Art of Dance

What Art of Dance does

Art of Dance International B.V. is a Dutch festival and event organization company founded in 2001 and headquartered in Almere, Flevoland, Netherlands. It operates as a subsidiary of ID&T Holding B.V., the worldwide market leader in electronic music events, and focuses exclusively on hard dance events within the harder styles segment. The company organizes 14 event brands including Masters of Hardcore, Dominator Festival, Supremacy, SYNDICATE, Snakepit, Free Festival, Masterminds, and Live For This, held at major venues in the Netherlands (Brabanthallen 's-Hertogenbosch, Jaarbeurs Utrecht, AFAS Live Amsterdam, Klokgebouw Eindhoven, Almere Strand, E3 Strand Eersel) and Germany (Westfalenhalle Dortmund). Its customer base is mass-market consumers — hard dance music enthusiasts purchasing tickets, camping add-ons, and on-site merchandise and F&B.

The company's product surface is centered on a vertically integrated event-production operation spanning creative scripting, artist management, production, marketing, administration, and security, supported by a team of approximately 102 employees. There is no proprietary technology platform; ticketing runs through Paylogic for primary sales and a dedicated e-commerce front end on artofdance.nl, with TicketSwap serving as the authorized secondary marketplace under floor/ceiling pricing rules. Supporting services include an email newsletter, a cashless/token payment system for on-site consumption, and camping facilities at outdoor events. The company operates a multi-channel marketing stack spanning organic social (Facebook, Instagram, TikTok, Snapchat, YouTube, Spotify, SoundCloud), email, and paid pixels (Meta, Google, Snap, TikTok), supplemented by harm-reduction partnerships (Celebrate Safe, Unity, ilovemyears.nl).

Art of Dance generates revenue primarily through direct-to-consumer ticket sales for each event edition, supplemented by on-site merchandise, food and beverage sales via cashless tokens, and transaction fees on authorized resale (5% from sellers and 10.21% from buyers through TicketSwap). The company has no disclosed external funding, is privately held under ID&T Holding B.V., and is currently investing in organizational capacity — including new digital marketing and production hires in 2026 and a recent relocation to a larger headquarters — to support a forward event slate extending into 2027.

Name

Art of Dance

Legal name

Art of Dance International B.V.

Website

https://artofdance.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

Art of Dance is a Dutch event organizer, founded in 2001 and part of ID&T Group, that produces 14 hard dance music festivals across the Netherlands and Germany — including Masters of Hardcore, Dominator, Supremacy, and SYNDICATE — selling tickets directly to consumers via its website and TicketSwap.

Ownership category

akta.pro rank

Product category

Live Music Event Organization

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Musical Groups and Artists (71113)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industries

Festival & Event Producers/Organizers (MPAIAFAC), Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF)

Keywords

• Hard dance festivals
• Music event organization
• Festival ticket sales
• Electronic music events
• Live event production

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to events including Masters of Hardcore, Dominator Festival, Supremacy, SYNDICATE, Snakepit, Free Festival, and other hard dance events. Tickets are sold directly through the website and through authorized partners like Paylogic.
2. Ticket Resale Service Fees: When tickets are resold through the authorized TicketSwap platform, the company charges a 5% service fee from sellers and 10.21% service fee from buyers (inclusive of VAT).
3. Event Merchandise and Food/Beverage: On-site sales of merchandise, food, beverages, and other products during events. Events use token/cashless payment systems for consumption.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Art of Dance organizes and produces large-scale hard dance music festivals and indoor events, including flagship brands Masters of Hardcore, Dominator Festival, Supremacy, SYNDICATE, Free Festival, Snakepit, MASTERMINDS, and Live For This. The company sells admission tickets directly to consumers through its official website, operates on-site cashless payment systems for food, beverages, and merchandise, and provides camping facilities at applicable outdoor events. Operations span venues across the Netherlands and Germany under the ID&T group.

Product overview

Art of Dance is a Dutch festival and event organization company specializing in hard dance music events across the harder styles spectrum. The company operates a portfolio of 14+ distinct event brands organized around its core expertise in hardcore, hardstyle, and industrial music genres. The primary product offering consists of large-scale music festivals and indoor events including Supremacy, Masters of Hardcore, SYNDICATE, Dominator Festival, Free Festival, Snakepit, Live For This, and MASTERMINDS. Supporting services include an online ticket sales platform, newsletter subscription, cashless payment systems, and camping facilities at applicable outdoor events. The company operates as part of the ID&T group, organizing events both in the Netherlands and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Masters of Hardcore: Major hard dance festival organized by Art of Dance, held at Brabanthallen 's-Hertogenbosch, celebrating its 30th anniversary in 2025.
• Dominator Festival
• Supremacy
• Free Festival
• SYNDICATE
• Snakepit
• Masterminds
• Live For This

