Cheerful Music made its debut at Amsterdam Dance Event 2025 with a showcase that stood apart from the rest. As the only Chinese music company to host an independent stage at ADE, the label presented its “Building The Bridge” event at Escape Club, one of Amsterdam’s most iconic nightlife venues. The night marked a major step in the label’s mission to connect Eastern and Western music cultures through collaboration and creative exchange.
“We wanted ADE audiences to experience a different side of Chinese music,” said Cheerful Music founder and CEO Snow J. “It’s not traditional, and it’s not 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.”
Building Cultural Bridges Through Sound
The “Building The Bridge” showcase gathered artists, producers, and label representatives from around the world in an atmosphere that encouraged openness and discovery. The event’s concept was simple but powerful: to connect creators and audiences globally through music, innovation, and shared inspiration.
Cheerful Music also introduced Chinese liquor brand Jiangxiaobai to the stage, incorporating a tasting experience into the night. For many attendees, it was their first encounter with baijiu, offering a direct taste of Chinese tradition alongside the performances. The element gave the evening a deeper cultural layer, merging flavor and sound in one setting.
Traditional Instruments Meet Modern Production
One of the most talked-about moments of the night came from Chinese artist MARSIX, who performed live using the pipa, a traditional Chinese string instrument. By integrating the pipa’s tonal language into electronic arrangements, MARSIX gave audiences a firsthand experience of how traditional Eastern sounds can expand modern music production.
The performance sparked new ideas among European producers and highlighted how the differences between musical systems can become sources of creativity. The pipa’s phrasing and tuning introduced unique timbres and rhythms rarely heard in club settings.
The event also featured joint performances between Chinese and European artists. Dutch producer Marco Nobel joined Chinese musician Daven Wu to merge Eastern melodies with Western electronic rhythms, creating a fresh, hybrid sound. Dutch artist Madism followed with a remix of Silk Ye’s song, bridging two different production styles into a cohesive performance.
The crowd’s energy kept the night going beyond its scheduled end time, with an encore that captured the spirit of the showcase — a true celebration of connection through music.
Looking Ahead: Expanding Global Dialogue
During ADE, Snow J. was invited to speak about the international growth of Chinese music, sharing how Cheerful Music continues to develop collaborations that bring Eastern and Western musicians together. “As a label that blends both influences, we’re committed to dialogue and exchange,” she explained. “ADE allows us to amplify the Chinese voice while creating real opportunities for global partnership.”
Following its success at ADE 2025, Cheerful Music plans to expand its international collaborations and invite more global artists into projects that reflect shared cultural creativity. “Building the Bridge” has become more than a theme for the label — it represents an ongoing effort to shape how Chinese music interacts with the rest of the world.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
