Everything about House Of Narratives work for the 40th edition of Amsterdam Roots Festival, Europe's leading event on multicultural music and arts.
The Amsterdam Roots team specializes in showcasing top-notch artists who may not have access to modern methods of promoting their music on a global scale, providing them with a platform to share their musical works with audiences from around the world. With a fascinating range of acts, the Amsterdam Roots Festival aims to showcase the diversity and beauty of musical culture worldwide. The festival culminates in a large outdoor event known as Roots Open Air where 50,000 people come together to watch and dance to over 40 performances, complemented by indoor events taking place in various live music venues in Amsterdam including: the Bimhuis, the Melkweg, Paradiso, the Tolhuistuin, the North Sea Jazz Club, Metropolis Zuidoost, Hiphop Academy, and more - with additional venues added every edition. The first edition of the Amsterdam Roots Festival took place in 1983 at the Melkweg, under the name 'Africa Roots Festival,' featuring renowned African artists seeking fame in Europe. In 1987, the festival expanded to embrace a more global perspective, welcoming all cultures, and was renamed the 'World Roots Festival.' Over the years, the festival continued to grow, expanding to multiple locations around Amsterdam and collaborating with more partners. Eventually, it adopted its current name: the Amsterdam Roots Festival.
We know this festival as the Netherlands' pioneering and sole event with a diverse, international lineup celebrating global cultural traditions. This distinction is owed to the festival's founders and programmers, who have consistently exhibited creativity and determination in showcasing emerging artists from around the world. Throughout its 41-year history, the festival has remained anchored in cultural heritage ("roots"), resonating with universal human values and shedding light on lesser-known cultures. It also recognizes Amsterdam's diverse diaspora, which has enriched the city over the past four decades. Emphasizing the importance of amplifying their creative voices, the festival fosters a welcoming environment that embraces diversity. Over time, the event has evolved to include various disciplines and activities such as dance, theater, workshops, expositions, lectures, a kids program, and a bazaar offering various international delicacies and traditionally crafted goods.
Hip-hop, flamenco, amapiano, reggaeton and more: while these music genres are now part of our everyday soundscape, they were still very new to Dutch ears not so long ago. The festival played a pivotal role in broadening the Dutch musical landscape, introducing new and diverse genres to audiences across the country. That is why, for many Amsterdammers, the festival is known for its summertime gatherings in the park, where late warm evenings are complemented by Surinamese or Indonesian snacks from the bazaar and the discovery of new, artistic sounds from continents far away. Many music aficionados from the Netherlands and abroad made Amsterdam Roots Festival their yearly music adventure, providing an opportunity to explore names that may not yet be widely recognized but offer fresh and exciting perspectives.
For the 40th edition of the Amsterdam Roots Festival, House Of Narrative collaborated with the festival team in marketing, communications, and partnerships. This milestone edition was larger than ever before, with events taking place at various venues across Amsterdam. After two years of modified editions due to the pandemic, the 2022 festival aimed to celebrate its anniversary in full force, inviting all residents of Amsterdam to come together and enjoy the diverse and international lineup of programs throughout the city. House Of Narrative assisted in facilitating effective communication about the festival's venues and programs. This included managing social media channels, handling press relations and partnerships, crafting compelling copy, overseeing the production of the aftermovie, and coordinating teams of photographers throughout the week.
The most significant challenge was creating copy and visuals that not only captured the festival's overall identity but also celebrated the diverse range of audiences and the unique stories and voices of the incredible artists involved. From the lively dance vibes of a block party to the interactive kids' program, the sophisticated theater performances to the late-night cosmopolitan jazz evenings, the diversity of experiences and audiences was vast. With each venue and performer offering a unique atmosphere that demands a different audience, the task was to authentically capture these diverse experiences in marketing and communications - while staying true to the festival's identity.
It was a true honor to witness the range of nationalities and sounds that filled the air throughout the week. For example, this year's lineup featured a diverse array of headlining artists. Brazil free-jazz sounds were programmed for the Bimhuis with Kiko Dinucci, while the Muziekgebouw aan 't IJ hosted a double concert by renowned Malian superstars Ballaké Sissoko and Habib Koité & Bamada. Meanwhile, Amsterdam Zuidoost was the center of upcoming, local and young hip-hop artists, and Said Mouhssine from Morocco delivered a captivating performance of experimental dance and acrobatics. Mystic Indonesian sounds from Nusantara Beat enchanted audiences in the parks, complemented by Ghanese Frafra Gospel queen Florence Adooni. Cutting-edge beats rooted in Amapiano and Afrobeats originating from South Africa, were brought to the festival by DJ Waxfiend and Ricks during the block party in the park. Additionally, the musical collective Groupe RTD, one of East Africa's best-kept musical secrets, made their debut outside Djibouti - no foreign partner ever worked with them before.
This is just the tip of the iceberg of all artists that added to the diverse program: musical voices rooted in diversity brought to the heart of Amsterdam. With the help of the amazing team, working together with a graphic artist that helped to make visuals close to every identity of the artist, the amazing director of the festival, the passionate programmers, skilled photographers and filmmakers. From the lively bazaar to the inspiring expo: through these efforts, we ensured that every artist, every venue, every part of the program was represented and honored, contributing to the overall success of the Amsterdam Roots Festival.
House Of Narrative assisted in facilitating effective communication about the festival's venues and programs for the 40th edition in 2022. This included managing social media channels, handling press relations and partnerships, crafting copy, overseeing the production of the aftermovie, and coordinating teams of photographers throughout the week. Listen to the sounds of this edition - and many more - here. Credits to the image go to the team of Florence Adooni.
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