Dennis also brings a level of strategy to his work that I admire. When he talks about the challenges of booking big-name artists, it’s not just about who can offer the most money—there’s a lot of negotiation and relationship-building at play. I love how he talks about the process, especially how he understands the importance of reputation, timing, and even how the overall vibe of the event can influence an artist’s decision.
picking out names—it’s about crafting an experience and making it stand out in a crowded market. That’s the part of the job that often gets lost, but Dennis has a real grasp on it.
It’s so much more complex than simply
“The rest of the line-up of the event, the reputation of the event, the relationship with the artist/agent/ manager, the date of the event, the location of the event, and so on, all play an important part in the final decision-making by the artist. These things all matter when you are booking someone, and as a programmer, it’s your responsibility to make sure you keep those in mind.”
THE MAGIC OF CREATING A LINE-UP
Tom van Ulsen is the creative force behind Paradigm, an influential venue and festival in Groningen. With a sharp focus on authenticity and innovation, he has spent over a decade shaping Paradigm’s unique atmosphere,
experiences that resonate deeply with his audience. Alongside his programming partner, Chris Vos, Tom fosters an environment of continuous discussion, drawing inspiration from both the global music scene and local influences. His belief in a musical approach that is
“Better subdued and stretched than bombastic and with climaxes.”
Speaks to his commitment to providing events that allow the music to breathe, creating a seamless, immersive experience for attendees. He takes great pride in balancing high production standards with a commitment to artistic exploration, ensuring each event feels both fresh and grounded in the distinct vibe of Paradigm.
What sets Tom apart is his ability to blend quality with innovation while maintaining a strong sense of community. His programming approach is deeply collaborative, not only with his team but also with local and international artists, offering a platform for new and emerging talent while also nurturing long-stan- ding relationships. He is particularly dedicated to supporting local artists in Groningen, creating a space where regional talent can thrive alongside global acts. His attention to detail is evident in how he considers every element of an event, from the flow of energy to the design of the venue and the overall experience.
“We discuss a lot about music, releases, DJ sets, and what we find striking. This could be because something is innovative or brings back a more old sound. But also, of course, with half an eye on what is happening in our region. In contrast to many other cities, Groningen is quite isolated by Dutch standards, and this means
developments sometimes take a different path in the northern part of the Netherlands.”
that national and international
“In addition, we have a knack for being less likely to make obvious choices. In my opinion, this is largely possible because we, as programmers, have a framework that works well. Namely, a high standard of production and its festival site and warehouse,
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mixmagde.com always striving to create music
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