Dutch Dance Promoter ID&T Opens Up Down Under

Amsterdam-based dance promoter ID&T is setting up offices in Sydney, Melbourne and Brisbane this month, its managing director Duncan Stutterheim tells Billboard.biz.

"The dance scene in Australia is very healthy," says Stutterheim. "Some of the bands are better than those in Europe, and audiences are supportive of live events. True, there are probably too many dance festivals here, but ID&T is confident that the wow factor we have at our events will make us stand out."

ID&T tested the market by staging its Q-Dance festival in three cities in February. It will work with dance promoters Simon Coffey and Brad Drummond as local partners and plans up to 14 shows in Australia by the end of 2009.

ID&T's Sensation, which was introduced in 2000 and held in 22 countries, will make its debut on New Year's Eve at Telstra Stadium in Melbourne, to 45,000 people. Aside from DJs, the Sensation concept includes acrobats abseiling from the ceiling, carnival floats, fireworks, laser shows and a crowd wearing all white.

The Melbourne show will cost $4.5 million Australian ($2.95 million) to stage, Stutterheim says. He notes that 40,000 tickets have been sold; prices range from general admission $135 Australian ($88.76) to $7,500 Australian ($4,931) for dinner table service for ten.

The Trance Energy brand will be introduced over the Easter long weekend, with shows in Sydney, Melbourne, Perth and Brisbane to an estimated total audience of 45,000, adds Stutterheim.

ID&T has expanded into Spain, Chile and Russia this year. The company generated €33 million euros ($41.8 million) in revenue in 2007, and expects to hit the €40 million euros ($50.7 million) mark this year, Stutterheim estimates.