(Amsterdam, NL) - In less than a week, Amsterdam will be transformed into a mecca for all things dance music related. From the wildest parties featuring the world's most esteemed jocks and artists to countless network sessions, showcases and demo's, it's all there for you to experience at this year's Amsterdam Dance Event. And it's far from being a strictly Dutch affair. This year's edition will see over 2,000 industry professionals from 36 countries, more than 600 artists from all over the globe an a total clubbing audience of no less than 80,000!

Many questions arise when looking at the ADE as a place where the global industry connects. What's the added value of the event? Why is it there? What exactly happens during those social get-togethers and what's the current position of the ADE in the contemporary music industry? Answers to these questions, and more, in this brief report.

Amsterdam... the one right place.
Ah, Amsterdam... many praise the city for its progressive and open-minded character, making it the perfect location for a weekend to do everything God has forbidden. It's many clubs, venues, bars, coffee shops, and historical background annually attracts ten thousands tourists, pop stars, DJ's and celebs, by which Amsterdam has grown out to become one of the most popular places to visit in Europe (and a large part of the world). This, next to Holland being a major key player in the dance scene from the very beginning boasting many of todays superstar DJ's, makes Amsterdam the one and only place for an event such as the ADE.

What's ADE's added value in todays dance music industry?
Ever since it first came to existence in roughly, 1988, dance music has developed itself from being an underground movement to a highly profitable, commercial and diverse market. From obscure techno in dark basements to poppy dance tunes in the commercial charts, the scene nowadays encompasses a wide array of activities. Constant development in various aspects have turned dance into an economy on its own, grossing over half a billion (!) Euro each year (according to KPMG's 2003 report on the monetary value of dance). With dance still being subject to growth and change, events such as the ADE provide the opportunity for professionals to get in touch with each other, strike deals, interact and listen to other people's vision on the future of dance music.

Conferences, meetings, showcases... more info please!
The ADE's true merit shines in its extensive and diverse programme. Both passionate music lovers as professionals simply can not afford to miss out on the many conferences to be hold. Expect highly interesting showcases such as:
* the BVD (A Dutch foundation aimed to provide facts and figures on all aspects of dance) and its showcase on their recently conducted report on the economic value of dance in 2008.
* dance music and climate change (by Tommie Sunshine, and Sustainable Dance Club's Michel Smit)
* Investment in Sound by Billy Nasty and Adam K among others
* Dance4Life and the combination of dance music and charity goals.
* The combination of brands and music (product endorsing)
* ... and special 'the world according to...' speeches, DJ debates, lounges, 20 Years Of House Music, and much, much more.

In-between: meetings!
The ADE is the perfect opportunity to get in touch with (fellow) industry professionals, DJ/producers and labels. Whereas most business is done over email or phone during the rest of the year, the ADE offers you the chance to meet and extend your network as well as to strike deals and co-operations on the spot. This makes the ADE an important factor in doing business in this extremely hectic market, while at the same time sharing a mutual passion for the magic that is dance music.