words by Nadia ten Hove

It’s going to be an electrifying experience at the Johan Cruijff ArenA during Amsterdam Dance Event 2023 as AMF teams up with PixMob for a groundbreaking partnership. This marks PixMob’s exciting foray into the world of dance music, following its impressive track record in the entertainment industry.

AMF, the highlight of Amsterdam Dance Event, has just dropped a massive bombshell by announcing its partnership with PixMob, the world’s foremost wireless lighting technology company. This collaboration promises to transform the Johan Cruijff ArenA into an awe-inspiring digital display, opening up a world of creative possibilities. Renowned creative director Timor Steffens, celebrated for his work with icons like Madonna, Michael Jackson, and Chris Brown, will be at the helm as the show director.

PixMob’s wireless lighting technology has wowed audiences across various spectacles, from the NFL’s Super Bowl to international pop sensations like The Weeknd, Bad Bunny, and, most notably, Coldplay during their recent Music of the Spheres World Tour. By utilizing PixMob’s wireless wristbands, combined with AMF’s innovative vision and Steffen’s creative genius, the audience, numbering in the tens of thousands, becomes the true stars of the show. This immersive experience fosters a profound connection between fans, music, and fellow concertgoers, fostering a vibrant sense of community.

For the 11th edition of AMF, this legendary event concept is boldly embracing the future, and PixMob’s integration speaks volumes about their forward-thinking approach. Allan Hardenberg, co-founder and CEO of ALDA, the creative force behind AMF, expressed his excitement about this partnership, stating, “As we enter the second decade of AMF, we’re all about embracing new technologies. Innovations like this allow us to push the boundaries of our production and set AMF apart from other events. We can’t wait to witness the entire arena lit up in a sea of lights. We believe we’re on the cusp of a defining moment in the festival scene.“

Ysabel Vangrudenberg, Managing Director at PixMob Europe, shared the enthusiasm, saying, “We couldn’t be more excited to team up with the legendary AMF. Our easy-to-program, eco-friendly LED wristbands are the perfect conduit to electrify the night and connect fans with their favorite DJs in a unique way.”

With an incredible lineup featuring Afrojack, Armin van Buuren, Charlotte de Witte, Dimitri Vegas & Like Mike, Headhunterz, James Hype, Meduza, Purple Disco Machine, Vini Vici, and an exclusive pre-show set by Like Mike, AMF 2023 promises to be an unforgettable event at the forefront of music and technology integration.