Joep Beving

Joep Beving
Joep is music producer and head of business development and strategy at MassiveMusic. After studying music, sociology and economics Joep started working as a copywriter in advertising. His love for music quickly led him to Amsterdam based MassiveMusic where he joined the company at the end of 2003. He has helped build the international name and fame of MassiveMusic and has worked on numerous campaigns since then. In the downtime Joep likes to write music under the alias I are Giant.

A Glowing Orb

Last week I was invited by artist Nick Verstand to come and ‘experience’ ANIMA 1 – iki: a glowing orb that simulates interactions between humans and artificial intelligence. The installation was first shown to the public during ADE, but I had missed the opportunity to visit. So I accepted the invitation wholeheartedly and asked my… More.

Happy Deed

“Imagine a world where everybody makes a commitment to do at least one deed that brings happiness to a complete stranger and doesn’t ask for something in return. Wouldn’t that be awesome?” Enter Happy Deed: a foundation that aims to help create a better world simply through incentivizing true social behaviour. “Do good, feel great and… More.


A word reminiscent of long gone schooldays. At least for us Dutchies. A break between mornings and afternoons packed with dusty schoolbooks and gazing at your French teacher’s luscious cleavage. A moment to ease the brain and process the algebra of a squashed cheese sandwich. A relic from the past. We hardly pause anymore. We… More.

What difference does it make?

OK, I know ideally our AAB inspiration write ups revolve around Amsterdam life and people. For this one, let’s say my colleagues and myself live in Amsterdam and are considered people (well at least during working hours). People that are really psyched about the release of this feature film about making music. What is so… More.

Storytelling on Steroids

Here’s a story for you. When I was a little boy (for those who know me, yes there was such a time), I would occasionally have a sleep-over at my grandparents. Having kids myself now, I realize mum and dad needed some time for making the beast with two backs now and then. But that’s… More.

The Tosti Factory

Urban gardening, swapping your home grown peppers for some chopped firewood for cooking. The crisis has some turn to a longing for and even pursuing a life in autarky. But what do you do when you suddenly crave for a tosti? The Tosti Fabriek set out to discover just that. From nothing to a toasted sandwich in… More.


Party at Trouw. Copyright: XLR8R and Marjolein Scheer When AAB briefed the small group of inspiration absorbing tentacles for this section of the blog, there was as much an emphasis on ‘what surrounds you’ as on ‘Amsterdam pride’. So for this post, I really had no other options than to bring last week’s Amsterdam Dance… More.

Pablo van Wetten

What inspires us in art is often the pain, suffering, dedication and manic sacrifice of the artist. It’s the path we do not dare to take, since the consequences are usually too remote from comfort. We appreciate and sometimes reward the ones who choose to live a more risk filled life then we see fit… More.

Alaska in winter

I was intrigued by the picture on this lamppost. The instrument looks exotic. Most likely self-build. And the software being used to record the audio also didn’t look familiar. Quite an unconventional set up, that made me curious to hear the sound. This guerrilla-type self-advertising endeavor seemed effective. At least for me. But I’m an easy… More.

The Spirit Molecule

  Inspiration is a stimulus. A catalyst for greatness in the world of ideas that may or may not be transformed into the tangible or physical world. It let’s us create things that are beautiful and meaningful. But what is truly inspiring to me is that we ourselves are a creation. Stuck in our 3-dimensional… More.