Red Bull

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the highest-selling energy drink in the world, with 5.387 billion cans sold in 2013.

Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng, which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of Westerners, and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and krating is the large bovine called "gaur". Red Bull is sold in a tall and slim blue-silver can, while Krating Daeng is in a gold shorter can. The two are different products, produced separately.

The Red Bull company slogan is "Red Bull gives you wings", and the product is marketed through advertising, events (Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements, and music, through its record label Red Bull Records.

Bull

A bull is an intact (i.e., not castrated) adult male of the species Bos taurus (cattle). More muscular and aggressive than the female of the species, the cow, the bull has long been an important symbol in many cultures, and plays a significant role in both beef and dairy farming, and in a variety of other cultural activities.

Nomenclature

The female counterpart to a bull is a cow, while a male of the species which has been castrated is a steer, ox or bullock, although in North America this last term refers to a young bull, and in Australia to a draught animal. Usage of these terms varies considerably with area and dialect. Colloquially, people unfamiliar with cattle may refer to both castrated and intact animals as "bulls".

A wild, young, unmarked bull is known as a micky in Australia. Improper or late castration on a bull results in it becoming a coarse steer, also known as a stag in Australia, Canada and New Zealand. In some countries an incompletely castrated male is known also as a rig or ridgling.

Production company

A production company provides the physical basis for works in the realms of the performing arts, new media art, film, television, radio, and video.

Tasks and functions

The production company may be directly responsible for fundraising for the production or may accomplish this through a parent company, partner, or private investor. It handles budgeting, scheduling, scripting, the supply with talent and resources, the organization of staff, the production itself, post-production, distribution, and marketing.

Production companies are often either owned or under contract with a media conglomerate, film studio, entertainment company, or Motion Picture Company, who act as the production company's partner or parent company. This has become known as the "studio system". They can also be mainstream, independent (see Lucasfilms), or completely independent (see Lionsgate). In the case of TV, a TV production company would serve under a television network. Production companies can work together in co-productions.

Sound design

Sound design is the process of specifying, acquiring, manipulating or generating audio elements. It is employed in a variety of disciplines including filmmaking, television production, theatre, sound recording and reproduction, live performance, sound art, post-production, radio and video game software development. Sound design most commonly involves the manipulation of previously composed or recorded audio, such as sound effects and dialogue. In some instances it may also involve the composition or manipulation of audio to create a desired effect or mood. A sound designer is one who practices the art of sound design.

History

The use of sound to evoke emotion, reflect mood and underscore actions in plays and dances began in prehistoric times. At its earliest, it was used in religious practices for healing or just for fun. In ancient Japan, theatrical events called kagura were performed in Shinto shrines with music and dance.

Plays were performed in medieval times in a form of theatre called Commedia dell'arte, which used music and sound effects to enhance performances. The use of music and sound in the Elizabethan Theatre followed, in which music and sound effects were produced off stage using devices such as bells, whistles, and horns. Cues would be written in the script for music and sound effects to be played at the appropriate time.

Red Bull GmbH

Red Bull GmbH is an Austrian company which sells the Red Bull energy drink. The company is also known for its sponsorship of a range of sporting events and teams. In 2014, a total of 5.612 billion cans were sold in over 167 countries. 10,410 employees generated €5.11 billion in revenue. The headquarters of Red Bull GmbH are located in Fuschl am See, Austria.

History

Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in 1984. While working for German manufacturer Blendax (later acquired by Procter & Gamble) in 1982, Mateschitz traveled to Thailand and met Chaleo, owner of TC Pharmaceutical. He found that the energy drink Krating Daeng, developed by Chaleo's company during the 1970s, helped to ease his jet lag. After seeing market potential in the drink, he partnered with Chaleo in bringing it to Europe. Under their agreement, the partners invested $500,000 each into founding Red Bull GmbH. In return, they would each receive a 49% stake in the company, with the remaining 2% stake going to Chaleo's son Chalerm. They also agreed that Mateschitz would run the company.