Michelle didn’t set out with a deliberate plan to hire more women, but it happened naturally. She believes that this shift has had a positive impact on the company’s culture and workflow.
“In 2018, I really wanted to shake things up. As I was working freelance with artist handlers and stage managers, I noticed that these roles were usually filled by men—especially the runners and stage managers. But I saw firsthand the positive impact women can have in these positions. So- metimes, women communicate in a softer, more measured way, and that can be incredibly helpful in backstage environments.”
ARTIST RELATIONSHIPS: BUILDING TRUST AND COMFORT
Michelle highlights the importance of forming strong, authentic relationships with artists, an approach that has been key to Verknipt’s suc- cess. She mentions how treating artists as part of the team, rather than as distant stars, has helped build lasting connections.
“Building relationships with artists, as you specifi- cally mentioned Sara Landry, is a key part of what we do. However, it’s not just about one person— we have great relationships with all the artists we work with. It’s not something we approach with a strict strategy; instead, it’s more of a natural pro- cess within our team. I believe the most impor- tant factor is that the work doesn’t feel like work. When you’re surrounded by the best crew possible, maintaining these relationships comes easily.”
This approach has resulted in a collaborative and supportive environment where artists feel com- fortable and valued, contributing to the overall positive energy of Verknipt’s events.
INTERNATIONAL EXPANSION: LESSONS LEARNED AND FUTURE VISION
Verknipt’s rapid international expansion has been another significant development under Michelle’s leadership. The company has hosted events in 17 countries, and this global growth presents both opportunities and challenges.
“When we collaborate with local teams, we really get to see the cultural differences in how events are organized, which is crucial to understand. In some countries, they tend to stick to more tra- ditional ways of working, whereas in others, we notice that they adapt more quickly to the Dutch way of doing things, especially when it comes to production.”
One of the key challenges in international expan- sion has been balancing Verknipt’s core identi- ty with the cultural and logistical differences of each market. For example, when implementing new systems like token payments in countries un- familiar with them, Michelle and her team had to navigate resistance from local partners.
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