At this year’s Amsterdam Dance Event (ADE) 2025, a fresh voice from the East made waves on the global electronic stage. Cheerful Music, the only Chinese music company to host an independent showcase at ADE, made a powerful debut with its event “Building The Bridge” — a vibrant exploration of cross-cultural connection through music, innovation, and collaboration.
A New Chapter for Chinese Music Abroad
“We wanted ADE audiences to experience a different side of Chinese music,” said Snow J., founder and CEO of Cheerful Music. “It’s not just traditional, and it’s not just electronic — it’s the fusion of both. Our goal is to bring Chinese music culture to the global stage while learning from Western creativity and production techniques.”
Hosted at Amsterdam’s legendary Escape Club, the showcase became a meeting ground for artists, producers, and industry figures from around the world. The night unfolded as a genuine cultural dialogue — beats, melodies, and traditions flowing seamlessly between East and West.
Music, Culture, and Connection
Cheerful Music’s mission is clear: to create bridges between musical worlds, opening doors for collaboration and inspiration. Its ADE stage embodied this vision, blending performance, cultural storytelling, and sensory experience.
One unexpected highlight came in liquid form — Jiangxiaobai, a leading Chinese baijiu brand, partnered with Cheerful Music to offer tasting sessions throughout the night. Curious attendees were introduced to the unique aroma and flavor of baijiu, a symbolic gesture that extended the night’s cultural exchange beyond sound.
Tradition Meets Innovation on Stage
Among the standout performances was MARSIX, who fused electronic rhythms with the pipa, a traditional Chinese string instrument rarely heard in club settings. The result was mesmerizing — a sonic landscape where ancient tones met modern pulses. For many in the crowd, it was their first time hearing the pipa live, and the reaction was one of awe.
Collaborations were at the heart of the night. Dutch producer Marco Nobel joined Chinese artist Daven Wu for a dynamic live set blending Eastern melodies with Western grooves. Elsewhere, Madism unveiled a remix of Silk Ye’s track, a seamless hybrid of Chinese emotion and European house energy.
Originally scheduled to close at 3 a.m., the showcase ran into the early morning hours, extended by popular demand. The encore, filled with cheers and applause, felt like a symbolic moment — proof that music truly transcends boundaries.
The Global Conversation: ADE Interview
During ADE, Snow J. also participated in an official ADE interview panel on the globalization of Chinese music. “As a label that blends Eastern and Western elements, we are committed to fostering dialogue between the two worlds,” she shared. “ADE gives us a platform not only to amplify Chinese voices but to create real, lasting collaborations.”
Beyond ADE: The Bridge Continues
With its bold and forward-thinking showcase, Cheerful Music has positioned itself as a pioneer in bringing contemporary Chinese sounds to the world. From live fusions and remixes to immersive cultural experiences, the label demonstrated that the next evolution of global dance music might just come from the meeting point of East and West.
As Snow J. put it, “Building the bridge is just the beginning.”
