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The LiveStyle partners are set for even closer collaboration, with plans to bring Made Event's flagship event to cities around the world
By Jon Chapple on 06 Feb 2020
The Netherlands’ ID&T, the world’s largest electric music promoter, and New York-based Made Event, the company behind leading dance music festival Electric Zoo, have announced a strategic partnership aimed at expanding both firms’ events portfolios internationally.
ID&T’s festivals include Dutch EDM mainstays Mysteryland, Awakenings, Amsterdam Open Air, Defqon.1 and Sensation, while Made’s Electric Zoo drew 110,000 attendees to Randall’s Island Park in New York over the last weekend of August 2019. Both companies are part of the LiveStyle group, the successor to SFX Entertainment.
Under the partnership, Made Event will work with ID&T’s European executive team to continue to produce Electric Zoo while and expanding its club and concert business in the New York area. ID&T, meanwhile, will help expand the Electric Zoo brand internationally, with Made working to bring in ID&T’s brands to its home market.
Adam Richman, SVP of Made Event, says: “We are honoured to be working with ID&T, the world’s most notable dance music promoter. Working together with them will allow us to take our flagship brand Electric Zoo to cities around the world.
“We can’t wait to share New York City’s No 1 festival with the rest of the globe.”
“Working together with them will allow us to take Electric Zoo to cities around the world”
Ritty van Straalen, CEO of ID&T Group, adds: “Made Event and ID&T share the same vision. We both believe in high quality experiences and want to bring the best music to market. The Made Event team, with Adam [Richman] and Kevin [Mitchell] as the inspiring leaders, have shown that they know how to create and produce successful events and premier festivals in a very competitive market.
“We are looking forward to be back in New York and working with them on new ideas.”
“Made Event will continue its ongoing expansion of our concert, club and theatre business in the New York area, and the addition of ID&T’s rich portfolio of brands will only act to strengthen this endeavour,” adds Mitchell, Made’s senior director of talent.
Other members of the ID&T Group include promoters ID&T Events, Art of Dance, Q-dance, Monumental and Air Events, booking agencies Platinum Agency and Most Wanted, and management company Headliner Entertainment. The company’s events are attended by more than two million visitors annually and sells 1.5m tickets.
Last month, the company acquired Missin’ Link, a Rotterdam-based urban booking agency.
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