Smirnoff Ice Hosts Hardcore Stage at Dominator Festival

Smirnoff Ice hosted a dedicated stage, "Cold Classics," at the Dominator Festival in the Netherlands last weekend, focusing on the evolution of the Dutch hardcore dance music scene. The brand has been associated with this genre since the early 2000s. The "Cold Classics" stage served as a gathering point for hardcore dance enthusiasts over two days, featuring DJs who have championed the genre for decades and revisiting sounds from the 1990s.

Headliner DJ AniMe performed on the "Cold Classics" stage, returning to her roots in hardcore music after sets on other stages at the festival. She stated that hardcore is where her musical journey began and expressed her belief that the genre, while evolving, will "never die." DJ AniMe played classic tracks such as "Detonate," "A-Bomb," and "Hardcore Machine," which she noted stood out against the melodic hardcore releases of their time. She emphasized the emotional connection listeners have with her music, describing it as a feeling that transcends words.

Smirnoff Ice aimed to enhance attendee interaction through its "Freeze Point" activation, an immersive experience designed to create a collective cooling effect using wind, lighting, smoke, and special effects. Attendees also had the opportunity to sample products at the Smirnoff Ice bar and engage with other interactive displays throughout the festival area, reinforcing the brand's presence and connection to the hardcore music community.