His reflections on the dance scene in the Netherlands are a fascinating mix of personal experience, hard-ear- ned wisdom, and an intimate understanding of the dynamics that shape the country’s diverse musical culture. What stands out most to me is his raw honesty about the challenges he’s faced throughout his career. From starting as a DJ in a small town near Utrecht to the setback of losing his festival and being bankrupt, Maarten’s journey shows just how tough it can be to carve out a space in such a competitive industry.
“In 2011, I promoted my festival called Symphonica Elektronica (SETFEST), but I was too early with a certain kind of programming with my vision at that specific time. The city of Utrecht wasn’t ready back then for Trentemoller, Dixon, Seth Troxler,” he admits, speaking about his 2011 festival, “and I was too early with a certain kind of programming.”
It’s a humbling reminder that timing is everything in this business, and sometimes the market just isn’t prepared for what you have to offer, no matter how visionary it might be.
His move to Amsterdam, with just 100 euros in his pocket, was a moment of reinvention and resilience. The decision to dive headfirst into what the dance scene needed, rather than taking a safer, more traditional job, reveals a deep level of commitment and passion.
“I chose to look more at what the Dance Industry needs at a certain kind of time in a certain kind of city,” he says, and it’s this kind of forward-thinking mentality that has led him to thrive in the city’s competitive environment.
While Amsterdam offers a wealth of opportunities, Maarten doesn’t shy away from the reality that it’s also a city full of competition, with big players like Awakenings, DGTL, and Loveland dominating the landscape. This means that promoters have to work harder to find their niche, a sentiment that resonates with me—running a business in any major city is never easy, and standing out in a crowded market is a constant challenge.
What struck me the most about Maarten’s perspective was his appreciation for
starting with the opening slot, a position many DJs and promoters might overlook as less glamorous, is a concept I admire.
“In my vision, local talent is always doing the opening slot and needs to prove themselves that they can tell a story with their set,” Maarten shares, and it makes so much sense.
The opening slot is often one of the hardest to fill, setting the tone for the entire night. But Maarten sees it as a crucial opportunity for emerging artists to show they have the storytelling ability that goes beyond just playing tracks. It’s about building a connection with the crowd, creating energy, and slowly guiding people into the night’s journey. Those who master this, he believes, earn their place in the lineup, and this kind of mentorship for local talent is something that’s often overlooked.
Maarten’s insights also reinforce the idea that every city has its unique vibe and understanding that is key to curating the right experience for each audience.
“To tap into it, it’s always good to go there quite often for a visit,” he advises, and this feels like such a grounded, sensible approach.
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