Every year, Richard Zijlma, and his crew turn Amsterdam into the most important dance event in the world, both for professionals and dance fanatics. Year after year ADE keeps renewing their concept to make sure they represent every aspect of the dance industry. We met Richard - director of the Amsterdam Dance Event - to talk about ADE, AMF and the relationship between both brands.
THIS YEAR’S EDITION OF THE AMSTERDAM DANCE EVENT OFFICIALLY KICKED OFF TODAY. HOW ARE YOU FEELING?
“I’m feeling great! We have a lot of work to do of course, but it’s more than worth it every year. I just cycled through the city and I’m slowly seeing the streets turn black and yellow, which makes me realise the time has finally come again. This is always a fantastic feeling. Every dance related company is represented here, everybody comes together to network and catch up, meet new people, and most importantly have a great time.”
THERE IS ALMOST TOO MUCH TO DO THIS WEEKEND, BUT WHAT ARE YOU LOOKING FORWARD TO THE MOST?
“Just meeting everybody again and bringing this all together. We have a year of preparation behind us, so this is the week we have all been working for. This year’s edition has some new additions again, of course, so we are very excited to see what the result will be.”
YOU’RE SAYING NEW ADDITIONS, WHAT NEW EVENTS CAN WE EXPECT THIS YEAR?
“We have three new exciting projects. One of them is ADE Hackaton, where hundreds of programmers work together for 24 hours in a row. In these 24 hours, they want to find solutions for subjects related to security, festival experience and logistics. We see more and more technology companies attending ADE, which inspired us to come up with this new event. Apart from that, we also have a special ADE city-campsite at the NDSM wharf. At that legendary venue guests will be welcomed to a heated campsite. There’s more than four hundred places to sleep and, of course, a proper line-up.”
AMF IS A PART OF ADE, AND FOR THE PAST FOUR YEARS BOTH BRANDS HAVE BEEN WORKING HARD TO MAKE THEIR NAMES KNOWN AROUND THE WORLD. HOW DO YOU SEE THE ROLE OF AMF DURING THE ADE WEEK?
“I can remember the first edition very well, four years ago. Needless to say, it was an exciting day both for ALDA and ID&T as well as for us. Neither of us really knew what to expect, how the crowd would react to such a massive event during the Amsterdam Dance Event. It was great to see how the people responded. I am still visiting AMF every year. I can only drop by for something like 30 minutes since I have a very busy schedule, but those 30 minutes are always great fun. It is obvious that ADE needs an event like this.”
WHEN YOU SAY ADE NEEDS AN EVENT LIKE AMF, WHAT EXACTLY DO YOU MEAN?
“Well, since dance music has evolved a lot over the past decades, it’s important to make sure we grow at the same pace, too. AMF offers a stage where the world’s biggest artists can come and play to their fans. Nowadays some DJs have become true stars. It’s very important to make sure we offer the events that these artists deserve. AMF is the perfect contender for this job – we need an organisation that is capable of delivering such a top-notch event. It’s also really nice that ALDA and ID&T still keeps offering new talent a chance to showcase their skills. So, yeah, I am very happy that AMF is a part of the Amsterdam Dance Event!”