Milkshake Festival is an open-minded electronic dance festival that has made its mark in the city centre of Amsterdam. In previous years there have been 9 stages per day that showcase (inter)national event organizations, artists, and performance artists. The most played genres are electronic, house, disco, pop, techno, R&B, and dancehall. Around 40,000 people attend the Milkshake Festival every year.
Rembrandt M&A advised the shareholders of Paradiso on the sale of their ownership rights in the Milkshake Festival to ID&T (part of Superstruct). The ID&T Group unites 90 festival and nightlife icons under one roof, connecting underground and mainstream, both live and digital. Brands include among other Defqon 1, Mysterland and Awakenings.