By Bernadette Giacomazzo • March 29, 2019

Recently, Red Bull proved itself to be on the cutting edge of modern athletics and pop culture when they announced that they would be sponsoring The Red Bull BC One breakdancing contest. The competition, according to the Los Angeles Times, comes just under a month after Paris 2024 officials proposed the addition of breakdancing as an Olympic sport. What was once a dance movement that originated on the streets of New York in the 1970s has, according to Olympic officials, “become so popular in France that the country is now regarded as second only to the USA in terms of practitioners (approximately one million) and the organization of competitions.”

But the Red Bull BC One is not the first time that the energy drink behemoth has brought Hip Hop culture to the mainstream.

A few weeks ago, The Red Bull Music 3Style took place, which boasted itself as the “world’s largest DJ competition,” and for good reason. Featuring competitors from all over the world, this year’s 3Style was hosted in the luxurious city of Taipei, the capital city of Taiwan, in the equally-impressive W Hotel Taipei, where the music began pumping as the sun began to set on the Shilin Market, and the throbbing bass carried all the way through the SongShan District until sunrise the next morning.

READ MORE AT HIP HOP DX