Global Beats, Local Connections: How SoundCloud x ADE United Music Lovers to Shape the Future of Electronic Music
Amsterdam Dance Event (ADE) is one of the world’s largest and most influential electronic music festivals and conferences. This year, SoundCloud partnered with ADE to present a dynamic program designed to connect creators striving to break into the next phase of their careers, furthering SoundCloud’s commitment to fueling the future of electronic music.
From in-depth panels to intimate networking sessions, the program created a space for emerging talent to learn, collaborate and innovate.
Insider Knowledge, a keynote conversation featuring SoundCloud CEO, Eliah Seton, Emmy Lovell, Head of Music at SoundCloud, and our October Ascending artist, Mau P, explored SoundCloud’s pivotal role in fostering growth and connectivity within the electronic music community. Mau P highlighted the openness of the SoundCloud platform, explaining,
“I feel like on SoundCloud, we have this different sort of vision where it’s a little bit more open than the other platforms that we release music on…”
“When people go on SoundCloud, I feel like they also know they step into that world, and the way they comment and interact is like a free conversation. People will say the craziest stuff — either good or bad — and all comments are welcome.”
Emmy Lovell emphasized how invaluable this feedback is for creators, noting, “That’s the brilliant thing about SoundCloud. It will tell you what you’re doing well,and not so well.”
Building on its mission to support emerging talent, SoundCloud hosted SoundCloud School, a hands-on program designed to help aspiring producers, artists and musicians maximize the platform’s potential. The sessions offered personalized guidance on how to get music heard and connect with audiences, equipping attendees with the tools they need to grow their careers. Passersby had the chance to add their tracks to the SoundCloud School playlist on ADE’s official SoundCloud profile via LED displays, instantly sharing their music with a larger audience.
Meanwhile, SoundCloud’s A&R team listened to these submissions in real-time, identifying rising talent and initiating fresh relationships with promising artists. As a keepsake, attendees were gifted exclusive merch, a special memento to remember the event and its spirit of connection.
Demo Drops provided another key opportunity for aspiring creators to grow. Here, SoundCloud A&R Matt Smith provided live feedback on artist demos. These sessions were packed with actionable advice, offering participants the practical steps needed to refine their craft and navigate the music industry more effectively.
Meet the A&Rs created space for personalized one-on-one sessions with Chris Johnson, Head of A&R at SoundCloud. In these intimate meetings, attendees received tailored guidance on advancing their careers, building meaningful industry connections, and unlocking opportunities for growth and collaboration.
In Session with Camden Cox and Andy Sheldrake gave the audience a rare behind-the-scenes look at the track-making process. Grammy-nominated vocalist, songwriter and DJ Camden Cox and producer Andy Sheldrake walked everyone through the steps of songwriting, production and collaboration, showcasing the transition from bedroom production to professional studio work — a live demonstration of creativity in action.
The program also embraced ADE’s vibrant nightlife with SoundCloud Presents: CruCast x High Tea ADE. This drum and bass club night brought together the renowned CruCast crew and local label/event series High Tea for an unforgettable night. Sponsored by SoundCloud, the event showcased a lineup of cutting-edge talent, keeping the dancefloor alive well into the early hours of the morning.
Above all, the SoundCloud x ADE partnership was more than a series of panels and performances, it was a celebration of the universal love of music. Attendees traveled from across the globe – London, Spain, Portugal, New York, Brazil and beyond, coming together as a community united by their passion for electronic music and their shared drive to push the genre forward.
Throughout the program, one message was clear: SoundCloud is a unique space where discovery thrives. Artists and producers alike emphasized how simple it is to connect with fellow creators, share ideas and effortlessly upload music and it’s this accessibility and openness that makes SoundCloud so special. At its core, the platform is all about freedom and connection, bringing people together, from all corners of the world, to celebrate music and shape its future.
Stay tapped into the latest SoundCloud x ADE details for next year here or listen to the ADE Essentials 2024 playlist to dive into the artists playing a part in the future of electronic music here.
LISTEN TO THE SOUNDCLOUD X ADE PLAYLIST ON SOUNDCLOUD NOW
LISTEN TO THE ADE ESSENTIALS 2024 PLAYLIST ON SOUNDCLOUD NOW
CREDITS: Content: Sata Studios, Design: No Void Studios
