The 25th edition of Amsterdam Dance Event, which took place digitally over the past five days has reached millions of visitors from around the globe. The yearly ADE PRO conference, which traditionally takes place alongside its festival, also reshaped to an online environment and attracted thousands of professionals working in the electronic music industry.
One of the highlights included a unique live conversation between Timbaland, Martin Garrix, and David Guetta on the evolution of their sound, with more than 250,000 people worldwide tuning in. Meanwhile, the ADE PRO conference delved into future prospects for artists, clubs and festivals, health issues with James Blake, activism and music with Neneh Cherry, and much more. All ADE PRO content is now available on-demand via the platform.
Other highlights offered in the free digital experience included the European premiere of the documentary Larry’s Garage, a collaboration with Nyege Nyege festival from Uganda, and a Livestream from elrow with Desperados which attracted hundreds of thousands of viewers. In addition, studio tours and master classes by a wide range of artists including Bloody Mary, Carista, Carl Cox, Âme’s Frank Wiedeman and Pan-Pot formed an in-depth program for the new generation of DJs, while viewers were given a unique glimpse into the future of digital performances with innovative audiovisual experiences.
Favourite moments from previous editions of ADE were shared on TikTok via the hashtag #ADEmoments throughout the week with the likes of Tiësto, Martin Garrix, Stella Bossi, Don Diablo, Armin van Buuren and Carly Wilford getting involved as well as the Rijksmuseum and other organizations. This reached more than 35 million people.
ADE co-directors, Jan-Willem van de Ven and Meindert Kennis, look back with great satisfaction on the first edition under their care: “We obviously had something different in mind when we started in December, but given the circumstances, we’re happy to hear people say we’ve raised the bar for the future of digital events. It’s great that we were able to fulfill our role as a world-leading platform for electronic music even in these strange times and we look forward to further developing the digital platform over the coming months to benefit our subscribers”
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