The First Post-Pandemic Edition of ADE, The World’s Largest Electronic Industry Conference, Launches This Week in Amsterdam: ‘Everybody’s Coming Back’

Much of the electronic music industry is currently in or en route to Amsterdam, with the city’s longstanding ADE conference launching tomorrow (October 18.)

Happening in the Dutch capital since 1996, the five-day Amsterdam Dance Event is the world’s largest dance music industry conference, and the one that many in the scene call not only the most fun, but the one where the most business gets done.

2022 marks ADE’s first full-fledged iteration since 2019, with the pandemic forcing ADE fully online in 2020 and only partially live in 2021. This year, say ADE organizers Meindert Kennis and Jan-Willem, the event is not just back, but also bigger than ever, with 10,000 industry professionals expected for the expansive conference and 600,000 fans in town to take in the hundreds of consumer facing shows and arts and culture programming happening through this Saturday, October 22.

In an effort to make the conference more useful for more people, for the first time this year it’s divided into Pro and Lab conferences, with Pro programming catered towards established industry members and Lab focused on those just getting their foot in the (club) door.

“Lab is a conference for people making the first steps in the industry, to help them educate themselves and to help them with the first steps to become a pro within a few years,” says Kennis. “Having this healthy ecosystem is one of the main ideas we wanted to implement before the pandemic that survived during our off years.”

Meanwhile, the dizzying number of music events happening in venues throughout the city are hosted by global brands including AMF, Secret Project, DGTL, Spinnin, We Still Believe, Defected and many (many) more, all working under the ADE umbrella. (Local officials do not permit any event to happen during the week unless it has ADE approval.) Altogether, the new music, business initiatives, party brands and other campaigns launching this week will help set the sound for the year to come in electronic music.

“There’s going to be something people talk about afterwards like, ‘I know the first moment I heard that and that broke through was at at ADE,’” says Kennis.

Here, Kennis and Willem discuss getting the massive event back in action this week.

Beyond the changes to how you’ve structured the conference, what are the biggest things happening at ADE this year?

Kennis: I think the biggest thing is that we’re back, and we’re back in full effect. The good thing is not just that we’re hearing everyone is coming back, but we see it in the ticket sales. That’s very exciting, especially after a few years of relative silence — that the industry is back and that they’re coming [to Amsterdam] in full effect. We’re thrilled about that.

Willem: All the small and big industry partners are coming back too. That’s a really comfortable feeling, knowing the momentum is still there.

As you’ve been organizing this thing, have you found that some issues are more crucial this year?

Willem: We decided to focus on three main themes, and all the topics we are discussing are under these themes. It’s the business side of electronic music, meaning the whole value chain of electronic music. That’s still the most important part of the Pro conference. The other one is the future, all innovations and AI and metaverse related topics. The third is the world surrounding music, meaning all topics around sustainability, mental health and social impact. So basically, every panel and program within our conference is related to one of these three themes.

There are so few electronic industry conferences right now, and yours is such a big event. Does anything compare to ADE in terms of size and influence?

Willem: We are a foundation to improve electronic music in the Netherlands. We started ADE as a part of BUMA/STEMRA, the copyright organization in Holland. The reason why I’m stating this is: You don’t make a lot of money organizing these kinds of events with so many stakeholders and so many things to take care of. We don’t have this huge gate around our festival — everybody can be part of it. Which also means there’s a lot of a lot of work to align with everybody, to make sure everything is being organized correctly. Revenue goes directly to the producers of every event. So we don’t make any money out of that. I think that’s a reason why there’s not a lot of competition.

Kennis: Also, it has grown to be this way over 26 years. And as a nonprofit, we allow everyone to let ADE be what they want it to be, within quite a broad bandwidth. I think that makes it really special.

Are you finding that, industry wise, people from parts of the world are coming that didn’t before? I’m thinking of places like the MENA region. Are you seeing different areas show up that didn’t as much in years prior?

Kennis: That’s a good question. I believe that, for instance, countries like China aren’t able to come this year. They are technically, but apparently it’s a hassle. So it’s more that we’re expecting different parts of the world to not be able to come this year, given COVID scares or just a lot of paperwork being required. But we have to look into that afterwards to see the differences, because it’s really interesting.

Are there any COVID protocols still in place in the city or country?

Willem: No… I’ve been asking for quite a few months at local and national government levels, and they’re all like, “We don’t have anything, so don’t worry.” I was like, “I am worried, because we’ve got about 600,000 people coming in, and I don’t want to cancel.” But we’re now just before [the event] and there’s still no measures in place, so I think we’re going to be okay.

I remember that last year, you had to make some changes when new protocols were put in place at the last minute. 350 club shows went from being at night to happening during the daytime.

Willem: Last year, a month before ADE started, all events were shut down. The only way to really make them work is that they had to close at midnight.

Kennis: It was actually amazing.

Willem: We came out of a lockdown, then we had ADE, and then there was another lockdown. So everybody was just going mental [during ADE.] All the artists and venues swapped the entire schedule so everything happened during the day. That gave a feeling of togetherness, where everybody just worked together to make it happen, and that gave it a really special energy.

These five days were literally the only moment in Holland where people could go out and be together, touch each other in a club and express themselves, and we had so many good moments. We started on Saturday morning, we drove to a party. We came in at 11:00 in the morning, and had a croissant and some juice. All these fans and all these kids were pumped up and dancing, hugging each other. We were like, “F–k yeah, this is cool for 11:00 in the morning.”

I know you work closely with the city of Amsterdam to make this thing happen. Besides the absence oof protocols, have any shifts occurred at the government level following the pandemic?

Kennis: It’s good to notice that before COVID happened, part of the struggle was that nightlife and night culture wasn’t seen as culture by government stakeholders.

But now, since COVID, they realize, “Okay, this is more than just partying at night. It’s part of your expression, it’s part of your individual development, and it’s a really important part of your life, especially when you’re young and finding your identity.” Hopefully that will help us get more funding in the future to invest more in the development and educational programs.

That’s not a small thing, to actually affect the mindset around this often misunderstood culture on a government level.

Kennis: Unfortunately it took it took a pandemic to to make people realize it, but we do see change for the better.

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