Outside the US, one outdoor music event called Sensation White has caught on as one of the big music events for fans of offline and online music. It was developed in the Netherlands and was coordinated by ID&T before gaining ground elsewhere, and has now been established in many countries across the globe. For the five consecutive years, this indoor dance event was exclusively organized in the Amsterdam Arena, until the year 2005, but it now draws immense crowds in countries including Spain, Germany, Poland, Chile, Hungary, Latvia, Belgium, Czech Republic, Denmark, Lithuania, Russia, Brazil and Portugal.
Sensation White Music: Bringing the Online Vibe to Offline Dance Music
Basically, Sensation White is electronic dance music with repetitive hypnotic beats; most commentators classify it as a house or trance music event. Each and every person who attends this Sensation White dance event is required to dress in white only, and the event’s home, the Arena of Amsterdam, is also decorated in white to match. Sensation White even has its own slogan that promotes dancing in white.
Each event of Sensation White has nearly 40 to 50,000 tickets that are available. Each Sensation White event has run yearly, with no year-to-year gaps, in the Arena of Amsterdam in the month of July on the night of the first Saturday. The German version of this event of Sensation White takes place on the New Year’s Eve in Dusseldorf, and from country to country the dates of the other events may also vary. The original event was organized for the first time in the year 2009 on the two consecutive nights of 3rd and 4th of July in the arena of Amsterdam, but since its beginnings, the event has evolved an established day, time, and vibe that people all over the world seek out.
The DJs: Sensation White’s Big Names
Several prominent DJ’s and artists have made appearances at the Sensation White music event, including:
- André Tanneberger
- Darren Emerson
- Armin Buuren
- David Guetta
- Ferry Corsten
- Erick Morillo
- Johan Gielen
- Paul Dyk
- Marco V
- Fedde Le Grand
- Sander Kleinenberg
- Sebastian Ingrosso
- Laidback Luke
- Felix Da Housecat
- Rank 1
- Steve Angello
Beyond Genre: Sensation White’s Recent Changes
Although Sensation White was established as a trance dance phenomenon, in recent years it has started to shift away from that identity. The most recent Sensation White event was criticized by several trance dance fans, who felt that the event featured far more DJs who prioritized electro and house numbers to the exclusion of the traditional trance focus. Partly, this is motivated by money and keeping up with the trends, but fans disagree about whether this change is for the best.
According the organizers of the Sensation White musical event, the demand and popularity of trance has been decreasing for several years. From this perspective, it seems that through their recent changes Sensation White has accepted and acclimated shifts in demand by changing their broadcasting in reasonable ways to include more of the electro and house mixes many fans now expect.
However, despite the larger trends away from trance, European trance fans and DJs still hold a strong portion of the market and the attention for events like these, and Sensation White is paying attention to that fact. The trance/energy segment of the event has more than 30,000 fans and being sold out more quickly than it ever did before. Surprisingly, the 2008 Sensation White event included just has once primarily-trance DJ in their line of DJs, while techno and house received significant attention. The next year, though, perhaps in response to fan pressure, the Amsterdam Sensation White event in 2009 focused again on the trance roots that had grown the phenomenon in the first place — and attracted the fans that continue to flock to it every year.