HE.SHE.THEY. - How To Create Positivity Out Of Frustration

Steven Braines, Fernando Montes, Bailey Greenwood, Ashraf Ejjbair, Onomé Sarawi, Sophia Kearney

This global organisation is the only D&I/LGBTQ+ crew with a global deal with William Morris Agency and a deal with Warner Music. The roster is mainly female, the message is clear, and He/She/They is 5 years old next year. He/She/They is first ever event series to become a global William Morris client. How founders Stephen and Sophia took a frustration with the industry and turned it into a global idea and basically how anyone can do that too. Sophia and I in the past have also managed artists like Maya Jane Coles, Tale of Us, Magda, Tricky, Catz N Dogz, KDA and newly Emily Nash who Sony think is the female Calvin Harris. The event will include reps from all three organisations, all wearing makeup, to talk about serious and important topics like an effective D&I strategy, and how to grow equality and fairness from inside the system.

Felix Meritis

Conference FAQ


Join us at the Felix Meritis for the full ADE Pro programme. The conference is set to be extended by an additional day, taking place from ADE Wednesday to Saturday. Just down the road the prestigious Andaz Amsterdam by Hyatt Hotels is transformed to a buzzing network & business hub from Wednesday to Friday.


ADE Lab returns with a four-day programme from ADE Wednesday to Saturday at the Brakke grond and many more venues around the Amsterdam Nes area.

We do not sell ADE Conference only or Day Passes. The only way to get access to the ADE Pro Conference is the ADE Pro Pass.

Tickets for the specialist sessions and ADE Lab can be found on the ticket page.

Our conferences are accessible for all ages in general. Do note that when alcoholic beverages are served, access can be denied.

The program for this year is complete. The application form for ADE 2024 will be available online soon.

Please visit one of our info & ticket centers to receive your personal ADE Pro badge & wristband:

PRO Registration Desk at Felix Meritis
Tue 17 October: 16:00 to 20:00
Wed 18 October: 09:00 to 20:00
Thu 19 October: 09:30 to 20:00
Fri 20 October: 08:30 to 20:00
Sat 21 October: 10:00 to 20:00

PRO Registration Desk at I Amsterdam Store - Central Station
Tue 17 October: 14:00 to 19:00
Wed 18 October: 09:30 to 19:00
Thu 19 October: 09:30 to 19:00
Fri 20 October: 09:30 to 18:00
Sat 21 October 09:30 to 18:00
Sun 22 October 12:00 to 17:00

PRO Evening Registration Desk at Het Groene Paleis
Wed 18 October: 18:00 to 22:00
Thu 19 October: 18:00 to 21:00
Fri 20 October: 18:00 to 21:00

Please be aware that your E-ticket is strictly personal and non-transferable. Identification with your ID/passport is mandatory which means your items cannot be picked up by someone else.

Also, don’t forget to complete your details before ADE to make sure we have all your details for your personal badge.