It is ADE time – for me the best week of the year.
If you know me, you will know ADE (Amsterdam Dance Event) is my favourite time of the year. Leather jackets, beanie hats and canals are my kinda vibe.
I was walking through Manchester last week with two friends when I had an idea. What kind of content can artists and brands create at Amsterdam Dance Event – online and offline to make an impact?
So for this weeks Blueprint, I am going to breakdown how Charlotte de Witte and her label KNTXT are going to take over Amsterdam at ADE.
But before I do, I get it. Charlotte de Witte has millions of fans, sold out shows at Awakenings and is a star. This level of content might feel a million miles away from where you are – there are some key lessons here (even for me).
What I want you to take out of this newsletter is how brands like KNTXT change their brand colours (super simple stuff) and use key dates of the year to monetise their revenue streams. At the end of the newsletter, I will leave you with some ideas to take forward, listing how you can work towards this in the future.
The blueprint to success is right in front of you, you just have to look in the right places.
KNTXT changed their brand colours to match ADE’s.
ADE’s brand colours are black and yellow.
Last Thursday, KNTXT changed all of their Instagram branding too black and yellow.
Here’s a list of what they did in 48 hours:
• Changed the brand colours of their profile picture
• Changed the colours of all of their IG Story highlight icons to black and yellow.
• Posted three posts within 24 hours announcing their ADE pop up with a collaboration with @fillingpieces promising new, old and vintage merchandise.
• Pinned these three posts to the top of their Instagram.
• Changed the location of their bio to pop-up store location.
• Announced an ADE conference talk with their label team.
• Announced a cocktail gathering for fans and industry members.
• Released a Charlotte de Witte EP called ‘Apollo’ that is now #1 on Beatport in three days.
KNTXT x ADE – City Takeover.
The Pop-Up Store:
KNTXT has announced a pop-up store that will open between 19-23rd October. Fans, industry members and Amsterdam locals are free to visit, hang out and spend money.
Fan activation points like this are becoming more and more popular during ADE. Pioneer has done this for years, creating a hub for like-minded people. The store is a meeting point in the city for four days – where KNTXT’s team can connect with their audience on a more personal level.
Charlotte de Witte – Apollo EP:
Fans heading to KNTXT x Awakenings show will no doubt be waiting for these tracks in her set. The label can also use this content to promote the show in the build-up and then reveal the IDs two weeks before the event. The campaign can build more momentum during ADE. What better brand to have sharing content for you than Awakenings?
The label can share raw clips from the event and use the tracks from the EP in the after-movie. And then there are fan videos and all of the music platforms like 1001 Tracklists and Nu Techno, who will be looking to share content from ADE to engage their audiences. ‘Apollo’ is already #1 on Beatport after three days… ‘Apollo’ is already #1 on Beatport after three days…
KNTXT is big on merch. Now they are starting to create special merch for Charlotte’s releases. The pop-up shop makes complete sense. Fans can expect vintage merch as well as new merch. There will also be vinyl and the chance to purchase previous KNTXT releases on wax. The key to labels to scale in 2022 is multiple revenue streams. Relying on music sales in 2022 is now how you scale a business.
The Pinned Posts: Pinning posts is pretty new to Instagram. Pinning three to the top of your profile means you can prioritise the posts you want your audience to see at the top for a short period.
Once ADE is over, KNTXT will drop these posts into their feed and concentrate on what’s coming next.
KNTXT x ADE – How you can replicate this.
Like I said, this all might feel a million miles away but you can start by simply changing your branding.
If you go onto the Socially Sound Instagram account right now, I have changed my branding to black and yellow. Normally Socially Sound is blue and white but for one week only, I have changed my brand colours. I have also taken two of the KNTXT branded assets and added in my own photo of Charlotte de Witte to show you how I have created an article for my newsletter and my website breaking down their strategy.
This took me five minutes to do and I posted it seconds before pressing send.
KNTXT x ADE – Claim your key dates.
ADE takes place on the same week every single year. For the last 25 years, ADE has become the key date in Europe in October. Artists, booking agents and promoters bookmark it as a key week in the calendar as millions of people head to Amsterdam this week for the best parties and networking opportunities.
Build a key moment around your brands birthday:
fabric celebrates its birthday on the same weekend every year (this weekend). For over two decades, ravers in London have been celebrating the birthday of the city’s most iconic nightclub.
When I used to work for FUSE, my boss bookmarked the months September to November as key dates in the calendar. Here we would have an Ibiza closing party in September, an ADE event in Amsterdam, a Halloween party in London and the FUSE Birthday in November. He would call these three months of the year ‘FUSE season’.
KNTXT x Tomorrowland:
KNTXT’s key dates in the year fall in July as Charlotte de Witte is from Belgium. KNTXT hosts three stages across the three weekends at Tomorrowland. Charlotte also became the first female artist to close the festival on the main stage. This is a prime opportunity to release their biggest track of the summer around these weekends.
Create Collabs with people from your city:
One final example. Represent is the U.K’s biggest male clothing brand right now. The brand is owned by two brothers from Manchester – George and Michael Heaton. Earlier this year, Represent hosted a Manchester pop-up store in the city on the same weekend Liam Gallagher headlined the Etihad Stadium. Liam and Represent worked on a collab, creating a gold moment in the brands’ history.
Thanks for the support.
That’s it for another Socially Sound Blueprint.
I’ll see you next week for another case study on something I’ve found on the internet.
Andrew at Socially Sound 🧢