CRAFTING UNIQUE EXPERIENCES
Merchandise plays a crucial role in solidifying Verknipt’s brand identity.
“We approach merchandise design with the same energy that defines our events,” Micha explains. The
festival has adopted a more
exclusive
approach, focusing on design-driven pieces rather than heavily branded items. A standout example is the limited-edition merchandise released for the Verknipt ArenA show, which sold out within four hours.
“These items capture the energy and memories shared during that event”.
Curating a festival lineup requires balancing va- rious factors, and Koen and Micha approach this task with dedication.
“We want to give progressive talent a chance whi- le also booking names that our audience expects,” Micha shares.
By creating diverse stages for hard techno and hard dance genres, they ensure a lineup that resonates with their diverse fanbase.
One of the significant challenges is navigating the busy schedules of artists in the Netherlands.
“Our strategy is to build good relationships with artists and agents”.
This approach not only keeps artists close but also fosters growth alongside the festival’s evolving identity. Koen and Micha recognize the importance of cultivating strong relationships with artists.
“Open communication and shared opportunities are vital”.
They recount a meaningful collaboration with Fantasm, a rising artist they spotted early on.
“Building these relationships benefits our crowd, our team, and the artists’ teams alike,” Koen adds.
As they navigate the challenges and opportuni- ties of the festival landscape, their dedication to inclusivity and artistic excellence ensures that Verknipt will continue to be a leading force in the hard dance scene. With exciting projects on the horizon, the future looks bright for this vibrant festival brand.
Text by: Sergio Niño
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