A practical timeline for independent artists and labels who want to make the most of dance music’s busiest week
Every October, the dance music industry moves to Amsterdam for five days. DJs test new music in front of huge crowds, labels hold showcases and meetings, and the press covers every announcement. For independent artists and labels, that can feel like something happening to other people. It doesn’t have to be.
You don’t need a showcase, a big budget or even a plane ticket to benefit from ADE. What you need is a release plan that puts your music in the right hands before the week starts, and a clear idea of what to do once it’s over. This guide walks you through that timeline step by step.
Why ADE week matters for your release
Amsterdam Dance Event runs from 21 to 25 October 2026 and marks 30 years since the first edition in 1996. Last year’s event drew around 600,000 visitors, with nearly 3,500 artists playing more than 1,200 events across over 300 locations, according to the organisers.
That scale matters for one simple reason. Thousands of DJs are building sets for the biggest week of their year, and they’re actively looking for new music. A track that lands in a DJ’s folder before ADE has a chance of being played, filmed, shared and identified by crowds. A track that arrives the week after has missed that window.
It also means the week is noisy. Major labels and big-name artists release and announce heavily around ADE, so your plan needs to get your music heard before the noise peaks, not in the middle of it.
Pick a release date that works with the week
For most independent releases, the sweet spot is one to three weeks before ADE starts. That gives DJs time to hear the track and add it to their sets, and it means the music is already live on streaming platforms and download stores when people start searching for it.
Releasing during ADE week itself can work for established names with a strong press push behind them. For most independent artists and labels, it means competing for attention with the biggest releases of the season. Releasing after ADE is a valid choice too, but treat it as a separate campaign rather than an ADE release.
Six weeks before ADE: lock in delivery and pitching
Work backwards from your release date. Your finished masters, artwork and metadata should be with your distributor at least three to four weeks before release. That buffer covers store processing, catches any metadata problems before they go live, and gives you time to pitch.
Spotify asks for unreleased music to be pitched through Spotify for Artists at least seven days before release. Hitting that deadline also puts the track in your followers’ Release Radar playlists. Pitching earlier than the minimum gives editors more time to listen, which matters in a week this busy. Our guide on pitching to Spotify editorial playlists covers how to write that pitch.
For dance releases, the download stores matter as much as streaming. DJs buy from Beatport and Traxsource, so make sure your release is delivered there with correct genre tags, and plan around the chart window.
Four weeks before ADE: get promos to the right DJs
This is the step that makes the biggest difference, and the one most independent artists skip. Once ADE line-ups are published, go through them and build a short list of DJs whose sets genuinely fit your track. Twenty well-matched names will do more for you than two hundred random ones.
When you send a promo, keep it simple. Include a private streaming link and a high-quality WAV download. Put the release date, label and genre in the first line. Add one or two sentences on why the track suits their sets, and finish with a polite request to let you know if they play it.
Send promos three to four weeks before ADE. The closer you get to the week, the fuller DJs’ inboxes get, so anything arriving late is less likely to make the cut. Label owners should do the same across their roster, prioritising the releases that sit closest to the sounds on the ADE line-up.
If you’re also targeting press coverage, the timings are similar. Our guide to pitching dance and electronic press outlets explains how to approach them.
ADE week: show up online, wherever you are
If you’re not in Amsterdam, your job during the week is to stay visible. Plan three or four posts in advance so you’re not scrambling.
Start with a reminder that the track is out, with a short clip and a link. Reshare any footage of DJs playing your track, with credit. Add a behind-the-scenes post on how the track was made, and close the week with a thank-you post naming the DJs who supported it.
Watch tracklist sites such as 1001Tracklists and social media for mentions of your track. Every support from a DJ is content you can use, and it gives other DJs a reason to check the track out.
If you’re going: make every meeting count
If you are travelling to Amsterdam, the ADE Pro Pass gives you access to the conference and networking events. But the most useful meetings are usually arranged weeks in advance, not by chance in a queue.
Before you go, message the people you want to meet with a specific reason to talk. Bring a private link to your upcoming release and a one-page summary of your catalogue or roster. Keep notes on every conversation, because you won’t remember them all by Sunday.
After ADE: the follow-up most people skip
The week after ADE is when most of the value is won or lost. Within seven days, follow up with every DJ who played your track and every person you met. Thank them, remind them of the release, and mention what’s coming next.
Then look at your numbers. Check streams, saves, Beatport sales and new followers from the ADE window. That tells you which DJs and outlets moved the needle, and it gives you a smarter starting list for next year.
What if ADE is less than four weeks away?
If you’re reading this with ADE close, don’t rush a new release out without proper delivery and pitching time. Instead, focus on what you can still do. Send promos of a recent release or an upcoming one to your DJ shortlist, plan your social content for the week, and book any meetings now. Then use this timeline to plan properly for next October.
Plan your next release with the right support
ADE rewards the artists and labels who plan early, deliver on time and follow up properly. If you want help building a release plan and getting your music delivered and positioned ahead of the moments that matter, talk to MN2S Label Services about distribution and release strategy for your next project.