A practical playbook for independent artists and labels heading to Amsterdam Dance Event
Every October, thousands of artists and labels go to Amsterdam hoping to meet the right people. Most come home with a phone full of contacts, a stack of business cards and no clear next step. The people who get real results from ADE treat it as a five day business trip with a plan, not a week of hoping someone hears their track.
This guide breaks the week into three parts: what to do before you arrive, how to handle meetings and demo pitches in the room, and how to follow up so conversations turn into releases, signings and partnerships.
Why a plan matters at ADE 2026
ADE 2026 runs from 21 to 25 October, with more than 11,000 music professionals in the city and over 150 keynotes, masterclasses and sessions on the conference programme. Alongside that sit more than 1,200 club and festival events across 300 venues. That volume works both ways. The people you want to meet are all in one place, but so is everyone else trying to reach them.
If you are still deciding whether the trip is worth it, our overview of why ADE matters for producers and DJs covers the case for going. This article assumes you are going and want to make it count.
Before ADE: decide what a good week looks like
Pick two or three specific outcomes. For an artist, that might be getting a demo in front of three target labels and meeting one booking agent. For a label, it might be meeting two potential distribution partners and scouting new artists. Clear goals make it easier to say no to meetings that will not move you forward.
Before ADE: book meetings through ADE Pro
The ADE Pro Pass costs €725 plus a booking fee and includes year round access to the delegate database and matchmaking, both online and in person. Complete your profile properly, search for the labels, agents and A&Rs on your list, and send short meeting requests now. Most schedules fill up before the week starts.
Pro Pass holders can also join the “Meet the…” sessions, which have expanded to ten formats in 2026, including labels and A&Rs, agents, managers, publishers, and DSPs and distributors. The Meet the Labels and A&Rs session takes place on Wednesday 21 October at 12:00 at Rosewood Amsterdam, with introductions followed by one to one conversations.
Before ADE: your options without a pass
Plenty of useful conversations happen outside the conference. ADE Lab Discovery is free and runs from Wednesday to Friday, and many label showcases, in-store sessions and networking drinks are open to the public. Look at the programme for events hosted by the labels you want to work with, and message contacts directly on LinkedIn or email before you travel.
Before ADE: get your pitch kit ready
Before you land, have these ready on your phone:
Private streaming links to your best three to five tracks, not downloads or attachments. A one page profile covering who you are, your sound, recent releases and key numbers. A short intro you can say in under 30 seconds. A QR code or digital card that links straight to your contact details and music.
If you are a label, make sure your catalogue is clean before anyone looks at it. Missing credits, wrong codes or messy release data make partners nervous. Our guide to music metadata and why getting it wrong costs you money is a good place to start.
During ADE: keep meetings short and focused
Expect meetings to be short and often held in busy hotel lobbies or bars. Open with who you are and what you want from the conversation. Ask questions about what the other person is looking for right now. A label that is signing melodic house this quarter will not care about your drum and bass EP, however good it is.
During ADE: pitch one track, not your whole folder
Pick the strongest track that fits what that person releases, and have headphones ready in case the room is loud. Never ask someone to listen to a full set on the spot. If they like what they hear, send the rest after the meeting.
During ADE: take notes and leave room for chance meetings
After each conversation, spend two minutes writing down the person’s name, company, what you discussed, what they asked for and when you promised to follow up. By Friday, every meeting will blur together if you have not done this.
Do not book every hour. Some of the most useful connections at ADE happen at showcases, afterparties and in coffee queues. Leave gaps in your schedule so you can say yes when an opportunity comes up.
After ADE: follow up while you are still remembered
Aim to follow up with every useful contact within a week of getting home. Keep each message short. Remind them where you met, reference something specific from the conversation and include exactly what they asked for, whether that is a private link, a release plan or a proposal.
Inboxes are full after ADE. If you do not hear back after two weeks, send one polite nudge. If there is still no reply, move on and keep them on your list for next year.
After ADE: be ready to deliver
The worst outcome of a good ADE meeting is saying yes to an opportunity you cannot execute. If a label wants to release your track, or a partner wants to see your next campaign, you need clean masters, correct metadata and a release plan ready to go. Get your distribution setup sorted before you travel so that the deals you start in Amsterdam can actually happen.
Make your ADE meetings count
If you want support turning ADE conversations into releases, MN2S Label Services offers distribution with a real team behind it, from release planning to delivery across all major stores and streaming platforms. Get in touch to talk about your next release.