Products and services

• Supremacy Flagship hard dance festival featuring themed editions (RAW and Classics variants) held at major Dutch venues including Brabanthallen 's-Hertogenbosch and Jaarbeurs Utrecht, targeting hard dance music enthusiasts.
• Masters of Hardcore Premier hardcore music event brand with over 30 years of history, featuring themed editions with immersive production concepts and theatrical stage designs for hardcore music enthusiasts.
• SYNDICATE International hard dance event featuring hardcore and industrial music genres, held at Westfalenhalle in Dortmund, Germany.
• Dominator Festival Major outdoor hard dance festival held at E3 Strand in Eersel, featuring a multi-day format with camping facilities and celebrating hardcore and hardstyle music.
• Free Festival Outdoor music festival held at Almere Strand featuring hard dance and electronic music genres for hard dance enthusiasts.
• Snakepit Indoor hard dance event held at Klokgebouw in Eindhoven, featuring an intimate venue setting focused on hardcore and harder styles.
• Live For This Event series presented by Warface, held at AFAS Live Amsterdam, featuring hardcore and Frenchcore performances.
• MASTERMINDS Specialized indoor event at AFAS Live in Amsterdam, focusing on specific hard dance subgenres with curated artist lineups.
• Ticket Sales Platform Online ticket purchasing system enabling visitors to buy admission tickets for all Art of Dance events. Supports digital tickets with barcodes scanned at venue entrances.
• Token/Cashless Payment System
• Camping Facilities

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• TicketSwap B.V.coreChannel Partner/ Reseller/ DistributorOfficial authorized resale platform partnership. TicketSwap serves as the authorized secondary ticket marketplace where customers can resell and purchase tickets for Art of Dance events. The partnership includes price restrictions and service fees of 5% for sellers and 10.21% for buyers.
• PaylogiccoreTechnology or IntegrationTicket processing partner handling payment and delivery of tickets for Art of Dance events. Paylogic manages the technical aspects of ticket sales including payment processing and ticket delivery.
• ID&T Holding B.V.coreOthersParent company and organizational group. ID&T Holding B.V. (registered on Isolatorweg 36, 1014 AS Amsterdam, Netherlands, KvK 83573054) is the worldwide market leader in electronic music events and experiences. Art of Dance operates as part of the ID&T group.
• Celebrate SafesupportingGTM or Marketing PartnerPlatform providing tips and reliable information on how to party consciously and safely. Art of Dance promotes Celebrate Safe during most of their events with dedicated stands. The partnership focuses on harm reduction and safety awareness including information on hearing protection (ilovemyears.nl), drug checking (unity.nl), and general party safety.
• Unity (Drug Checking Service)supportingOthersDutch drug checking service referenced for harm reduction. Unity.nl provides information on alcohol, other party drugs, and conscious partying. Referenced as a resource for festival-goers.
• ilovemyears.nlsupportingOthersHearing protection awareness platform. Art of Dance promotes hearing protection tips and recommends the platform for information on safe listening practices at events.
• Facebook (Meta)supportingTechnology or IntegrationSocial media and advertising partner. Facebook Connect is used to display and measure advertisements on social media. Facebook Pixel is implemented for advertising optimization.
• Google LLCsupportingTechnology or IntegrationTechnology partner providing Google Analytics (privacy-friendly configured with masked IP addresses), Google Tag Manager, Google Dynamics Remarketing, and Google AdWords Conversion tracking for website analytics and advertising campaigns.
• Snap Inc.supportingTechnology or IntegrationSocial media advertising partner. Snap Pixel is used to optimize advertisements shown to website visitors on Snapchat.
• TikTok Inc.supportingTechnology or IntegrationSocial media advertising partner. TikTok Pixel is used to optimize advertisements shown to website visitors on TikTok.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Q-dance: Q-dance is the closest direct competitor to Art of Dance, organizing flagship hard dance festivals such as Defqon.1, Qlimax and Hard Bass. It competes head-to-head for the same hardcore/hardstyle audience, venues and sponsors, making it the most direct benchmark for Art of Dance's hard dance leadership claim.
• Awakenings: Awakenings is a Dutch electronic music event organizer producing large-scale techno festivals and shows. Although its genre skew is techno rather than hard dance, it operates with a similar professional festival model, comparable venue sizes, and the same Dutch-based promoter profile as Art of Dance.
• Rebirth Festival: Rebirth Festival is a Dutch hard dance festival that has emerged as a direct competitor in the hardcore/hardstyle space. It targets the same hard dance enthusiast segment as Art of Dance's flagship brands with comparable outdoor festival production.
• Decibel outdoor: Decibel outdoor is a major Dutch outdoor hard dance festival. It operates a very similar outdoor festival format to Dominator and Free Festival, competes for the same hard dance attendees, and represents a close comparable on production scale and ticket pricing.
• Intents Festival: Intents Festival is a Dutch outdoor hard dance and hardstyle festival organizer that competes directly with Art of Dance's Dominator and Free Festival brands for the same hardcore/hardstyle audience in the Netherlands.
• Mysteryland: Mysteryland is the flagship festival of Art of Dance's parent ID&T Holding. It is a sibling event within the same group, making it directly comparable in business model, production approach and Dutch promoter identity, while competing for adjacent electronic music audience segments.

Broad incumbents

• Tomorrowland: Tomorrowland is one of the world's largest electronic music festivals, held in Belgium. While its core genre is mainstream EDM rather than hard dance, it operates in the same electronic music festival category with a global brand, comparable production budgets and a much larger audience scale, serving as the benchmark incumbent for the broader festival industry.

Regional players

• Time Warp: Time Warp is a German-origin electronic music event series focused on techno. While its core genre is techno rather than hard dance, it shares the same large indoor arena festival format, comparable production values and operates across European markets, making it a relevant regional comparable for Art of Dance's German expansion via SYNDICATE.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=dZjaQszOJJk
• Facebookfacebook.com/artofdance
• Instagraminstagram.com/artofdance
• TikToktiktok.com/@artofdance
• LinkedInlinkedin.com/company/art-of-dance

Revenue estimate

Valuation estimate

Number of profiles

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 Art of Dance