Over the years we created several own music brands and organized, programmed, promoted and produced over 300 music concerts and events. Sold 250.000 tickets. From New York to Amsterdam to Shanghai. Booked 500 international DJs, musicians and live acts. And reached over 100 million people with livestreams and documentaries.
The experience of building our own music brands organically grew into a music-led creative agency. Where we keep creating our own signature moments to bring our love for music to life.
Founded in London in 1999, record label Hed Kandi was one of the first labels that infused branding into the industry, with a bespoke music identity and artwork by fashion illustrator Jason Brooks. In 2002 we launched Hed Kandi in mainland Europe and built it into a household name.
To conceptualize the friday after-work moment we developed VRIJ – the after-work celebration. VRIJ became a millennial lifestyle brand with 50,000 active members, live music festivals and event series in Amsterdam and Shanghai. Highlight: the world’s first after-work festival in the Olympic Stadium with 15.000 people and performances of Booka Shade, Goldfish, Kraak&Smaak and Crazy P Soundsystem.
The audience of the symphony orchestras around the world is aging. It is crucial to attract GenY’ers, so symphony orchestras can continue to exist. This is why we developed ‘Blown Away’ for the Rotterdam Philharmonic Orchestra. Advanced Culture Fest Blown Away makes classical music relevant for millennials by mixing music, art and food in a way that visitors are completely blown away by the high entertainment value of the event.
In 2012 we invited Junkie XL, took out all chairs and turned Amsterdam’s Royal Concertgebouw into a neo-classical Boiler Room, hosting the first livestream ever of a Dutch dance event on Youtube.
A year later, showcasing modern masters at iconic locations became engrained in our DNA with the launch of Audio Obscura. Then still something of an experiential experiment, we debuted this concept in Muziekgebouw aan ’t IJ and the Royal Concertgebouw. The start of a series of iconic performances of modern-day electronic producers in the temples of high-culture.
We saw lifestyle brands fighting for the attention of millennials, unaware of the fact that music could be the gateway to reach their hearts. We started First Day of Spring, the music-led creative agency.
To facilitate the connection between brands and the world of music, we founded Dance & Brands, our very own yearly conference in collaboration with Amsterdam Dance Event.
After taking over the Royal Concertgebouw in Amsterdam in 2012, we wanted more, and so did the Concertgebouw team. In 2016 we invited Joris Voorn to pull off a unique six-hour set. We followed him during his preparations, combined with imagery from the show itself we released a full documentary that was sold in over 70 countries.
In 2017 we made one of our wildest music fantasies come to life: the most influential electronic music duo of all time, blasting a dance floor right underneath the Rembrandt’s magnum opus: Underworld at the Rijksmuseum. Born Slippy below The Night Watch.
Our work for lifestyle brands was noticed in the industry. In 2017 we won a Eurobest award with our ‘This is Our House’ campaign for Absolut Vodka, raising awareness for the brand’s values of openness, freedom of expression and equality by reviving the message of the epic house track ‘My House’, written by one of the godfathers of house music Chuck Roberts, in 1987.
On to the next music moonshot together with our friends from Rijksmuseum. Imagine one of the world’s most artistic producers performing his new music inspired and surrounded by the masters of the Golden Age…