Red Bull is getting artsy. Even though the familiar energy drink has more often marketed itself in association with sports events, the brand is turning its attention to things cultural.

Chicago will get the first and so-far only taste in the United States of a Red Bull project involving music and movement. Called Red Bull Flying Bach (Red Bull is the presenting sponsor), the show is a melding of music by Johann Sebastian Bach with hip-hop music, breakdancing and ballet, and it’s all headed for that most civilized of Chicago performing venues, the Civic Opera House, where the seventy-minute show will play 20-28 June 2014.

Although Chicago will be where the show makes its American debut in 2014, the production has already played successfully in Europe and around the world, including Australia, Iceland, Russia, Chile and Japan.

At the core of the production is the Berlin-based breakdance group Flying Steps. They will be joined for the show’s American debut by Swedish ballerina Anna Holmström – just to add a touch of precision ballet to the prevailing breakdance theme.

A spokesman for the show said it aims to appeal to people in their twenties through their forties, a somewhat younger demographic than typically fills the Civic Opera House for the many Lyric Opera of Chicago productions staged there, and the Civic Opera House couldn’t be happier about the booking during what would otherwise be the slow summer months. “It’s a groundbreaking blend of traditional and contemporary entertainment that will be completely new to Chicago audiences,” predicted Rich Regan, director of facilities at the Civic Opera House.

Perhaps wisely, Red Bull Flying Bach is keeping pricing relatively reasonable – at least compared to grand opera – with tickets ranging from $24 to $88.

Lewis Lazare – Chicago Business Journal