Red Light Jazz

Collaboration and Approach

The Red Light Jazz Festival is an annual international multi-day event held in and around Amsterdam’s iconic Red Light District since 2014. Founded by local entrepreneurs, the festival aims to revive the area’s rich jazz heritage while building bridges between old and new entrepreneurs, residents, and visitors. Since 2017, Mindset Media has been the festival’s dedicated marketing and communications agency. For over seven years, the agency has been responsible for the full communication strategy from brand positioning and storytelling to press outreach, social media campaigns, and visual content creation. Through this long-term collaboration, Red Light Jazz has evolved into a recognizable cultural brand that resonates with a broad audience from devoted jazz lovers to Amsterdammers and international visitors alike.

‍Amplifying Amsterdam’s Jazz Heritage

Red Light Jazz celebrates both established and emerging jazz artists from around the world. Performances take place at unique and iconic venues across the Red Light District, including Casa Rosso, Casablanca, the Olof Chapel, Hotel Prins Hendrik, and De Waalse Kerk. The festival pays tribute to Amsterdam’s deep connection with jazz, honoring musical legends like Chet Baker and Kid Dynamite, who are forever intertwined with the city’s cultural history. Beyond music, the festival brings communities together uniting local entrepreneurs, cultural organizations, and residents, while boosting the neighborhood’s economy and spirit.

Result and Impact

Over the years, Red Light Jazz has grown into a cornerstone of Amsterdam’s cultural calendar. Its blend of live performances, historical storytelling, and unique locations has positioned it as more than just a music event it’s a celebration of the city’s soul.