Out of necessity, the two new directors of the Amsterdam dance event returned to their drawing boards last year. The digital-first approach chosen by Jan-Willem van de Ven and Meindert Kennis gave them new ambitions. “We are one leadership Online platform for the industry. “
Last fall, hopeful words came from the center of Amsterdam. Silence is a new beginningIt can be read on the yellow and black banners of ADE. A few months later-even though the club has little prospects-don’t expect any misleading “pandemic has also brought encouraging development for our department”. The scratches are too deep. Van de Ven and Kennis are still ambitious. “We were hit by a roller coaster.”
When the two companies form a duo board at the end of 2019, it will initially be temporary. They only know it on the surface. Van de Ven then worked as a project manager at ADE for ten years. Kennis exchanged the position of head of marketing at the record company Spinnin’Records (part of Warner Music Group). In just three months, they formulated a strategy and they decided to determine the final cooperative relationship with the Supervisory Board of the Foundation Foundation. “We are the football foremen,” Kennis explained the choice of choosing the duo function. “It’s great to be able to divide tasks.”
A once-in-a-lifetime move, she will become clear. In less than a month, two people can return to the drawing board. The pandemic requires a re-examination of festivals throughout the city. This time, no one hundred and fifty organizations have attracted more than 400,000 music lovers with ADE’s brand and wings, which lasted for five days.The choice depends on one Digital first method Use physical elements where possible. In the week before the peak hour in October, 80 adaptive events are also planned. Their first and ADE 25th Anniversary Edition eventually included a large number of live broadcasts.
Van de Ven said that flow is a supplement, certainly not a substitute. The strict preparation of the form and own vision ensured that more than one million dance lovers participated in it. Looking back, he described it as a throttle in quicksand. What effect does such a thing do for you? Kenneth said: “It feels unstable and makes you insecure.” But, as many CEOs have noticed, sharing this has also proven to be fruitful. A good side effect is that they can reflect a lot of each other. “If you make a decision this way, it feels more effective when you challenge each other. As a result, people have greater confidence in their choices than usual. “Equally important, Van de Ven laughed: “Ventilation can prevent me from falling asleep.” “
They think they must involve the entire team and quickly hire professional knowledge to help them. Lack of guidance always attracts the team. Financial losses also add to the pressure. Kenneth explained: “The important thing is to realize that you are actually asking someone.” The only way to eliminate uncertainty is to constantly talk to each other on a human level and make everyone a smaller local solution. The plan and part of the process to be determined. “This creates ownership and it feels like a common goal. From that moment, I noticed that we were moving forward again.”
Like any organizer, Van de Ven and Kennis are confused about what a digital event might be. They believe that they should not look at what is lost in the translation from physical to online, but should model ADE in a way that makes the festival unique. To describe the premise, they borrowed from their own experience. Van de Ven began: “This is the overwhelming feeling of a city, it is clearly dominated by electronic music.” Knowledge: “You keep realizing that you miss the other nine people for every party. It’s as if you are standing there. In the cafe, I suddenly saw another party starting next to him.”
They deliberately created some confusion with the UX of the holiday website. The timetable seems a bit concealed, but invested in the design of adding patchwork quilts. Random Present content. In addition to DJ live broadcasts and some major performances, ADE also provides short documents, master classes and seminars. Kenneth said: “Think of it as a conscious attempt.” Some criticisms of this deal are increasing. “Online, you have to inspire unexpected discoveries in a fun way.” Both of them remembered documentaries about African festivals. “If such a movie could have been blown away by a large number of people pulling it away, it would prove to be a success.”
Van de Ven and Kennis may see the greatest room for improvement in their business propositions. In addition to holding club celebrations, at least ten meetings are organized under the protection of ADE each year, bringing almost the entire global industry together. Make deals, organize panels and discover talent. The five-day event has made a significant contribution to the export of music: the share of electronic music has far exceeded 75%. In many conversations conducted internally, they found that ADE can play a greater role in the work of professionals.
Making meetings sexy is not so easy. However, they did find a gap between LinkedIn, which can find the entire business world, and the WhatsApp group in internal circles. Van de Ven: “The use of SaaS tools is obvious, so we can quickly organize some online panels. But is this sustainable and is ADE?”
With the help of a private B2B platform, ADE launched Inner circle industry. As part of the business ticket, it provides professionals with network functions, their own personal data, various expert meetings and group discussions. Under the leadership of ADE LAB, two-person managers have also invested heavily in education. They can also protect their future audiences by stimulating inspiration and spreading knowledge with master classes of well-known producers and artists.
Just like October, they want to share knowledge online, business Convenience.But this ambition requires more than one Social feed The two argued that there was only one electronic bulletin board. Without a plan, they clearly studied how to help voters make transactions. The roadmap contains a market-like environment with specific tools, such as exchanging music presentations with each other. “We hope to have value throughout the year from now on. Then, in October, we will aggregate the digital work into a physical gathering.”
There is no doubt that during festivals and conferences, communication between people will succeed or fail. For ADE, whether it is possible to simulate the encounter with each other digitally is still far away. Van der Wen: “The question is whether anyone can solve this problem. The disconnection still exists, and we decided not to pay attention to it for the time being.”
They said that they have carefully studied the method of putting ADE in the virtual world. A supplier is licensed to use the content of ADE as a test. But in the end, it brought more obstacles than increased accessibility. They can imagine that this is the path taken by many organizers. The mixed reality world is perhaps the closest approach to human connection. This also provides a solution for international networking. “But only in the meta-universe where everyone is virtually gathered together can I see the opportunity for us to intervene.”
Although Kennis used various innovative methods to expand the scale of his artists especially on Spinnin’Records, both are now holding a wait-and-see attitude. While the distribution model is changing rapidly, they mainly choose brand protection. “If you do something like ADE, it must be very good.” They do hope to jump on the podcast train soon, but maintain sufficient continuity. “Consistent content is our brand bearer.”