Friendly Fire

What Friendly Fire does

Friendly Fire B.V. is a privately held Dutch concert and festival promotion company headquartered in Amsterdam, founded in 2009 and independently owned with no disclosed external funding or parent entity. The company organizes live music events at premium Dutch venues, most prominently Ziggo Dome in Amsterdam (11,000+ capacity) and Zuiderpark in Den Haag, as well as at multi-day festival sites including Wilde Weide, Down the Rabbit Hole, and Slot Zeist. Its artist roster spans international headliners such as Noah Kahan, Alanis Morissette, and Laura Pausini alongside Dutch acts including Kensington, SBMG, Danny Vera, and Krezip. The company operates under three trade names: Friendly Fire, Best Kept Secret, and Live At Amsterdamse Bos.

Friendly Fire generates revenue through ticket sales for the concerts and festivals it organizes, monetized via a 10% service charge included in displayed ticket prices plus transaction-level fees of up to €2.25 in order costs and €4.50 in shipping. Distribution is handled exclusively through two authorized ticketing partners: Eventim.nl for most concerts (integrated with the EVENTIM.Pass digital ticket system delivered through the EVENTIM.App) and Paylogic for specific events such as the Alanis Morissette Zuiderpark show. The company does not operate a consumer-facing ticketing platform of its own and routes all sales to these partners. Marketing is conducted through its own websites (friendlyfire.nl and shows.friendly-fire.nl), email newsletters for presale and waitlist notifications, organic SEO, and social media.

The company's primary customer segment is Dutch music consumers seeking access to live international and domestic performances. Several recent headline events have sold out rapidly, including Kensington's December 2026 Ziggo Dome shows (which sold out within a minute of release) and Noah Kahan's 2024 Ziggo Dome performance, demonstrating strong consumer demand for its premium offerings. Headcount is reported in the 11-50 range, and the company is operationally linked to European promoter FKP Scorpio through a mutual partnership referenced on the website.

Name

Friendly Fire

Legal name

Friendly Fire B.V.

Website

https://friendly-fire.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Friendly Fire B.V. is a privately held Amsterdam-based concert and festival promotion company organizing live music events at premium Dutch venues including Ziggo Dome, operating the Best Kept Secret and Live At Amsterdamse Bos festival brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Ticket Sales and Service Fees: Friendly Fire generates revenue through ticket sales for concerts and festivals they organize. Service fees (10% service charge) are added to ticket prices. Additional order fees (up to €2.25) and shipping costs (up to €4.50) are charged per transaction. The company also sells mobility/wheelchair platform tickets at premium pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Friendly Fire is a Dutch concert and festival promotion company that organizes live music events featuring national and international artists at major venues such as Ziggo Dome in Amsterdam and Zuiderpark in Den Haag. The company books and promotes individual headline concerts and multi-day festival events, and facilitates ticket sales through exclusive partnerships with ticketing platforms Eventim and Paylogic. It also operates sub-brands including the Best Kept Secret festival.

Product overview

Friendly Fire is a Dutch concert and festival promotion company that organizes live music events featuring national and international artists. The company operates through two main service lines: individual concert shows at major venues (such as Ziggo Dome Amsterdam and Zuiderpark Den Haag) and multi-day festival events. The company facilitates ticket sales through exclusive partnerships with ticket platforms Eventim and Paylogic. Notable artists promoted include Noah Kahan, Kensington, Laura Pausini, Alanis Morissette, and SBMG. Friendly Fire also operates the Best Kept Secret festival brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Concert Show Organization

Quantifiable outcome

• Sold-out shows: Kensington's Ziggo Dome shows sold out within a minute
• +1 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• EventimcoreChannel Partner/ Reseller/ DistributorEventim is the exclusive ticket partner for most Friendly Fire concerts. They provide online ticketing infrastructure, the EVENTIM.Pass digital ticket system, and phone booking services. Friendly Fire directs all ticket purchases through Eventim's platform.
• PaylogiccoreChannel Partner/ Reseller/ DistributorPaylogic serves as exclusive ticket partner for specific events like the Alanis Morissette Zuiderpark concert. They provide mobile-first ticketing infrastructure.
• Q-ParkminorOthersRecommended parking partner for events at Zuiderpark Den Haag. Q-Park garages at Leyweg and Hengelolaan are suggested for attendees arriving by car.
• FKP ScorpiominorStrategic or Co-development PartnerReferenced in website navigation as a partner company. FKP Scorpio is a European concert and festival promoter.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FKP Scorpio: FKP Scorpio is a major European concert and festival promoter (Germany-based, operating across Europe), explicitly referenced as a partner on Friendly Fire's website. It operates the same concert/festival promotion business model with comparable artist rosters and venue scale.
• Mojo Concerts: Mojo Concerts is one of the largest Dutch concert promoters, headquartered in the Netherlands, organizing shows at major Dutch venues including Ziggo Dome and AFAS Live. Directly comparable to Friendly Fire in market focus, venue access, and artist roster strategy.
• ID&T: ID&T is a Dutch event and festival organizer known for major dance events (Mysteryland, Defqon.1) and festival production. Operates the same event-promotion business model with similar scale of Dutch event IP and venue relationships, though concentrated in dance/electronic music.
• Q-dance: Q-dance is a Dutch hard dance event promoter and festival organizer (Qlimax, Defqon.1), operating with a similar promoter/venue model in the Netherlands and internationally. Comparable scale of festival operations and venue relationships to Friendly Fire.

Broad incumbents

• Live Nation Netherlands: Live Nation is the world's largest live entertainment company with Dutch operations, promoting major international tours across the Netherlands. Competes with Friendly Fire for the same international artist tours but operates at vastly greater scale across many markets and verticals.
• AEG Presents: AEG Presents is a major global live entertainment promoter and venue operator with European presence. Competes for premier international tours and festival bookings, but as part of a much broader portfolio spanning many markets and entertainment verticals.
• Stage Entertainment: Stage Entertainment is a Dutch-based theater producer and entertainment company producing musicals and live shows across Europe. Operates in the broader Dutch live entertainment space but focuses on theatrical productions rather than concert promotion.

Others

• CTS Eventim: CTS Eventim is Friendly Fire's exclusive ticketing partner and Europe's largest ticketing platform, also operating live entertainment promotion. Acts as both a critical distribution partner and a broader live entertainment competitor/infrastructure provider.

Regional players

• Into The Woods Festival: Into The Woods is a Dutch music festival operating in the Netherlands with comparable festival operations and artist booking approach. Regional player with similar scale of Dutch festival business to Friendly Fire's Best Kept Secret.
• Loveland Festival: Loveland is a Dutch dance music festival held annually in the Netherlands, operating comparable festival/event promotion operations. Regional player focused on dance/electronic music festival vertical in the same Dutch market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights7 records

Customer concentration

• Xx.com/friendlyfireNL
• Facebookfacebook.com/friendlyfireNL
• LinkedInlinkedin.com/company/friendly-fire-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friendly Fire