Written by: Kristiina Yang
Dazzling European audiences for 12 years and running, Dutch entertainment group ID&T announced on May 31 that it would finally be bringing its popular dance music event ‘Sensation White’ to the United States in October 2012.
The event, which will be called Sensation America, is slated to make its debut in Brooklyn, New York at the city’s brand new Barclays Center, a sports arena that will open just one month before Sensation arrives. Due to anticipated high demand, the event will take place on two back-to-back dates, Oct. 26 and 27.
What makes this event particularly unique is that all of its attendees are asked to wear all white clothing, creating a sense of unity amongst the crowd. Sensation has marketed itself upon the slogan, “Be Part of the Night- Dress in White!” and has consistently sold out its tickets with each event hosting approximately 40,000 to 45,000 attendees, with a similar number expected to be seen donning white outfits at Sensation America.
Sensation is one of the foremost electronic music events, beginning in Amsterdam in 2000 and spreading across major European cities and for the first time this year to locations around the world in the United States, South America and Asia. Less known about the event is that Sensation contributes a small portion of its ticket sales to its exclusive charity, dance4life, a worldwide youth empowerment organization.
What has made Sensation so popular and successful is the high production value of the event and the organizer’s ability to recruit talented and upcoming electronic music artists. Sensation has always occurred in indoor spaces with ID&T carefully crafting a unique atmosphere with its enticing decor, lighting design and spatial layouts, greatly contributing to the audiences’ experience at the event.
Further, the spread of Sensation from Europe to America follows the rising popularity of electronic dance music, with greater presence of this type of music on radio airwaves and at various festivals around the world. While in the past, these artists were limited to smaller venues and nightclubs, massive events, such as Sensation, demonstrate their new prominence in today’s popular culture. The artists for Sensation America have not been announced yet, but are sure to be those well-known in the electronic music world.
Some are skeptical, however, about the success of Sensation in catering to American crowds, with thoughts on the event being shared on numerous electronic music websites and blogs upon its announcement. Such skeptics feel that electronic music itself is more appreciated in Europe than in the US and that people may attend the event without having the sense of camaraderie that exists amongst fans of any type of music, rather attending for Sensation’s showiness.
Regardless, October’s Sensation America will prove to be a unique, groundbreaking event bringing a cornerstone of contemporary electronic music to the United States. For those ages 21 and up, ticket sales begin on Friday, June 8, 2012 on Sensation’s website, where further information can also be found.
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