MassiveMusic helps KLM to establish and implement their global music strategy
On the 19th of October, during the Amsterdam Dance Event, Amsterdam Music Festival (AMF) was held at the Amsterdam RAI. Over 25,000 party people from all over the world attended the sold-out event and danced to the beats of world-famous DJs.
KLM recognizes that Dutch music pioneers including the DJs, promoters like ID&T and labels like Armada, have flown around the world multiple times, setting international standards within the electronic music scene. As a carrier of ‘Dutch pride’ and with Amsterdam as their primary destination, this created a natural fit with Amsterdam Music Festival.
Our role was to support KLM in finding its natural fit within the EDM field, highlighting the Dutch pioneering spirit and adding value to their partnerships with ALDA and DJ Mag.
KLM Legend Award
How did we do it?
One of the highlights of the event was the announcement of the top DJs by DJ Mag. This year the highest number of public votes came in from 190 countries worldwide. On top of this award show, a special award was handed out for the best DJ from the past two decades. This “legend award” was co-presented by KLM as the carrier of the worlds best DJs.
KLM made it possible for several prize winners from all over the world to fly in on this event and meet the DJs in real life.
For all who couldn't attend, KLM partnered up with Google by setting up a livestream of the event and award show. This, plus other extra KLM/ AMF content, was placed on the KLM campaign site and YouTube channel, generating an enormous amount of views.
25.000 party people saw the Dutch DJ Hardwell voted as number one DJ of the World and Tiësto receiving the special "Legend Award" for best DJ of the past two decades.
The KLM Amsterdam Music festival trailers were watched over 7M times.
The live stream was watched over 244,000 playbacks; with a 27,363 peak of concurrent viewers and an average view session of 20 minutes.
In total, over 1.000.000 fans voted for their favorite #1 DJ or the Legend Award.
‘Feel The Rhythm’, Def La Desh
‘What’s Going On’, Marvin Gaye
Making the cut