In a city better known for punk, ports, and persistent grey skies, a new generation of clubbers is building something bold. AOS isn’t just another event series — it’s a pulse. Fueled by post-pandemic hunger, global references, and a tight-knit community, this Hamburg-based collective is turning cold warehouses into hotbeds of energy, sound, and sweat.
With lineups that balance underground icons and new-generation risers, their mission is clear: push dance culture forward without losing what made it special in the first place. Ahead of their biggest event yet — AOS Festival 2025 on August 23–24 with Héctor Oaks, MRD, DJ Swisherman, MCR-T, and southstar — we spoke to the team about their vision, roots, and what’s still to come.
Let’s start with the name—AOS. What did you set out to build when you launched this brand? Was it a reaction to something, or a vision you’d been shaping for a while? Was there a first night that made you feel: “Okay, this is it”?
The younger generation never really got to experience clubbing because of COVID. When we held our first event at the PAL in 2023, it quickly became clear that many people either missed or had never truly felt the vibe of a real techno party. With AOS, we aim to translate the sometimes challenging world of techno into something both accessible and exciting.
That first night at the PAL hit like a bombshell. We knew we were in the right place at the right time to introduce this new generation to the world of clubbing. This generation was open to exploring new sounds as well as revisiting old ones, and with this foundation, we felt confident we could build something truly special.
Hamburg isn’t always the first city that comes to mind for dance culture, but it’s clearly part of your DNA. What makes your scene different? What energy are you trying to channel or create with your parties?
Hamburg isn’t the most welcoming city when it comes to the dance scene, but we’ve always believed it has the potential to become a true hub for dance culture. We try to bring new trends to the city, while also teaching the roots and rules of proper clubbing. Our goal is to give people something fresh—something that lingers in their minds for days after the party. The scene feels like it’s on the rise, even if the city itself can be challenging at times. But maybe that’s exactly why we love it.
From the outside, your events feel like more than just parties—they feel like a real community. How intentional was that from the beginning? How do you keep that feeling as you grow?
We’ve never wanted to lose sight of what got us to where we are today. That’s why we always make an effort to give back to the community, whether through more affordable events, family givebacks, or intimate gatherings that keep that close-knit vibe alive. Our community isn’t just our foundation — it’s a core part of our brand identity. If you lose that connection, you lose everything. That’s why it’s so important to us that the people feel like a part of the AOS journey, not just as guests, but as active contributors to the process.
Your lineups hit that sweet spot—big enough to draw attention, niche enough to feel personal. What’s your philosophy when booking artists?
We’re always on the lookout for fresh sonic experiences — something that surprises our guests but also resonates with what they truly want to hear. That balance allows us to keep things personal and intimate while still grabbing people’s attention. For us, it’s just as important that the new generation hears legends like DJ STINGRAY313 as it is that they discover the latest sensations coming out of Berlin.
Every lineup we curate is designed to tell a story. We follow a clear artistic vision in our bookings so that the listening experience feels intentional and cohesive from start to finish. We’re not here to imitate what others are doing. We’re creating our own AOS soundscape, rooted in a diverse, global network of artists.
What’s the hardest part of making events happen right now, besides the obvious logistical stuff?
We always aim to offer our community something fresh, especially when it comes to venues and locations. Our philosophy is that every party should be a one-off experience — something unique that won’t happen the same way twice. That’s why we constantly challenge ourselves to discover new spaces. Hamburg isn’t exactly generous when it comes to off-locations — it’s genuinely tough to find suitable ones. But that’s also what makes it exciting. And in the end, the feedback we get from our community when we reveal a new venue always makes the effort worth it.
What’s the dream version of AOS you haven’t built yet? What’s a lifetime achievement you’re manifesting for the brand?
One of our biggest dreams is to create a four-day AOS festival, somewhere hidden in the woods near Hamburg, with camping, nature, and full creative freedom. A space where we could finally bring together all the artists we’ve ever wanted to book. Who knows — maybe it’s not that far off.
If someone asked you what AOS stands for—not the letters, but the feeling—what would you say?
AOS is an energy generator <3
AOS Festival 2025 lands August 23–24 in Hamburg, bringing two days of high-intensity raving, outdoor and indoor stages, and a stacked lineup including Héctor Oaks, MRD, DJ Swisherman, MCR-T, and southstar. Tickets are already flying — get yours now via XCEED.
