GET TO KNOW
Verknipt has become synonymous with hi- gh-energy, boundary-pushing techno events, but behind the pulsating lights and thundering beats is a dedicated team of visionaries crafting each experience to perfection. The journey from an underground, local party series in the Nether- lands to an internationally recognized brand was no accident. For Verknipt’s founders and team, this growth represents years of trial, bold deci- sion-making, and a relentless commitment to providing something fresh for the global techno community. Michelle Verhoef, Verknipt’s General Manager, has been instrumental in this expansion, overseeing everything from production logistics to artist management. Her hands-on approach and keen attention to detail have helped Verknipt evolve into the powerhouse it is today, creating seamless events that leave lasting impressions on ravers across the globe.
What sets Verknipt apart is its team’s deep love for the culture they help shape. Their success isn’t measured solely by ticket sales or social media metrics but by the electric connection felt be- tween the crowd and the DJs, the intensity of the nights that stretch into mornings, and the sense of belonging they cultivate within their audiences. Every member of Verknipt—from the founders to the production crew—has a personal stake in this vision. Michelle’s leadership and passion for inno- vation ensure that Verknipt’s events remain at the cutting edge of the electronic music scene, and for them, it’s not just about running events; it’s about leading a cultural shift, one warehouse rave at a time.
“I started my journey as an intern and gradually worked my way up within the company. I began in 2017, and now, after 8 1/2 years, I’ve seen and experienced so much. Initially, I was involved in marketing and production, which has shaped my vision for the company. One of the things I value most is the team spirit we have here. We really work together as equals, rather than having a rigid hierarchy where one person is the manager and the others work under them. Of course, structure is necessary, but we all treat each other the same, which makes a big difference.”
Her early roles in marketing and production gave her a deep understanding of Verknipt’s opera- tions. Michelle also freelanced for other events in those early years, working across different music genres, which provided her with valuable insights into the nuances of the industry.
“In 2017 and 2018, I also started working as a freelancer for various events, which gave me a broader perspective. I’ve worked on house, techno, and even urban events where rappers are involved, which is quite different from working with DJs. You really see how different music genres shape the way things are done—from artist handling to ad- vancing, and even how budgets are handled. This exposure gave me a helicopter view of the indus- try and helped me understand what works and what doesn’t across different areas.”
Michelle’s freedom to innovate within Verknipt also played a key role in her growth. She describes how the support from Mer and Reza, the founders, allowed her to develop her ideas and refine her approach.
THE BOLD MOVE: LAUNCHING VERK- NIPT FESTIVAL AMID COVID-19
One of the pivotal moments in Verknipt’s recent history was the decision to launch a major festi- val right after the COVID-19 restrictions eased. It was a bold move that demonstrated the com- pany’s willingness to take risks and adapt to ra- pidly changing circumstances.
“Yes, Verknipt Festival 2021 was organized in just two months, which was quite a challenge. At the time, the festival was set for 10,000 people on Saturday and another 10,000 on Sunday.
We took a significant risk by choosing the very first day that events might be allowed again after the restrictions. It was a gamble, especially since many other events chose dates later in the period when things were expected to reopen, given the uncertainty. But we decided to take that risk and be the first to go for it.”
While the risk paid off, it wasn’t without its cha- llenges. Organizing a festival for 20,000 people in two months would be daunting under normal cir- cumstances, but doing so in the midst of a pan- demic added another layer of complexity.
“The challenges of pulling together a festival in two months were intense. Thankfully, our produc- tion team, who had always worked with us, gave their all to ensure the festival could happen. On top of the usual challenges, there were all these extra COVID-19 measures we had to implement. We ended up with a 40-page handbook full of ad- ditional protocols, from extra security to ensuring everyone had valid vaccination IDs to enter the festival.”
Despite the challenges, the festival was a huge success, solidifying Verknipt’s reputation for pu- lling off large-scale events even under the most difficult circumstances.
FOSTERING INCLUSIVITY: INCREA- SING FEMALE REPRESENTATION AT VERKNIPT
One of the notable aspects of Michelle’s leaders- hip has been her role in increasing the number of women within the company. Today, 75% of Verk- nipt’s staff are women, a significant shift in what was once a male-dominated industry.
“Yes, we do have a lot of women in the office now, but the situation within the industry and the de- mographics of the people working in it were very different before COVID. Before the pandemic, the industry was quite packed, with many onli- ne agencies and event companies, but it was still predominantly male-dominated.”
33
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
