The Amsterdam Dance Event (ADE), the world's largest festival and conference for the electronic music industry, is poised to conquer the Indian market. From 7 to 10 April 2016, ADE is organising its first Global Session in the Indian dance capital Mumbai. A festival as an export product. "India is the gateway to Asia."
"India is a large, explosively growing market for electronic music," explains Richard Zijlma, director of the Amsterdam Dance Event, of the jump to Mumbai. "Indians are crazy about electronic music. Just look at world-famous Dutch DJs like Armin van Buuren, Hardwell and Tiësto. They all tour India regularly. There, they do not perform in small halls, but in stadiums and at big dance festivals. Or take Afrojack. Last week he played in Chennai and this Saturday in Hyderabad.
India has traditionally had a large and lucrative entertainment industry, says Zijlma. "And electronic music is currently dominant in it," he grins. "The surrounding industry is also growing: tourism, producers, event organisers." There are plenty of opportunities for Dutch players, Zijlma thinks. "After all, the Netherlands plays a major role in the electronic music world. A good Indian partner is very important, though. Through our collaboration with Percept, we have a lot of expertise in India and we also reach the right scene."
ADE Director Richard Zijlma (Photo: Merlijn Hoek)
According to Zijlma, India is a place where there is room for innovation. "Our Indian partner Percept, initiator of the Sunburn Festival, organised The World's Biggest Guest List at the end of last year, for example. A benefit where Dutch DJ Hardwell played for free and visitors could donate money for the benefit of children from the slums. The event was also a world record attempt."
It's not just foreign DJs who will be punching the clock during ADE in Mumbai next month. "Absolutely not. We are bringing together the most exciting players in tech, media and entertainment in India and creating connections between key international players and the scene locally. Arjun Vagale from one of the leading DJ crews in India will be giving the opening keynote address. We will also be presenting, for example, Sandunes, the latest project from Indian DJ and producer Sanaya Ardeshir. I am also looking forward to the tribute to legendary Bollywood producer Charanjit Singh, who passed away in 2015. Singh was internationally ahead in using the latest technological equipment in his music. I expect an event with its own colour and character. It will be a nice mix."
Are you active in the cultural sector and do you want to export to India? We are happy to think along with you!