Inside Amsterdam: How Two Brothers Built PIV - the Global House Music Movement from Amsterdam to Ibiza

In this Inside Amsterdam edition of Loud & Unfiltered, we sit down with Nilz and Jordi Pronk, the brothers behind PIV Records - one of the most respected names in house music. Celebrating ten years of PIV, the pair open up about how a small soulful-house night in Amsterdam became an international movement shaping modern underground club culture. From wild ADE pop-ups on trains and rooftops to their residency at Cova Santa Ibiza, they reveal how community, family energy and a love of quality house have driven their success. They discuss balancing art and business, working with legends like Kerri Chandler, the roots of Amsterdam’s house scene, and why they call their ethos “Underground for the masses.” What You’ll Learn: How PIV Records grew from a local club night into a global brand The origin of the Underground for the Masses philosophy Why ADE remains the world’s most important meeting ground for house culture How PIV built an international following across Ibiza, LA and Miami The importance of community, collaboration and staying authentic Lessons from working with Kerri Chandler and other house pioneers How Nilz and Jordi balance creativity, family and business growth Subscribe to Loud&Unfiltered for more unfiltered conversations with music industry leaders, innovators, and cultural entrepreneurs and connect with us on Instagram https://www.instagram.com/jukeboxpr/ Key Moments: 0:00 Introduction & Early Inspiration for PIV Brief: Founders discuss how PIV started, inspiration from house music, and early DJ experiences. 0:36 Meet the PIV Founders – Friendship and Amsterdam House Journey Brief: Hosts and guests introduce themselves, share their long-standing history and the beginnings of PIV in the Amsterdam music scene. 02:12 What ADE Means to DJs & PIV’s Event Week Activities Brief: Significance of Amsterdam Dance Event, the special nature of the week for DJs, and highlights from recent PIV events. 03:45 Prioritising Quality House Music – PIV’s Philosophy and Evolving Sound Brief: Why PIV focuses on quality and variety in house music, embracing sub-genres and staying grounded in their origins. 05:00 Organising Unique Music Experiences: Train Parties, Loft Sessions & More Brief: Creative PIV event concepts like the train party, rooftop sessions, and how they innovate beyond typical club nights. 07:09 PIV’s Growth: Building a Label, Family, and Community Brief: Stories of label growth, working as brothers, team expansion, and creating an inclusive, positive community atmosphere. 10:00 Building an International Brand and Audience for PIV Brief: How PIV’s sound and shows spread internationally, the impact in America, and collaborating with other music organisations worldwide. 11:40 Artist Selection and A&R: The PIV Approach Brief: Criteria for signing artists, fostering synergy, supporting talent, and maintaining label standards. 14:00 Iconic Parties and Memorable Moments Brief: Recounting favorite and most legendary PIV parties, milestones, and showcase stories. 18:14 Ibiza Residency and Integrating PIV’s Unique Sound Brief: Discussion of PIV’s multi-year residency at Cova Santa in Ibiza, programming, and venue adaptation. 20:02 Personal DJ Journeys – From Football Dreams to International Gigs Brief: Founders share personal life stories and their transition from sports to music careers. 24:46 Breaking Out Internationally – From Local Gigs to Global Recognition Brief: Discussion of key releases, showcases abroad, and what launched PIV on the international stage. 26:34 The Value of Authenticity, Longevity & Influence Brief: Reflections on staying true to one’s sound, achieving career longevity, and influencing global listeners. 29:12 Social Media, Branding & Community Building Strategies Brief: How PIV used Twitch, social media, and innovative promotion to grow their brand and stay connected. 30:47 PIV’s Future: Expansion, New Sounds, Global Opportunities Brief: Plans for new shows, exploring new regions, supporting both legendary and emerging artists. 36:09 Challenges in Promoting – Balancing Legacy, Talent, and Financial Realities Brief: Honest look at balancing bookings, ticket sales, supporting legends, and business realities in music promotion. 40:00 Adapting The PIV Sound: Hybrid DJ Sets and Musical Diversity Brief: How PIV adapts for different crowds and events, evolving their label and exploring sub-genres while staying true to their core values. 42:08 Family, Teamwork & The Motto for PIV’s Next Decade Brief: Reflections on sibling partnership, brand values, and the guiding principles for the future: “Underground for the Masses, Roots Over Hype.”