Heineken and ADE present: The First Round
Free opening party for thousands of EDM enthusiasts, hosted by Audio Obscura
• Tjade b2b LAMMER in RAWFACTORY
• Very Special Guest to be announced …
AMSTERDAM – October 15, 2025 – No plans for ADE yet? Now you do! Amsterdam Dance Event kicks off with a spectacular free party at the G-Star RAWFACTORY, organized by Heineken and hosted by Audio Obscura. This is the first round you absolutely don’t want to miss. The headliner, set to elevate the night to unprecedented heights, remains a closely guarded secret. This Very Special Guest with international status will be announced shortly before the event starts. One thing is certain: this artist will be in excellent company. None other than Tjade b2b LAMMER, along with a host of other DJs, will set ADE 2025 in motion. Heineken invites EDM lovers to raise a glass on Wednesday, October 22, from 5:00 PM to 10:00 PM, celebrating the vibrant Dutch dance and rave culture scene and the new chapter being written that evening.
From the Bar to the Club
Heineken and ADE warmly welcome all electronic music fans to RAWFACTORY for the official opening of the 2025 edition. Admission is free, but you’ll need to secure a ticket. Heineken will give away the first free tickets at the best place to toast together… that’s right: the bar! On Thursday, October 16, between 8:00 PM and 10:00 PM, you can visit three iconic bar locations in Amsterdam: the Chicago Social Club, the Chin Chin Club and Van de Werf. Order 'The First Round' at one of these venues for a chance to win tickets. Act fast: when they’re gone, they’re gone.
Can’t make it to a bar or not yet in Amsterdam? Remaining free tickets will be available online on Friday, October 17. To get a chance at online tickets, visit http://www.heineken.nl/ade.
Lisa van der Heijden – Heineken: “ADE is the global epicenter of electronic music. It’s a unique environment where unforgettable moments are shared and new memories are made. Together with the creativity of the leading Audio Obscura, we’re creating an unforgettable night. With this free opening party at this incredible venue, we aim to connect dance lovers from all corners of the world. And what better way to do that than with an ice-cold Heineken in your hand?”
Jorinde Boom – Amsterdam Dance Event: “We’re proud of our multi-year partnership with Heineken. With ‘The First Round,’ Heineken is organizing the Opening Event of the ADE week; something many look forward to all year. Accessibility is a core value for ADE, and we’re thrilled to present a free event of impressive caliber that captures the energy of ADE and the city. This initiative fits Heineken perfectly as our Main Partner: accessible, connecting, full of surprises, and aligned with ADE’s character.”
Peter Kan – Audio Obscura: “We’re proud to host the official opening of ADE. Together with our trusted partners Heineken and ADE, we’re bringing a special opening rave with a curated lineup that celebrates the essence of electronic music: collective energy, freedom, and unity. It’s fantastic to bring joy to so many people with this energetic, free opening.”
Cheers to ADE
RAWFACTORY is the place to be on Wednesday, October 22, for the spectacular opening of ADE 2025, featuring a unique b2b set by LAMMER and Tjade, and a yet-to-be-announced world-renowned DJ. In addition to these names, lucky attendees will enjoy sets by Helena Lauweart b2b Rozie, Laura Meester, D Stone and SOLIT.
During ‘The First Round,’ guests can also taste and try experimental beers from Heineken Studio; the innovation lab where new Heineken brews are discovered.
Editor’s Note
To give as many people as possible a chance for free entry, a maximum of four tickets per person applies, just enough to have a toast together.
Free ticket locations:
• Chicago Social Club - Leidseplein 12, 1017 PT Amsterdam
• Chin Chin Club - Rozengracht 133, 1016 LV Amsterdam
• Van de Werf - NDSM-Kade 2, 1033 PG Amsterdam
About Heineken
For over 150 years, HEINEKEN has been a vibrant part of Dutch society; from pubs to patios, clubs to stadiums, neighborhood gatherings to housewarmings, with or without alcohol, for all generations. Always 18+ and always responsible, because with 0.0 it’s still a party. Think pilsner, think Heineken®: a staple of social moments since 1873. Our master brewers proudly craft quality beer daily in our Dutch breweries. Our Zoeterwoude brewery is the largest in Europe, complemented by our beautiful facility in ’s-Hertogenbosch. We are locally engaged and socially driven. As a responsible brewer, we know progress only comes when people, the planet, and society thrive. Heineken has been the Main Partner of ADE since 2024.
About Amsterdam Dance Event
The Amsterdam Dance Event (ADE), an initiative of Buma, has grown into the world’s largest and most influential club festival and conference for electronic music. With over 3,000 artists and 600 speakers across nearly 200 venues, the five-day event attracts visitors from more than 150 countries. ADE showcases every aspect of electronic music culture, including a dedicated conference program, an extensive Arts & Culture program, live music, and performances by DJs and artists throughout Amsterdam. More information about ADE can be found online. ADE – Where electronic music comes together. The event is organized by the Amsterdam Dance Event Foundation.
About Audio Obscura
Audio Obscura aims to push electronic music beyond its traditional boundaries. Rooted in club culture, Audio Obscura seeks new spaces and contexts to evolve the art form and reach new audiences. By hosting raves in unexpected locations and spotlighting DJs, it blurs the lines between concert, club, and performance. With a global perspective, Audio Obscura supports emerging talent and fosters connections between artists and their audiences.
About RAWFACTORY
During ADE, RAWFACTORY in Amsterdam - normally the stunning, minimalist headquarters of G-Star RAW - transforms into an exclusive and impressive event venue thanks to Audio Obscura. Designed by Rem Koolhaas, the building’s industrial look, reminiscent of an airplane hangar with its mix of concrete and glass, provides a raw and characterful backdrop that perfectly suits ADE. Known for its innovative programming in unexpected locations, Audio Obscura leverages RAWFACTORY’s unique ambiance to deliver an intense musical experience.
Contact:
Heineken Nederland
Menno van der Vlist | [email protected] | 06-10082047
Amsterdam Dance Event
Tim Boersma | [email protected] | 06-55131887
Audio Obscura
Eva Holierook | [email protected] | 06-29030033