ABX grew out of the Sample Music Festival (2015–2025), an international meeting point for artists performing with MIDI controllers and turntables. These are performance-first instruments that can play any sound—so brands can be performed, not just advertised.
After years of building live showcases for audio brands at trade fairs, we realized the format works far beyond music tech. ABX connects street-born performance culture with brand storytelling through a global artist network and deep technical craft—creating moments people feel, film, and remember, while opening more fairly paid opportunities for artists.
Technology evolves so fast and we have so many ideas per minute, by the time you´ve finished reading this site it´s basically already out of date! Let´s talk instead.
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