Connecting the live music industry
Friendly Fire and Loud Noise join forces
June11
Dutch concert promoters Friendly Fire and Loud Noise have announced a new strategic partnership aimed at elevating the live experience for fans of harder music genres. The collaboration will focus on jointly producing large-scale concerts across the Netherlands.
Rense van Kessel, managing director at Friendly Fire, expressed enthusiasm about the alliance: “For years I have looked at Loud Noise with great admiration. The shows and festivals they organize within the metal scene are very strong. I am confident that together we can bring both our activities in this area to a higher level and I am very much looking forward to the collaboration.”
Tjerk Maas, founder and co-owner of Loud Noise, echoed the excitement: “We are delighted to have found a strong partner in Friendly Fire and their European parent company FKP Scorpio to continue to grow as a concert promoter and bring even bigger metal shows to the Netherlands. Friendly Fire has already proven to be able to handle all formats of shows and we can’t wait for our first joint productions!”
About Friendly Fire
Friendly Fire is one of the Netherlands’ most prolific concert promoters, organizing over 3,000 concerts and events annually—from intimate club shows to major festivals and theater productions. The company works with a wide range of artists, including Dean Lewis, Hans Zimmer, The 1975, Snoop Dogg, and Kensington. Friendly Fire is also behind the acclaimed festival Best Kept Secret and the open-air series Live At Amsterdamse Bos.
About Loud Noise
Founded in 1998 and based in Eindhoven, Loud Noise has carved out a reputation as a powerhouse in the metal and hard rock scene. Originally a booking agency, it now operates as a concert promoter behind major festivals like Into The Grave in Leeuwarden and Dynamo Metalfest in Eindhoven, drawing up to 10,000 visitors per day. Loud Noise also promotes indoor shows in venues ranging from underground clubs to arenas, featuring acts like Arch Enemy, In Flames, Powerwolf, and Kreator.
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