Biggest Dutch dance organiser to open Hong Kong office
ALDA EVENTS TAKES DANCE TO ASIA
ALDA Events has opened an office in Asia. The Dutch company, which organises the world tours of Armin van Buuren and Hardwell, among others, is responding to the fast-growing popularity of dance music in the region.
ALDA Events is a big name in the dance industry. The company devises, produces and promotes dance events, and over the last18 months ALDA Events organised no fewer than 160 shows in 33 different countries, attracting a total of 2 million visitors. Well-known concepts are Armin Only, a State of Trance, I Am Hardwell, A Day at the Park and the Amsterdam Music Festival. The company expects to experience spectacular growth in the dance market in the coming years, particularly in Asia. This has prompted them to open their own branch in Hong Kong – a central location for further developing the Dutch company’s ambitious growth plans in the region.
Asian fans of dance music
According to a recent report from the Dutch ING bank, the dance industry accounts for a turnover of over 6 billion euros globally. The biggest part of that income (67 per cent) comes from festivals and clubs. “That growth will be sustained across the whole line in the coming years, and we will grow with it”, says Allan Hardenberg, CEO of ALDA Events. “But the market with the greatest potential is Asia. The events we have organised there so far have always sold out quickly. We expect at least a majority of our company’s turnover to come from Asia in the future.”
Partner for brands
ALDA Events wants to get to know the local markets better and so has consciously opted for its own office in the region. “This will enable us to get to know the target groups better and to further develop our contacts”, says Dennis de Bruin. As the new CEO Asia, he will be responsible for the successful expansion of the dance organiser in the region. ALDA Events will thus also be an interesting partner for brands that want to come into contact with Asian youths. “We know a lot about the visitors to our events. For example, spending patterns, brand preferences and specific taste in music. This makes us a professional and interesting partner for other companies”, says Hardenberg.
ALDA Events is the global top favourite
ALDA Events was set up in 2007 and in the years that followed grew into the biggest dance organisation in the Netherlands, the country that had already been the trendsetter in the global dance industry for years. Famous DJs such as Hardwell, Armin van Buuren, Afrojack and Nicky Romero are from the Netherlands and have been at the top of their game for many years. “Armin van Buuren has been voted the best DJ in the world five times and Hardwell was awarded that prize for two years. These top DJs always choose ALDA Events to organise their world tours”, says Hardenberg. “Our main aim is to devise and produce dance events that let the DJs stand out larger than life, giving the visitors an unforgettable experience.”
The Flying Dutch
Last summer, in cooperation with John Ewbank, the company organised The Flying Dutch, a dance event staged at three different locations simultaneously. Well-known DJs were flown from one venue to the other by helicopter. “It drew no less than 100,000 visitors. We are now thinking of rolling out this concept in Asia.” ALDA Events will in any case soon be organising its first big event on Chinese soil – I Am Hardwell on Saturday 19 December in Cotai Arena, Macau.