Energy drink Red Bull is constructing a modern $25 million recording studio and loft in Kingston in order to enter the local music industry by early 2011.

The Haining Road-based studio should open in February and allow the brand to make marketing inroads by linking lifestyle and music. Total expenditure represents construction and equipment costs, management said in response to the Sunday Observer’s queries.

“It represents a substantial investment. It is very modern and environmentally friendly studio,” stated William Mahfood, head of Wisynco, which distributes the drink locally and will operate the studio on behalf of the label. “Something like this has never been done in Jamaica especially providing such an opportunity for young artistes.”

The studio and apartment concept parallels that of Geejam Studios in Portland but Red Bull will not rent studio time.

“They will not sell studio time but offer it on an invitation basis for free. Also in some cases they will set up collaborations with international artistes,” stated Mahfood.

Red Bull already operates an international label and the studio in Jamaica follows sister studios in New Zealand, the UK and the US.

“They decided to build a studio in Jamaica because Kingston represents the music heartbeat of the region,” he argued.

The local studio will boost modern design that utilises natural lighting, offering a full range recording capabilities.

“It will be a full recording studio, have dwelling facilities, and also have a live-house,” he explained. “This will support the community by linking music and lifestyle and expose new talent to state of the art equipment along with international stars,” Mahfood added.