Alain Kuipers, Co-founder Stewww & Backround Radio
Alain Kuipers is the co-founder of Stewww, an event agency amplifying Afro-diasporic sounds and emerging talent, and Background Radio, a music platform dedicated to showcasing fresh, genre-blending artists in beautiful surroundings. Through these ventures, Alain creates spaces that celebrate cultural heritage and future-forward rhythms.
How did your journey in music and events begin?
It all started around 2009. I was organizing small club events in Amsterdam with Nils from the Yellow Claw for a couple of years. During that time I also opened a concept store and a lunchroom, and kept doing small events. Later, I met Osborne, my partner at Stewww and we realized there weren’t many spaces in Amsterdam for the music we loved, so we decided to create our own space.
How did you come up with the name “Stewww”?
Funny story: I was in Dubai at Ting Irie (Jamaican) restaurant, texting Osborne about name ideas. They had “Stew of the Week” on the menu, and it clicked—stew mixes all your leftover ingredients, just like we wanted our music to blend African House and Afrobeats. From there, “Stew” evolved into “Stewww Sounds,” and we ran with it.
What kind of atmosphere do you aim to create at Stewww events?
“The most important thing is that everyone feels safe at our events. We want seasoned creatives and a wider audience to come together, meet like-minded people, and have a place in Amsterdam where they can connect and enjoy good music.”
Can you walk us through how you plan your annual event calendar?
We usually start planning between October and December for the year ahead. We look at key moments – like February, when people are back from vacation and ready to go out again, or Black History Month, and of course, summer. Then we map out a mix of events: some free gatherings, one big flagship event, and smaller shows in between. It’s really about giving back to our community and keeping the energy going all year long.
How do you curate a balanced DJ lineup for an event?
Curation is like putting together a puzzle every day. We’re always trying to craft a smooth musical journey – starting with a warm-up act that gently sets the mood, building things up in the middle, and ending with a headliner who really brings it home. It’s a mix of juggling schedules, spotlighting new talent, and trusting our gut on what feels right. Because when the night flows just right, you can really feel it in the crowd.
Why is the opening DJ so crucial?
The opener sets the tone. If you start with all the hits, there’s nowhere to go but down. By building up slowly, every peak feels more impactful. I always tell young DJs: opening is the most important slot.
What’s the concept behind Background Radio, and what it’s mission?
The idea for Background Radio began as my personal “Sunday soundtrack” – watching chill, visual DJ sets on YouTube in cozy settings. Today, we invite DJs to play relaxed, background-style mixes in beautiful spaces – like furniture showrooms – film the sets, and share them. It’s about pushing DJs out of their comfort zones, creating content that brands love, all while spotlighting new talent.
Why is it important for you to spotlight new voices in the DJ scene?
I’ve always rooted for the underdog. Big names are great, but smaller DJs often struggle for recognition. If I can help someone grow even a little, it energizes me. Seeing talent take off because of a chance we gave them, there’s nothing like it.
How do you ensure your events stay culturally grounded and not just trend-driven?
We follow our instincts—if something feels right to Osborne and me, we go for it. We don’t chase hype; instead, we aim to create it by staying true to what resonates with us and our audience. Our events are a mix of charity and paid experiences, designed for people to connect rather than to maximize our profit. Staying culturally grounded means leading from intention, not influence.
What’s the biggest lesson you’ve learned as a creative entrepreneur?
“Give back. The energy you get from helping others, whether it’s nurturing new talent or creating safe, inclusive music spaces – is priceless. I’ve also learned that what we’re building with Stewww and Background Radio is bigger than Osborne or me – our egos take a backseat because the brands and the people we serve are greater than both of us. Whenever a door closes, it only motivates me more to show why we belong and to open doors for the next generation.”
How do you stay creatively inspired despite the nonstop grind of events?
I treat weekdays as office time – meetings, coffees, planning – then hit random parties Thursday through Sunday, even those outside my usual scene (like techno nights). I observe, ask strangers for feedback, and absorb new atmospheres. Sunday is my day off – no music, no notifications – also helps me recharge.
Where do you see Amsterdam’s music scene heading?
We’re in a cycle of rediscovery: ’90s and Y2K sounds are coming back, genres are blending, and more people of color are entering traditionally white spaces like techno. For Stewww, sustaining the long run means evolving—incorporating Afro-Tech and uptempo styles while staying true to our roots.
Any dream projects on the horizon?
I’ll keep the biggest one under wraps, but coming up we have an immersive Stewww experience at Fabrique Des Lumières—a fusion of music, talks, and visuals that will redefine nightlife in Amsterdam.
What advice would you give aspiring event-makers and DJs?
Give back and stay true to your vision. Always pick up the phone when someone reaches out. Help where you can and follow your gut. The doors you open for others will lead to countless opportunities—for them and for you.
Discover Stewww Sound on Instagram
Discover Background Radio on Instagram & Soundcloud
