From Eredivisie pitches to Ibiza's vibrant club scene, Boymans’ vision helped launch a global music and event phenomenon.

In a surprising twist on post-playing careers, former Dutch professional striker Ruud Boymans has transitioned from scoring goals to co-founding a global music empire. Boymans, who once played for clubs like FC Utrecht and AZ Alkmaar, is a key figure behind No Art, an Amsterdam-based label that has grown into a significant force in electronic music.

Established in 2017, No Art is notably powered by the immense success of its resident DJ duo, ANOTR. Their tracks, such as “Talk to You” and “Relax Your Eyes,” have become global hits, even soundtracking viral moments like Manchester City star John Stones dancing in the England dressing room.

This unique journey from the soccer field to the forefront of the music scene is a testament to vision and hard work, a story that spans over a decade, according to reporting by CBS Sports - Soccer.

From Eredivisie Striker to Ibiza Inspiration

Ruud Boymans enjoyed a distinguished career as a professional footballer. He played as a striker for several prominent Dutch clubs, including Fortuna Sittard, VVV-Venlo, AZ Alkmaar, NEC Nijmegen, Willem II, and FC Utrecht. His time at Willem II saw him net an impressive 27 goals during the 2013–14 season.

He also played under current Manchester United manager Erik ten Hag at FC Utrecht, helping the club secure promotion back to the Eredivisie. Boymans’ career also took him abroad for a stint with Al Shabab in Dubai.

The catalyst for his shift toward music came unexpectedly during a trip to Ibiza at age 25. Boymans described it as his “first real experience with electronic music,” a moment that profoundly changed him. Despite briefly considering quitting football, his mother encouraged him to focus on his career while also enjoying life. This led him to explore the Dutch club scene, building crucial connections that would later shape his new path.

Founding No Art and ANOTR's Global Rise

While still playing professionally, Boymans was already envisioning a life in music after retirement. His time in Dubai for his final two playing years further solidified this ambition. Upon returning to the Netherlands, he connected with Bora Güney, a contact from his clubbing days.

Through Bora, Boymans met his brother, Oguzhan Güney, a budding DJ who had teamed up with Jesse van der Heijden to form the duo ANOTR. In 2017, Oguzhan and Jesse founded the No Art music label, with Bora Güney, Ruud Boymans, and Omid Kahali joining them a year later. What began as a shared musical passion quickly evolved into a global phenomenon.

Adapting to the Digital Era and Global Expansion

Initially rooted in underground club culture, No Art and ANOTR faced a dramatically changing music landscape, particularly with the 2019 COVID-19 pandemic. The traditional reliance on clubs, labels, and SoundCloud evolved to include TikTok, Instagram, and algorithm-driven streaming playlists. This shift proved pivotal for electronic music, with TikTok alone reporting over 13 billion views for #ElectronicMusic posts in 2024, as dance/electronic streaming surged.

ANOTR adapted by releasing their debut album, “The Reset,” in 2022. This project showcased a new direction, blending their house music foundations with elements of disco, funk, jazz, and psychedelic influences. The album's success propelled both ANOTR and No Art to international recognition, reaching millions of fans daily.

Beyond music, No Art has also become a global event organizer, hosting its first major event in Amsterdam in 2021. The concept soon expanded internationally, bringing their unique music and community to major cities across more than 15 countries, selling over 350,000 tickets annually. Boymans, Bora, and Omid also co-founded SONA (Sound Of New Audience), an event organization that brings major international concepts and headline artists to the Netherlands and beyond, including large-scale events like Circoloco at Amsterdam's NDSM Wharf.

Life Beyond the Pitch: Giving Back

Ruud Boymans is now fully immersed in his new ventures and states he doesn't miss professional soccer. While he still follows the sport, he no longer plays regularly, though he did participate in a farewell match for former teammate Mark van der Maarel, even scoring a goal.

His playing career wasn't without its challenges, including a severe head injury suffered in Dubai where he lost consciousness after a collision. Despite the past difficulties, his current focus is entirely on No Art, SONA, and a new initiative, the No Art Foundation. This foundation aims to give back to the community, having recently collected over $30,000 to support various causes.

Frequently Asked Questions

Who is Ruud Boymans?

Ruud Boymans is a former Dutch professional soccer player who transitioned from a successful career as a striker for clubs like FC Utrecht and AZ Alkmaar to become a co-founder of the global electronic music label No Art.

What is ANOTR?

ANOTR is a highly successful Dutch DJ duo, composed of Oguzhan Güney and Jesse van der Heijden. They are the resident artists for the No Art label, known for their groove-heavy tech house sound and global hits like “Talk to You” and “Relax Your Eyes.”

What is No Art?

No Art is an Amsterdam-based independent music label and event organizer co-founded by Ruud Boymans, Bora Güney, Oguzhan Güney, Jesse van der Heijden, and Omid Kahali. Established in 2017, it has grown into a global phenomenon, primarily driven by the success of ANOTR and its international events.

How did Ruud Boymans transition from soccer to music?

Boymans' passion for electronic music ignited during a trip to Ibiza at age 25. He began exploring the Dutch club scene and networking while still playing. After retiring from soccer, he teamed up with Bora Güney, who introduced him to his brother Oguzhan, leading to the formation of ANOTR and the No Art label in 2017.