the athletes.

We aim to clearly explain how to best tell their stories and maximize visibility for their created content. The day-to-day at Red Bull is dynamic.

Just two days ago, we onboarded a new skier from Colorado, a younger athlete. This involved a lot of meetings and administrative tasks to ensure my budgets were updated.

Yesterday, I took headshots of him. Had he stayed longer, we would have discussed shooting social media content for his channels. We've found that athletes often have a wider reach than Red Bull's main account, although we do compare numbers with Red Bull USA.

We rely on our athletes to help promote our initiatives, not just their own content but Red Bull's broader efforts. We also host athletes at events to create crossover audience appeal.

For example, we might bring a winner of a sports event to a mountain biking event or bring our highest-potential media athletes, both domestic and international, to an F1 race. This helps further spread awareness of Red Bull's activities.

The significant difference for me transitioning from ESPN is that ESPN focused on news and entertainment. Here, while it's not my direct responsibility, there are individuals at Red Bull whose primary job is to sell cans and ensure product consumption.

My role is more centered on brand awareness and brand integrity. This involves how athletes present themselves and how we present them. We also ensure they are visibly branded at events with Red Bull merchandise.

Ultimately, our hope is that consumers are inspired by what they see from our athletes, both in their athletic achievements and their lifestyle as Red Bull athletes. We aim for this inspiration to resonate with a broad audience, encouraging them to drink Red Bull and embrace a similar drive.