BnB Spotlight: We Are E

Written by Erik Buis

We Are E is a Dutch artist agency representing hotly tipped artists such as Darko Esser, Oliver Weiter, Sandeep, and Arjuna Schiks amongst others. While most artist agencies do just that, We Are E takes things a few steps further. The close cooperation between management and artists alike have formed a family feeling, which is further emphasized by their Welcome To The Family events.

This year's ADE, in full effect now, sees the agency hosting a brand new showcase. While Sven Vath and his posse will be spinning his tunes in the main room of the Amsterdam Powerzone club, the We Are E family will rock the venue's second room. In other words, more than enough reason for us to go and have a chat with the driving forces behin the agency.

First off, please tell us, who or what is We Are E?
We Are E is a Dutch artist agency founded by Frenk Wiersma, Tjeerd Bijnsdorp and Pieter Ridder in February 2009. We Are E manages and books techno and house talent that rises from the rich Dutch dance soils.

Ready for a history class? Well, here we go:
Back in 2008 Pieter started an artist agency: Squz Agency. With it he represented Dutch techno prodigies Rauwkost as well as other acts. At that time Frenk and Tjeerd were running their promotion and event organization Evotions, known for their Cocoon NL and Timewarp NL events. The two were looking for new experiences and challenges to broaden their venture in the dance industry and by the success of Rauwkorst they got in contact with Pieter. Together they founded We Are E and set their goals for the future. Right from the start Kelly Peelen companied the partners in the agency, first as an intern, but later as a full time colleague. She started, and still does, the promotion for both We Are E brand and their artists.

What has been the main idea behind the agency?
We specialize in young talented artists. Although it's a risky venture, it was the kind of freshness we were looking for while establishing the agency. We became a platform which nourishes young talented artists, guiding and helping them to achieve their personal goals in the music industry, but we are also supporting more established artists who are looking for a more hands-on approach towards their career.

The company positioned itself as a company who cares a bit more, more about the artist but also more about the promoters who books them. We like to have a certain connection with all our clients to achieve the best of all our ventures. A kind of idealistic approach, isn't it?

How about the We Are E's artists? What makes them so special in your eyes?
Did you ever heard of the TV show called the X-Factor? The title of the show is based on an expression of one of the jury member in the Dutch Idols. He used this term to explain the indefinable factor which separates a good singer from a 'popular' good singer. It's that little bit of extra that makes an artist popular, but what is it? That's the question! At We Are E we call this ability to entertain the E-factor. It's really indefinable in terms of how to achieve it, but it's important!

Besides, the overall care amongst the roster is great! We are like a little family were people learn from each other and appreciate each other. Open jealousy between fellow artists' in our roster is not appreciated. We are a happy bunch, aren't we?

We Are E seems to represent a solid balance of DJ's and live acts. Has this been a deliberate decision?
No not really, but we endorse DJ's who want to develop their productions skills. Releasing music is kind of a "must" nowadays in the industry. It is all about having your records played by the mayor jocks out there, and built a name from there.

We don't have a preference for either though. Both DJ's and live acts use different techniques to tell their musical story. We simply like the stories of both!

What are the criteria for an artist to be included in your roster?
An artist at We Are needs to be disciplined to achieve goals, have an active attitude towards the scene, but most of all talent for the music and technique. Add to this the so called E-factor and you have all the criteria you have to meet to be represented by We Are E. Of course potential We Are E artists need to have a nice personality as well. With us being a small family, we don't like them bad.

We Are E seems to be an all-Dutch affair in terms of artists at this moment. Any plans to 'go international'?
An all Dutch affair? Hmmm, yeah. But we still are a young 'Dutch' company, so it was sort of a given that we started here with Dutch artists doing Dutch shows. But sure, we have plans to go international. We believe we first have to establish a sturdy base in the Netherlands before exporting our concept.

Besides, a respected colleague of ours, who is kind of Pieter's mentor, once told him that you would never be able to 'know' all the hot places in the world, making connections to them and maintain a big roster like We Are E haves at the same time. It's simply impossible; we think he has a certain point there.

