40UP

What 40UP does

40UP is a Dutch live-entertainment company that organizes dance events targeted at adults aged 40 and over in the Netherlands. Founded around 2004 and based in Amsterdam, the company has run continuously for 20 years and currently stages over 90 events per year across more than 40 Dutch cities, including major poppodia such as Paradiso (Amsterdam), TivoliVredenburg (Utrecht), De Oosterpoort (Groningen), 013 (Tilburg), Doornroosje (Nijmegen), Patronaat (Haarlem), and Hedon (Zwolle).

The core product is a themed dance night built around curated hits from the 1980s through the 2020s, paired with a proprietary archive of original music video clips synchronized and displayed on large screens during the event. Around this base, the company operates a portfolio of sub-brands and themed event formats: Upbeat (house music second room and standalone events), Good Vibrations (70s and 80s themed nights), the year-end BIG BANG multi-area finale, the Tijdmachine Tour (an audiovisual 20th-anniversary spectacle), and the 40UPBEAT weekly podcast series featuring DJ Mark van Dale's house mixes.

The business model is consumer ticketing: revenue is generated through per-event ticket sales distributed online via the company's website (which redirects to Paylogic or venue-direct ticketing platforms) and at venue box offices on the night of events. Pricing is not publicly disclosed and is set through third-party ticketing providers. The go-to-market is event-driven, with brand awareness built through an online dance agenda, themed event campaigns, an email newsletter (40UPDATE), Instagram and Facebook presence, and strong word-of-mouth within the 40-plus community. The company is privately held, has 6 employees, and lists Alex van Oostrom — described as one of the first DJs in the Netherlands — as co-owner.

Name

40UP

Legal name

40UP

Website

https://40up.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

40UP is a Dutch dance event company running 90+ themed events per year for the 40-plus demographic across 40+ Dutch cities. Its core product combines nostalgic music with synchronized original video clips displayed on large screens at major pop venues.

Ownership category

akta.pro rank

Product category

Live Event Entertainment

NAICS

Performing Arts Companies (7111), Musical Groups and Artists (711130)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Party DJ, Music & Audio Services (HSACACAI)

akta.pro secondary industry

Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF)

Keywords

• Dance event organization
• Live music events
• Adult nightlife events
• Themed dance parties
• Event ticketing services

Headquarters

HQ city

Netherlands (operational HQ inferred)

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Event Ticket Sales: 40UP generates revenue primarily through the sale of tickets to its dance events. Tickets are sold online through the company's own website (linking to Paylogic ticketing) and directly through venue ticketing platforms. No pricing is publicly disclosed on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

40UP organizes and produces dance events for adults aged 40 and over in the Netherlands, featuring curated music from the 1980s through the 2020s with original music video clips played in sync on large screens at the venue. The company runs 90+ events per year across 40+ Dutch cities at poppodia and music halls, operating sub-brands including Upbeat (house music), Good Vibrations (70s/80s), BIG BANG (year-end finale), and the Tijdmachine Tour (20-year anniversary audiovisual tour). Revenue is generated primarily through event ticket sales.

Product overview

40UP operates as a multi-brand event company offering dance experiences for the 40-plus demographic across the Netherlands. The core offering is the 40UP dance event featuring hits from the 80s to present day with synchronized video clips. The portfolio includes several sub-brands: Upbeat (house music), Good Vibrations (70s/80s classics), and 40UPBEAT (audio mixes). Special event series include the Tijdmachine Tour (20th anniversary audiovisual tour) and BIG BANG (multi-area year-end celebrations). With over 90 events per year at major Dutch venues, 40UP is positioned as the longest-running dance night for 40-plussers in the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Upbeat: House music event series featuring DJ Mark van Dale, Peter van Leeuwen, Frenk Wiersma & Baxter, Orchid, and Ruud Bouma. Upbeat operates as a separate house music concept that has grown popular enough to have standalone events.
• Good Vibrations
• BIG BANG
• Tijdmachine Tour

