By platforming the voices of young artists, VCARB is making space for a more inclusive vision of what Formula One can be
RedbullIn the illustrious world of Formula One, nurturing talent begins when the future icons of motorsport are spotted karting against their peers as children. Cultivation of ability continues all the way through to the pinnacle of racing, F1. Visa Cash App Racing Bulls (VCARB), the sister team to Red Bull Racing F1, has historically been no stranger to aiding accomplished drivers rise higher up the ranks.
Since 2006 and across more than 370 race starts, VCARB has been charged with bringing future champions to the grid, and has done so with great success, from four-time world champions Sebastian Vettel and Max Verstappen to race winners Daniel Ricciardo and Carlos Sainz Jr.
VCARB are now reaching beyond the confines of technical driving to platform emerging talent across multiple creative disciplines. In 2024, F1 as a franchise saw a 12 per cent increase in fanbase, in no uncertain terms, due to young artists and content creators using social media to connect a world often considered exclusive to a whole new generation.
During the 2024 season, the team formed the Creator Platform, an open-to-the-public application program with the aim to unearth and nurture unique creative talent who may otherwise be flying under the radar by granting them access to the world of F1 across a race weekend.
Who better understands the visual and physical content F1’s growing youthful supporters wish to interact with than the fans themselves? In meeting F1’s fans where they are and speaking their language, VCARB is building a deeper sense of not just team loyalty, but also race weekend excitement. Immersing in the culture of the personality-filled cities the racing series travels to, curated music experiences have already proven fan favourites.
Last year, photographer Violet, cinematic videographer Christoph Wanderer and hand embroidery designer Ivy Whiteman were all given the chance to showcase their work across a wide range of team activations. This year, the team are also using their Garage Sessions events, where music meets motorsport in race cities around the world, giving both emerging and established DJs, musicians and singers the chance to support the headline acts and complete the lineup.
To kick off the 2025 season in Melbourne, VCARB handpicked DJ Hor.C to play a genre-bending set ahead of event headliner, Honey Dijon. On social platforms ahead of each race weekend, race posters created by skilled independent graphic designers are opening a new avenue for rising creators to tell the team’s story on their own terms.
The Creator Platform is nowhere near slowing down as the team hunts for even more fresh talent and unique perspectives across the British, Hungarian and Monza GPs – those familiar with the team’s drivers will be pleased to know Isack Hadjar and Liam Lawson sit on the selection panel. After all, the pair are themselves proficient at using social media to connect in culturally relevant ways.
The future of F1 will be more inclusive, and VCARB is helping to lead that vision by transforming pit lanes into platforms, aligning with areas that matter to young people, all to break down traditional barriers to creativity and accessibility. From social content all the way through to racing drivers, VCARB are supporting the future best of the best.