In March 2026, We Group (the event collective formed by The Fair, We Are Placemaking and We Are OPS) delivered the return of one of electronic music’s most iconic industry gatherings: Winter Music Conference (WMC).
A cornerstone of Miami Music Week since 1985, Winter Music Conference has long been recognised as a meeting point for artists, executives, promoters, brands and emerging talent shaping the future of dance music. Following its acquisition by We Group, the 36th edition marked a new chapter for the conference and a significant milestone in the company’s growing international events portfolio.
Hosted at the Kimpton EPIC Hotel in Downtown Miami, the official hotel of Miami Music Week, the sold-out event welcomed delegates from across the global electronic music community for three days of industry insight, networking, artist development and live music experiences.
Reimagining an Industry Institution
Bringing back a globally recognised event carries both opportunity and responsibility. Our objective – in collaboration with Ultra Music Festival – was to honour the legacy of Winter Music Conference while creating a modern experience that reflected the needs of today’s electronic music industry.
From strategic planning and programme development through to sponsorship, marketing, production and on-site delivery, We Group led every aspect of the event’s execution.
The conference featured two dedicated content streams – Industry and Creators – designed to serve different audiences within the electronic music ecosystem. Across three days, delegates attended 38 sessions including keynote interviews, panels, workshops, A&R meet-and-greets, networking mixers and an interactive gear exhibition.
Speakers included global electronic music icons Armin van Buuren and Sara Landry, alongside executives, innovators and creators discussing topics ranging from AI and streaming to artist development, creative ownership and the future of dance music.
Building Experiences Beyond the Conference Floor
A key ambition for the event was creating a seamless experience that extended beyond traditional conference programming.
Working alongside partners including adidas, Beatport Live, TikTok Live, AlphaTheta and L-Acoustics, We Group developed a series of activations, networking opportunities and brand experiences designed to encourage meaningful connections throughout the week.
Alongside the conference programme, we produced three poolside label showcases in partnership with Beatport Live, featuring Mood Child, Rekids and Hot Creations. These events created additional opportunities for artists, delegates and industry professionals to connect in a more informal environment while showcasing some of the most influential labels in electronic music.
We also launched We Group Hi-Fi, a free evening event series hosted at Miami Sound Bar. Featuring takeovers from Brobot Records, Free Your Mind by Arielle Free and The Disco Express, the programme expanded access to Miami Music Week and brought new audiences into the WMC ecosystem.
Delivering Results
The return of Winter Music Conference was met with strong demand from across the industry, with the event selling out and successfully re-establishing itself as a key fixture within the Miami Music Week calendar.
The event generated an estimated $212,000 in earned media value, supported by more than 4.4 million views, over 300 media placements and more than 100 social media posts. Engagement remained high across conference sessions, networking events, showcases and evening programming, while partners benefited from integrated brand experiences that enhanced both attendee experience and commercial value.
Feedback from attendees, speakers, partners and artists reflected the impact of the relaunch.
Adam Rapchik, Head of Festival and Expo Partnerships at StubHub, described the event as “amazing”, highlighting the quality of speakers, panels and networking opportunities, while noting the excitement surrounding the conference’s return.
Looking Ahead
Winter Music Conference 2026 demonstrated the continued importance of bringing the electronic music industry together in person.
For We Group, the event showcased our ability to acquire, reposition and deliver globally recognised event brands while creating experiences that balance commercial success, cultural relevance and community impact.
As Winter Music Conference continues its next chapter under We Group’s production, the foundations have been laid for future growth, innovation and international industry collaboration.