Products and services

• 40UP Dance Event The flagship dance event brand featuring music from the 1980s to present day with original music video clips shown on large screens, catering to people aged 40 and over. Events run at major Dutch poppodia and music halls.
• Upbeat (House Music Sub-Brand) House music-focused event series running parallel to or independently from 40UP events, featuring DJs Mark van Dale, Peter van Leeuwen, Frenk Wiersma & Baxter, Orchid, and Ruud Bouma. Operates as a separate second room within 40UP events and as standalone events.
• Good Vibrations A themed event series featuring disco, rock 'n roll, and soul music from the 70s and 80s with occasional 60s tracks, accompanied by original video clips on large screens.
• 40UP BIG BANG Year-end special events featuring multiple themed areas, including the main 40UP concept, Upbeat house music, and Good Vibrations 70s/80s music.
• Tijdmachine Tour (Time Machine Tour) An audiovisual spectacle celebrating 40UP's 20-year anniversary, traveling to major venues across the Netherlands with live artists and interactive elements where attendees can influence the playlist.
• 40UPBEAT Podcast / Audio Mix Series Weekly audio mix series featuring house music episodes hosted by DJ Mark van Dale, available as downloadable mixes online.

Quantifiable outcome

• Over 90 dance events per year across the Netherlands
• +3 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and major.

• PaylogiccoreTechnology or IntegrationPaylogic provides the ticketing infrastructure for the majority of 40UP events. The 40UP website redirects ticket purchases to Paylogic's platform (shop.paylogic.com), where customers purchase and manage their event tickets.
• Paradiso AmsterdammajorOthersParadiso, one of Amsterdam's most iconic music venues, hosts the 20-year anniversary celebration event featuring multiple themed areas (40UP main stage, Upbeat house room, Good Vibrations 70s/80s room).
• De Oosterpoort GroningenmajorOthersDe Oosterpoort hosts the Big Bang year-end event with three areas: 40UP main concept, Upbeat house room, and Good Vibrations 70s/80s room.
• Hedon ZwollemajorOthersHedon Zwolle is a major Dutch pop venue hosting its first 40UP event in September 2026.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• De Toppers: Dutch pop act performing arena shows specifically targeting the 40-plus Dutch audience with nostalgic hits. The most direct comparable in targeting the same Dutch nostalgic-music 40+ demographic with recurring live event ticketing, though operating as a performer rather than as an event organizer with multiple DJs and video content.

Broad incumbents

• Mysteryland: Iconic Dutch dance festival, originally organized by ID&T. Comparable as a long-running Netherlands-rooted dance event brand built on recurring ticketed programming at scale, though operating at festival rather than club-night scale.
• Mojo Concerts: Major Dutch concert promoter with a nationwide venue touring portfolio (including many of the same poppodia 40UP operates in: Paradiso, TivoliVredenburg, Doornroosje). Comparable business model of touring live entertainment to established pop venues, though broader genre coverage.
• Awakenings: Dutch techno festival and event brand organizing recurring dance events in the Netherlands. Comparable as a Netherlands-based event-driven dance entertainment operator with a multi-brand portfolio, although focused on electronic/techno rather than nostalgic pop.
• Q-dance: Founded in the Netherlands, Q-dance organizes hard dance events (Defqon.1, Qlimax) across Dutch venues and festivals. Comparable as a Dutch live dance event brand built around DJs, venue partnerships, and recurring themed formats, though focused on harder genres and a younger demographic.
• ID&T: One of the Netherlands' largest dance event organizers (behind Mysteryland, Tomorrowland partnerships, Sensation). Comparable as a Dutch event-promotion business producing recurring themed dance events, though at a vastly larger scale and with a broader youth-oriented electronic-music focus.
• Loveland Festival: Established Dutch dance festival brand producing ticketed dance events at venues including those 40UP uses. Comparable event-driven Dutch dance brand with recurring themed programming and venue partnerships, though operating primarily in the summer festival segment.

Emerging players

• Soenda: Utrecht-based Dutch dance event organizer with a multi-format portfolio (Indoornation, various themed events). Comparable as a Netherlands-based recurring themed dance event business similar in scale to 40UP, with overlapping venue footprint in Dutch poppodia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/40UP.nl
• Instagraminstagram.com/40up.nl
• LinkedInlinkedin.com/company/40up

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 40UP