The second full day of the Amsterdam Dance Event conference program largely focussed on brands and music, with panels covering brands in the live space and ad-funded music.

The composers and music supervisors’ workshop today (Oct. 24) featured Paul Hartnoll, previously one half of U.K. dance music veterans Orbital, alongside Saatchi & Saatchi New York's Eric Korte, freelance music supervisor Sergio Pimentel and DJ and musician Dave Dresden.

"Working to a brief is not easy for musicians but equally advertising agencies have to remember that if they ask a certain musician for their trademark sound there's no point in then asking them to sound like someone else," Korte said. "It's something that happens all too often."

At the “Towards A Free Future” panel, ad-funded music was under the microscope with attorney Kurosh Nasseri, a partner at Nasseri Music Business Solutions, questioning the idea of free music.

"The advertising industry is not going to provide solutions for the music industry and we shouldn't expect it to," he said.

Conversely Natasha Kizzie, head of entertainment at EURO RSCG KLP, pointed to the wider possibilities offered by using music giveaways to create a deeper relationship with fans.

"Groove Armada are currently preparing a four-track EP which will be the centre of a free music campaign starting early next year that is structured to reward downloaders for sharing the music with their friends," she said.

The live sessions at ADE featured three Dutch acts who are either very much on the cusp of international recognition or, in the case of Kraak & Smaak (PIAS), already there. The act, which is much hyped by the celebrity blogger Perez Hilton, delivered a DJ set called “Kraak & Smaak presents: Plastic People” which got a strong reaction and bodes well for their U.S. tour in November.

Now established in the Netherlands but touted as a future star by his label Sony BMG, DJ/producer Don Diablo presented the Benelux release (release in the rest of the world is scheduled for late 2008 and early 2009) of his new album “Life Is A Festival”. Although he played a DJ set for the Oct. 23 launch, on the LP he plays all the instruments himself and sings.

Finally, Noisia (Vision) from Groningen, who remixed the Moby track “Alice”, specialize in a blend of breakbeats, deep house and drum & Bass. The act is a fabulous, dynamic act with great tunes and growing international potential.