Making music gives you wings
Partnering with artists to fund, distribute and promote music is nothing new – but partnering with them to actually make music is novel. In 2007, Red Bull built a huge recording studio in their Santa Monica HQ. Since then, the energy drink makers have opened others in London, Cape Town and Auckland to support its record label. (Thanks EW)
The Red Bull studios are perhaps the most hi tech examples of the re emergence of the arts patronage business model (which worked rather well during the Renaissance).