The best of Amsterdam heads to SXSW

South by South West (SXSW), the world’s largest festival of interactive media, video and music, is getting a burst of orange this year, with the arrival of a special pavilion dedicated to Dutch digital media, film, and music.

From 12 - 16 March, the New Dutch Wave initiative will be hosting a booth at SXSW’s Interactive Expo, as well as the new Takeover House, which is a meeting place and showcase for Dutch digital innovation near the Austin Convention Center. The goal is to emphasise the leading position of Dutch cities as attractive destinations for talent and startups. There will be plenty of room for business pitches, panel discussions, matchmaking with investors, product demos, performances and a tour of local incubator programmes. Startup Envoy Prince Constantijn will officially open the Dutch Takeover House on 12 March.

Showcasing Amsterdam’s music and innovation leaders

The Amsterdam Dance Event (ADE) will also be heading to SXSW 2017, from 15 - 17 March. ADE, the world’s leading conference for the dance music industry, will be presenting showcases of Dutch music initiatives such as the Amsterdam-based online radio station Red Light Radio, the hip-hop and electronic music festival Appelsap, and local music company Dekmantel. Also presenting at SXSW will be the innovation programme known as Spectacular Arena Experiences, which is an initiative (Dutch link) of Amsterdam's Arena stadium. It is devoted to promoting innovations and apps in the fields of sport and live events.

The Dutch programming at SXSW 2017 is the result of extensive collaboration between many partners, including the City of Amsterdam, StartupDelta, Amsterdam Trade. amsterdam inbusiness, Amsterdam Smart City, the Netherlands Foreign Investment Agency, and the Ministry of Foreign Affairs.