Turning a gear lab into a cultural moment

Traktor & ADE ⊹ Native Instruments ⊹ 2025

Built the positioning behind Traktor Mx2's launch — turning a platform DJs saw as professional-only into the entry point for a new generation — then anchored the physical proof at Amsterdam Dance Event, alongside NI's new OneLibrary partnership with AlphaTheta, making two DJ hardware ecosystems compatible for the first time.

Not an exhibitor at a gear lab — a celebration of the scene itself. The day ran as a deliberate arc, from production and mix/mastering sessions into DJing, closing with an evening mixer for 200+ VIPs across artists, media, and influencers, alongside brand partnerships with Beatport, Crossfader, and Keep Hush.

The story carried past DJ trade press into the mainstream — 85+ placements to a 2 million-strong audience, including Hypebeast and The Fader. The queue for "Richie Hawtin in Conversation with Native Instruments" grew large enough to need extra security — a session that's since led to an AMA-style follow-up on his DJing techniques, now at 300K+ views.

Social coverage became some of NI's most-viewed in the brand's history — 1.7M+ views, 39K engagements — with press including a full feature in DJ Mag, reaching 72M. Traktor MX2 went on to win a Rolling Stone Audio Award for Best Instruments and a TEC Award for Innovation in DJ Hardware.