What? Amsterdam Dance Event – conference ADE Beats
Where? Melkweg, Amsterdam
When? Friday 21st of October 2016
Who was there? Rianne
The Dance Industry is big business and has become one of the most popular Dutch export products, next to our flowers and dairy products. Public appearances of our Dutch King with Armin van Buuren and Sunnary James & Ryan Marciano have further increased this popularity. Further prove of the business value of the Dance Industry is the recent foundation of the accredited Dance Institute ‘School of House’ in Amsterdam and this publication of the ING Bank arguing the importance of the Dance industry for the Dutch Economy.
‘Hip hop and dance can learn so much from each other’
The Amsterdam Dance event as such has become an important business and inspiration platform, attracting aspiring artists, businesses and music lovers. Although I might play a dance playlist every once in a while, my main motivation to attend the ADE event, was the ADE Beats conference. As a so-called ‘hip hop head’, I was excited to see the likes of Kurtis Blow (US hip hop pioneer), DJ Jazzy Jeff (US producer/ DJ) and other prominent national and international hip hop artists all in one day. You can read my Twitter report here. What I also liked is that the conference focused on the business point of view with a session like ‘What hip hop and dance industries can learn from each other’.
Up and Coming Industry?
What I took from this day is that hip-hop, like Dance, is an up and coming industry, with a large business potential. The attending Spotify NL representative claimed that the hip-hop genre has increased in popularity with almost 350% in the last 3 years. In addition, Spotify claims that hip-hop is the most listened to genre in the world. However, it was also clear that hip-hop still seems to have a long way to go in the Netherlands before marketeers will perceive it as lucrative as Dance. From a marketing point of view, companies are slowly starting to pick up on integrating hip-hop culture in their advertising. I think that companies in general still underestimate the marketing potential of hip-hop culture. Nevertheless, I am happy to see that events like ADE beats increase the awareness of its business value, while providing tools to aspiring artists to become more business savvy.
Managing director of Moxi.Biz
Moxi.Biz believes that integrating diversity in doing business is a ‘must have’ rather than a ‘nice to have’. Our mission is to raise awareness of the benefits of diversity marketing and help companies reach a more diverse clientele successfully. We do this by sharing relevant news, giving motivational talks and organizing inspirational sessions.