“The world already follows the Dutch intensively when it comes to dance music and the ADE just puts a magnifier over it.”
Interview by Dan Prince
How important is ADE on the dance music calendar for Protocol Recordings?
Most important music conference of the year!
Do you look at ADE as the biggest platform of the year to release new products?
No, Protocol’s release strategy is determined individually per release. This could potentially be around ADE, but also around Miami Music Week/Ultra Miami, IMS Ibiza or any other big conference/festival. We do however release a dedicated Protocol compilation for both the ADE and Miami Music Week each year showcasing previews on upcoming singles, exclusive remixes and edits and new tunes from talented young producers . This years ADE compilation is mixed by Protocol family members and Dutch shooting starts Volt & State (spotify:album:7svDLqMunUi9DSD6XWG3sq).
What do you cite as the biggest changes/improvements/developments ADE has seen since it’s launch in 1996?
The immense expansion of the conference now in multiple locations around town and more then ever aiming to service b2b information through forums, panel’s, work shops and open debates, as well as for aspiring DJ’s, producers, artist managers, publishers, radio etc. On a consumer level simply the best week that Amsterdam nightlife has to offer year round.
Everybody plays nice to each other during ADE week…but how fierce is it behind the scenes on the build up with booking venues, DJs and getting the best promotion in the city?
FIERCE!
What was your highlight of ADE 2015?
Achieving the set goals for the Protocol artists and singles and the Protocol bash on Wednesday the 14th of October in Melkweg of course, broadcasted live over satellite radio by Sirius XM and via embedded YouTube stream.
And some of your memories/highlights from years gone by?
Spontaneous encounters with old friends and musical heroes in the business.
With online marketing and streaming becoming the No1 source for new customers how important is your image projection across the globe from ADE?
Well important! The world already follows the Dutch intensively when it comes to dance music and the ADE just puts a magnifier over it. Also fans of the label/artists are hoping to hear tracks being premiered around ADE. We are well aware of that.
As ADE gets bigger every year do you worry about getting your product heard in such an increasing market?
No, as content is king. You just need to stay on top of your game.
There is always a debate when DJ’s use gimmicks in their show to make them stand out, is it the same in business marketing at ADE…do you try to do something to wow the press or do you simply let the music prove the point?
The Protocol showcase always delivers a wow factor to our fans. The Protocol artists are also engaged during the ADE week with interviews, radio, endorsements, workshops, etc. As aforementioned, content is king, so we have a firm believe in the music we put out. The more silly the gimmicks, the less valuable and interesting the content usually.
When does the planning for next year’s event begin?
Even before this year’s was on.
What sets ADE apart from other conferences/events such as Miami, IMS and BPM?
From a label showcase perspective not as much, however from a b2b perspective ADE stands out in getting actual business and licenses done, with IMS as a good second.
