GoPro's partnership is part of the company's apparent strategy to create more and more original content.
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GoPro and Red Bull reached a multi-year partnership in May, and three months later the next phase of their partnership is underway. The GoPro Channel was launched last week on Red Bull TV. In order to kick off the GoPro Channel, Red Bull released an exclusive of the film, The Fourth Phase, featuring world-class snowboarders Travis Rice and Eric Jackson.
Although the premiere isn’t until Oct. 2 on Red Bull TV, users got to see a first-person, three-minute clip experiencing a day in the high-flying life of Rice and Jackson. The behind-the-scenes footage captured details that could not be seen in the film’s trailer.
The improvements are obvious, but the GoPro Channel does not stop there.
Red Bull TV will also premiere two more original series, Chasing El Niño with Chris Benchetler, a four-part series on the skier’s search for the best snow conditions across the West Coast in 2015–16; and Two Roads, an 11-part series that tracks 11 athletes and one coach’s journey through their respective sports.
The GoPro Channel will also feature cycling programming with Record-Breaking Victory: UCI MTB World Cup 2016: GoPro Extra and Danny MacAskill: Cascadia.
The partnership should not be a shock to most. The companies have been cohesive for some time. In 2013, Red Bull and NBC Sports made GoPro an official partner of the Red Bull signature series. The two companies share a similar philosophy, pushing the limits of human achievement through sport.
“First-person perspectives, breathtaking images and cutting edge cinematography are the hallmarks of every story told within Red Bull’s portfolio of productions and live broadcasts,” Dietrich Mateschitz, founder and CEO of Red Bull, said in a statement in May. “As partners, Red Bull and GoPro will amplify our collective international reach, the power of our content and ability to fascinate.”
All of these improvements are leading us down GoPro’s “yellow brick road”—its own original content. The company plans on launching 32 short-form shows later this year and into early 2017, according to Variety.
It’s realistic to think that GoPro is expanding due to the live-streaming phenomenon that has taken off over the last year. With the constant upgrading and updating that GoPro is experiencing and the partnership with Red Bull, both companies could experience a jump in profits.