Amsterdam Dance Event - The World's Biggest Club Festival

A record number of dance music fans descended on the city of Amsterdam for the twelfth edition of the Amsterdam Dance Event that broke all records. From 18th - 20th October Amsterdam became the 'Capital of Dance', attracting 72,000 clubbers to the 3 day night programme and 1,800 key industry professionals to the sold out conference.

There were also over 700 DJ's and acts performing at 34 of Amsterdam's finest venues and it was hard to know where to start and what to see first.

When arriving in Amsterdam from Schiphol airport on a big double-decker train, it was easy to slip into the relaxed rhythm of the city. A quick hop on the tram to our hotel for a for a quick freshen up and we were ready for action. The conference itself, is located in the historic Felix Meritis building, next to one of the many picturesque canals. Friendly staff were there to greet everyone as they registered and present the event guide, goodie bag and the all important wristband that gets you into all the clubs. Loose this at your peril as it's your gateway to seeing the best DJ's the electronic music scene has to offer. On exploring the 3 floors of the building, every room was buzzing with activity and it was hard to walk anywhere without bumping into someone you knew. "People in the industry see it more and more as essential to be here and the event has found its own dynamic and is growing every year." Enthused ADE General Manager Richard Zijlma.

Each day was equally worthwhile with opportunities for networking and learning in the panels. The Artist Debate was the highlight of Thursday with an allstar lineup of Arthur Baker, Barbara Tucker, Judge Jules, Mason, President Bongo (Gus Gus), Tom Novy & Tommie Sunshine. The panellists discussed all aspects of being an artist and took questions from an eager audience. One of the main themes that came out of the debate was that being a DJ is not enough anymore, with Judge Jules commenting "In a crowded market place you have to everything to stand out".

Friday was a day for learning about doing business in different territories including America, Eastern Europe and Ibiza. The main attraction however, was the arrival of Chuck D (Public Enemy), who joined the panel hosted by Dance4Life with Paul Van Dyk and Ferry Corsten and a keynote speech from Steve Schnur (EA Games).
"I found the entire event - and our panel in particular, to be a provocative exploration of the genre's future throughout the world." said Steve. "ADE has quickly become a significant international conference, and I absolutely look forward to next year's event."

Saturday was a bit thin on the ground to start with, after two nights of partying was beginning to take its toll. But things soon picked up with an impressive line up of Q & A panels featuring Chuck D (Public Enemy) and Kevin Saunderson with Dave Clarke's infamous Demolition XII rounding things off.

The festival programme was equally impressive, if not a little daunting as there was so much to choose from. On Thursday we started the night at Mansion where Judge Jules was playing. We'd also heard the food was good and they were so right as we had double helpings of the hot chocolate pudding for dessert! As we hit the dancefloor Jules really got the party started, then it was off to Cineac for the Toolroom Knights party, with our final destination being the Tom Novy party at the Escape. "ADE was great!" Enthused Tom Novy. "We had to close the doors at 1.15 because we were totally sold out! Thank You ADE and Thank You Amsterdam!"

On Friday we were invited to the all new ADE Bowling championships, where 100 lucky delegates competed for the title of best bowler. It was a really great way to meet new people and there's nothing like a bit of healthy competition to liven things up. Meanwhile at Cineac, Beatport and Prohibition were launching their new project Promo One, which will be a one stop shop for online promotion and distribution, where labels and can promote and sell their tracks all in one place. Next stop was Arthur Bakers party at Club 11, which had amazing views over the city. Then to Panama for the Cr2 Party with Dirty South and SOS, before squeezing into the packed out Melkweg for local favourites, Armin van Buurin, Fedde le Grande, Erick E and Rene Armesz. Phew! And if that wasn't enough we finished off with a quick drink in Cineac for David Guetta's F*ck me I'm Famous party, as it was just round the corner from the hotel.

By Saturday the tiredness was beginning to set in, but there were still so many parties to look forward too. First stop was BG, for the Stealth Records party. Stealth is one of the most successful record labels in Holland and they were showcasing new DJ talent such as Agent Greg from Greece and Muzzaik from Hungary. Meanwhile at Cineac, Steve Angello & Sebastian Ingrosso were whipping the crowd up into a frenzy at the Swedish House Maffia party. But with an early flight on Sunday it was time to leave and get a few hours sleep, although many stayed and went straight from the club to the airport in true rockn'n'roll style.

Sitting at the airport at 9am there was time to contemplate the 3 days and nights of the Amsterdam Dance Event, whilst trying to keep our eyes open. ADE is an event for both music industry professionals and electronic music fans. It offers the opportunity to meet international business partners in a friendly environment and enjoy some of the best DJ's performing at Amsterdam's best venues.

ADE's Richard Zijlma sums things up "Looking back at this edition of ADE I can proudly say that we witnessed the best edition so far. Each year we strive to offer the best possible quality and service to our visitors, whom are all upgrading the value of ADE each and every year! We can only be grateful with all the support ADE is receiving from the industry"

Amsterdam Dance Event - The World's Biggest Club Festival

November 15, 2007 at 5:55 PM CET

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