ID&T links with electronic music promoter Apenkooi
Superstruct Entertainment’s ID&T has purchased a stake in fellow Dutch electronic music promoter Apenkooi Group.
The strategic partnership with Superstruct and ID&T is designed to accelerate the company’s trajectory, unlocking new opportunities for the group in the areas of brand partnerships activation and events sustainability.
Launched in 2004 with a local party in the Utrecht-based Club Monza, Apenkooi’s portfolio has grown to include brands such as DGTL, STRAF_WERK, Pleinvrees, Amsterdam Open Air and The Gardens of Babylon. It also organises festivals internationally and promotes Elrow events in the Netherlands.
“ Joining a global platform of industry-leading, like-minded entrepreneurs will take Apenkooi to the next level and enable our company to seize the numerous growth opportunities within electronic music events brand partnerships and sustainability,” says Jasper Goossen CEO and co-founder of Apenkooi.
ID&T, which signed a partnership agreement with Superstruct last year, runs events such as Mysteryland, Defqon.1, Awakenings, and Milkshake.
“We are very happy and proud to welcome so many talented and passionate people to our family. Not only does Apenkooi have an amazing portfolio with brands such as DGTL, STRAF_WERK and Pleinvrees, we also have been partners already in several festivals such as Amsterdam Open Air, Valhalla and By the Creek for many years,” adds ID&T Group CEO Ritty van Straalen.
“In addition to the many popular festivals, their in-house brand partnership agency will also become part of the group. For the ID&T brand partnership team this is a very important step to further expand the partnership portfolio with commercial and qualitative propositions.”
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