We are certainly looking for expanding across the Dutch border though, one way or the other. How we're going to do that? Being at the ADE is a start! J

We Are E is also infamous for its events here in the Netherlands. What can we expect during a typical We Are E bash?
We always try to have certain entertaining contributions to our events. Something nice or special, a collaboration for example. The collaboration between DJ Olivier Weiter and producer Arjuna Schiks is a great example of such a special project. We just give the guys the creative freedom to do what they do best: rocking the crowd.

On each and every We Are E bash, the majority of our roster is present, even if they are not playing. It enables us to get the unique atmosphere and friendliness we have in our roster. It's our way to connect fans to artists and visa versa. Maybe this description is kind of vague but when you visit one of our parties you will understand! Make sure to drop by at one of our parties in Studio 80, Amsterdam.

Life's about making choices. If you had to pick one of each of the below, which one would you choose (and why?)

Dutch or international?
Dutch probably? We are proud Dutchmen...well in case of Kelly: a proud Dutchwoman. Hahaha.

But to be serious, the level of talent in the Netherlands is great and maybe a bit un-recognized internationally. International media focuses mostly on a certain group of Dutch artists, while there is much more going on over here.

Upcoming talents or established names?
Well both, but we love working with upcoming talents, there is a lot to achieve with them. It's great to work together in achieving those goals in someone's career.

Live or DJ's?
Both, is that an option? Both are so different, and great in their own way.

More artists & less time OR less artists and more time?
Less artists and more time, we want to focus on success.

Daytime business or nighttime showcases?
Errrr, really what kind of questions are these? Damn, this one is hard!

We broke the rules by answering 'both' on the DJ vs. live-act question so we have to choose one right? Can we split up for this one? hahaha

Pieter: daytime business
Kelly: nighttime showcases

Festivals or indoor events?
Festivals, the sun can be your best friend! J

Club nights or mass raves?
Club nights, for the intimacy between artist and crowd.

House or techno?
A blend, some house with techno influences, or some techno with massive house influences. We lean a bit more to house these days, but we both love a good techno night at a rumbling industrial location.

The next 'We Are E' showcase will be at the Amsterdam Dance Event at Cocoon (23rd October, The Powerzone featuring Sven Vath, Extrawelt, Cassy and Chris Tietjen) What can we expect?
Madness! Do we need to say more? Ok, last year our showcase turned out really great. The upper room of the Powerzone was very busy and everybody was cheering and dancing all night. All the artists played sublime last year; check out the footage on our YouTube channel. You will find some footage of the We Are E shows, we still love to watch them!

What are your thoughts on the Amsterdam Dance Event? Any tips?
It's a great event, with so many professionals from the industry gathering in the same place. You can learn a lot during the ADE for your future career. The day-time program features great keynote speakers on very interesting topics. At night the best artists from all over the globe are spinning in clubs spread throughout the city. We are proud for Amsterdam having this conference; it's really unique in its kind.

Speaking of We Are E in a wider scope: how does We Are E see itself in the hectic world of artist agencies? Is there an urge to "beat" them and get to world domination? Smashing the idyllic Isle of Ibiza each summer with those Welcome To The Family bashes?
Luck happens when opportunity and preparation meet. Kind of vague? Really? As long as we know what it means...

Any other news or sleaze you want to share with our readers out there?
Sleaze? Not really, there should be a tabloid for the dance industry with paparazzi and stuff, hahaha. What a pain in the ass that would be...

Any news, well Daniel Sanchez's Cirkel Album is out now, a really dreamy collection of great dubby tracks. It's something completely different compared to his club sets, more a home/car album. But that's great, we love diversity.

Edu Imbernon remixed the XX for Young Turks, which came out superb! The remix is awesome as well! A great band, by the way.

Did we already mention we recently signed El Mundo & Satori? Amazing young talented guys, check out their upcoming remixes and releases, great dance floor stuff!

Reading this interview should have given you a proper impression of We Are E, but it doesn't stop here. After their showcase this Saturday the We Are E posse will continue to present themselves to the world via BeatsandBeyond.com. This Sunday sees the first episode of the BnB Presents We Are E | Podcast series. Be sure to check back here this Sunday and the 7 consecutive Sundays after that for a new, fresh and exclusive BnB podcast from one of the We Are artists! We will kick of the series with the BnB Presents We Are E | Arjuna Schiks Podcast.

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