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A vibrant addition to the Dutch music scene

Dutch-based live music executives Hugo Berends and Bart van Haare have teamed up to launch innovative new agency Echo Live.

Described as a “testament to the evolving nature of the music industry”, the Uden, North Brabant-headquartered firm offers a genre-fluid approach, tailored strategies and passion for creating exceptional live experiences.

In the following Q&A, the duo explain why they are ready to make significant waves in the Netherlands’ live music scene with their fresh take on talent booking and promotion…

What inspired you to start Echo Live?
Hugo Berends: “We saw a gap in the market for an independent agency that could truly cater to the evolving needs of artists and fans alike. The Dutch live music industry is thriving, with over 1,200 large- and mid-scale festivals, countless arena shows, and a robust network of grassroots venues. We wanted to create an agency that could navigate this landscape effectively while maintaining a personal touch.”

How does Echo Live stand out from other agencies?
Bart van Haare: “Our independence is our strength. We’re not bound by corporate structures, which allows us to craft bespoke strategies for each artist. We invest time, leverage our network, and put in the effort to ensure every show finds its perfect stage. It’s about creating experiences, not just managing logistics.”

Your roster is quite diverse. Was this a deliberate choice?
HB: “Absolutely. We’ve noticed that the line between mainstream and underground is blurring. Artists are embracing genre-fluidity like never before, and Dutch fans are showing unprecedented interest in live shows across all genres. Our roster reflects this shift, featuring artists from Alcest to Edwin Evers Band, and from High Vis to Rowwen Hèze.”

“Winning over new fans requires more than just managing costs. It’s about creating an immersive experience”

How does your background in louder music genres influence your approach?
BVH: “It’s given us a unique perspective. In the louder music scene, winning over new fans requires more than just managing costs. It’s about creating an immersive experience. We’ve successfully applied this fan-first approach across various genres, always prioritising the audience’s experience.”

What challenges do you foresee in the Dutch market?
HB: “The market is competitive, but we see that as an opportunity. Our tailored approach helps us identify trends and opportunities that others might miss. We’re ready to be bold and shake things up.”

What are your key ambitions moving forward?
BVH: “We’re constantly looking to expand our roster with exciting talent. We’ll be at the International Festival Forum in London this September, connecting with industry professionals and scouting new artists. Our goal is to become a resonating name in the Dutch market and beyond.”

Do you have any final thoughts on Echo Live’s mission?
HB: “We’re here to create unforgettable live music experiences. Whether it’s a festival show or an intimate club gig, we want every Echo Live booking to leave a lasting impression on both artists and fans.”

For those interested in connecting with Echo Live, both Bart van Haare and Hugo Berends will be available for meetings at the upcoming International Festival Forum (IFF) in London from 24-26 September. For more information, visit echo-live.nl

Book a meeting with Bart and Hugo at IFF via [email protected]

 


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