Cheerful Music made a remarkable debut at this year’s Amsterdam Dance Event (ADE) — the world’s most influential electronic music festival. As the only Chinese music company to host an independent stage at ADE 2025, Cheerful Music presented its showcase under the theme “Building The Bridge,” aiming to connect Eastern and Western musical cultures through innovation and collaboration.

“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’s creative energy and artistic approach to sound and production.”

Building the Bridge Through Music

At the Cheerful Music showcase, artists, producers, and label representatives from around the world gathered in an atmosphere that was both energetic and open-minded. The performance took place at Amsterdam’s renowned Escape Club, one of the city’s most iconic nightlife venues, where audiences from different countries came together to experience this cross-cultural musical dialogue.

To connect artists, labels, and audiences from around the world through music, innovative ideas, and creative collaborations, we aim to build a bridge that provides Western artists and industry professionals with fresh inspiration, opportunities for cross-border partnerships, and insight into emerging trends from one of the fastest-growing music markets globally.

Cheerful Music also brought Chinese liquor brands Jiangxiaobai to the ADE stage, offering audiences a new and immersive experience. By incorporating the tasting of baijiu into the showcase, attendees were able to engage with flavors and traditions they might not have encountered before. Many first-time tasters asked with curiosity, “What is this drink? Its flavor is very unique!” This element added a deeper sensory layer to the event, enriching the overall experience beyond the music itself.

Another highlight of the night came when Chinese musician MARSIX performed live. He integrated the traditional Chinese instrument, the pipa, into electronic beats, allowing international audiences to genuinely experience the authentic character of this Eastern instrument. Since the pipa and its melodic system differ from Western music, incorporating it into electronic, pop, or experimental compositions can offer European musicians new timbres, rhythms, and harmonic ideas, providing them with fresh creative inspiration.

The event also featured powerful cross-cultural collaborations between Chinese and international artists. Dutch producer Marco Nobel joined Chinese musician Daven Wu to merge Eastern melodies with Western electronic grooves, creating an entirely new soundscape. Meanwhile, Dutch artist Madism presented a remix of Silk Ye’s song, exploring a new form of musical collaboration that blends different artistic approaches and opens up possibilities for creative exchange between Chinese and international musicians.

Originally scheduled to end at 3 a.m., extended due to the audience’s enthusiastic response. Amid cheers and applause, the DJ returned for an encore, closing the night with a powerful celebration of music as a bridge between cultures.

ADE Interview: The Path of Chinese Music Going Global

During ADE, Snow J. (founder and CEO of Cheerful Music)  was invited to join a ADE interview to discuss the internationalization of Chinese music.

She shared, “As a label that blends Eastern and Western musical elements, we are committed to promoting dialogue and collaboration between the two worlds. ADE is one of the most influential events in the global music industry. It not only helps us amplify the Chinese voice but also creates real opportunities for international cooperation.”

Building the Bridge, and Beyond

Through its vibrant showcase at ADE 2025, Cheerful Music presented to the world the diverse faces of Chinese music and deepened the cultural dialogue between East and West. From the live fusion of pipa and electronic sounds, to cross-border collaborations and cultural exchange on stage, every performance demonstrated that Chinese music is stepping onto the world stage in a brand-new form.

Looking ahead, Cheerful Music will continue to build its “bridge of music” — allowing more Chinese voices to be heard globally, while welcoming new international inspirations into Chinese music creation, together exploring endless possibilities for the future.