Wiecher Troost is Head of Program at Amsterdam Dance Event (ADE), where he leads the creative direction of the ADE Pro conference, focusing on musical diversity, cultural relevance, and a balanced program that reflects the music industry and global music culture. He also oversees the development and implementation of ADE Lab, a talent development platform for emerging artists and professionals, and creates a diverse citywide Arts & Culture program. Recent highlights include collaborations that bridge electronic music with hip-hop, jazz, Baile Funk, and Afro sounds and global club culture, such as a tribute to J Dilla with the Metropole Orkest.

Wiecher is also the co-founder of Appelsap, the influential Amsterdam festival known for launching early Dutch shows with artists like Kendrick Lamar, Travis Scott, Disclosure, and Skepta. The festival was key in connecting Dutch audiences with the emerging UK scene, supporting artists like Stormzy and Dave in their early international rise. Since the pandemic, the spirit of Appelsap continues under a new name, Mad City, carrying forward its mission to spotlight boundary-pushing artists and global youth culture.

Earlier in his career, he co-founded Hendsum and Young, a boutique creative agency that pioneered brand activations rooted in Hip-Hop culture. He also worked in marketing at G-Star RAW, contributing to its landmark global partnership with Pharrell Williams. With a background at the intersection of music, fashion, and culture, Wiecher continues to build bridges between underground movements and the global stage.