Every Amsterdam Dance Event, we initiate and create events and collaborations. Why? Plain and simple: we love and live dance. It’s in our blood and veins. But more than that, it’s part of our mission.
We have always believed and still believe that dance and brands should come closer together. At first, brands had their own prejudices about dance and the dance domain was afraid to be commercialised. But when connecting the two purposefully and authentically, they can unitedly create a lasting experience. And then, brands - working together with dance - can make dreams happen.
This ADE, we created our own proof for this belief:
Absolut Vodka x ADE
Our campaign for Absolut Vodka, reminding people of values in nightlife by bringing back the roots of house, earned a key role during Amsterdam Dance Event. The brand invited house legend Chuck Roberts to officially open ADE 2017. Roberts’ lyrics, central to the campaign, had big boys crying and 40-year-old Dutch dance tycoons waiting in line for a signed poster and engaged thousands online, with 500.000 views and 6.000 shares of the live performance.
Dance & Brands
We hosted the 4th edition of our own conference: ADE Dance & Brands 2017 about the realities of consumer brands teaming up with the players of the electronic music industry. At the DeLaMar Theater, we welcomed 600 visitors and an international line-up of 20 inspiring speakers. With Dance and Brands, we bridge the gap between the two, so more magic can happen.
Underworld x Rijksmuseum
In collaboration with the Rijksmuseum, we initiated the most talked-about ADE event: a live performance by Underworld in the museum’s Bicycle Passage. Because of the Rijksmuseum and sponsors Heineken and KPN (Dutch telecom), 2.000 excited people joined us at this free event and millions of people worldwide were able to enjoy its livestream.