Live Experience
For the fifth consecutive year, ERA partnered with YouTube to deliver its flagship festival in Amsterdam, celebrating the platform's 20th anniversary with an unforgettable live experience. From creative concept to full-scale production and social amplification, the event reached more than 15 million people and set a new benchmark for brand experiences.
For the fifth year in a row, YouTube asked us to bring the platform to life. Together we turned the Johan Cruijff ArenA into the stage for YouTube Festival 2025, celebrating 20 years of YouTube with a night that was bigger, bolder and closer than ever before. From concept and programming to full-scale production, ERA brought the theme Sports & Music to life. The stage was built right up against the grass, creating an experience unlike anything before. We designed every touchpoint, from pre-experience to the afterparty, to feel dynamic, relevant and unmistakably YouTube. We sourced a wide range of local and international faces for activations, performances, hosting and speaker slots, ensuring a broad creative mix that kept the show alive from start to finish.
A milestone edition that raised the bar yet again. With performances by Armin van Buuren, Emma Heesters and Broederliefde, the night set a new tone for how culture lives and evolves online. We built a social strategy to expand the event's reach well beyond the ArenA. Around 15 unique content pieces were created with the most relevant talent attending, combined with UGC and guest content, generating a total online reach of over 15 million for YouTube Festival Amsterdam.
