Juno Coolen
By Juno Coolen

From January 2017 on the Heineken Music Hall will be called AFAS Live. The software company will take over the popular venue after 15 years, because the company sees potential in the concert location. The company will shift its focus more towards the business market next to the concerts and events. The front of the location will get a new look and the corporate identity will be visible. Heineken will remain the brewer of the venue.

The software company didn’t want to call the new location ‘AFAS Music Hall’, because they think that the words ‘Music Hall’ focus too much on music. The location is suited for more than only concerts and events. AFAS already sponsors other organisations like AZ & the circus theater in Scheveningen.

The internationally famous Heineken Music Hall opened its doors in 2001. The location is also known for its Hardstyle events such as Radical Redemption: The One Man Army, X-Qlusive B-Front and I Am Hardstyle. The venue welcomes 600.000 visitors annually and the hall is able to accommodate 6.000 visitors.

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