GET TO KNOW
The story of Verknipt is one of defiance and au- dacity. From their humble beginnings as a festival brand delivering electrifying, underground events, they quickly gained a reputation for raw ener- gy and hard-edged music that resonated with a global community. Over the years, Verknipt grew, becoming a beacon for fans of industrial techno and hard dance. But for co-owners Mer, and Reza, there was always a vision beyond just festivals. The idea of launching a record label had been on their minds for a while, and in 2024, together with industry friend Jørn Brands from Adapt Music Management, they founded Verknipt Records
FROM FESTIVAL TO RECORD LABEL: A NATURAL EVOLUTION
For Mer, Reza, and Jørn, the leap from organizing festivals to running a label was not a departure— it was the next chapter in Verknipt’s evolution.
“It felt like the natural step forward,” Mer recalls.
With the ever-growing community surrounding their festivals, launching a label wasn’t just an ambition; it was an answer to a demand. Fans didn’t just want a fleeting festival experience— they wanted a piece of the music they could take home, something more permanent.
Verknipt’s events had always been about more than just music; they were immersive, rebellious, and fiercely authentic. And the founders realized they could extend that ethos beyond the walls of their festival venues, bringing it into homes, clubs, and headphones across the world. With the right partnerships—most notably with their label part- ner Be Yourself Music—the pieces finally fell into place.
“The demand for high-energy, hard-edged music is stronger than ever,” says Jørn.
“Verknipt is perfectly positioned to meet that de- mand, and now was the right time to act.”
THE UNTAMED SOUND OF VERKNIPT RECORDS
Verknipt Records isn’t just a label; it’s an exten- sion of the rebellious, underground spirit that de- fines Verknipt Festival. From the beginning, the team knew the label would channel the same in- tense, raw energy.
“We built our brand on being bold and authentic,” explains Reza. “That same spirit drives everything we do on the label.”
The music they release will reflect the gritty, in- dustrial roots of hard techno, while also opening up room for experimentation. The goal is to beco- me the number one name in hard dance, expan- ding beyond hard techno into other corners of the hard-edged electronic music spectrum.
Verknipt has always been about pushing bounda- ries, and the label will be no different.
But for the team, it’s not just about the music; it’s about the feeling. The aim is for Verknipt Records to capture the untamed, rebellious atmosphere that fans have come to expect from their events. Whether it’s an artist dropping a pounding techno set at their festival or a track playing at home, that non-conformist energy will remain front and center.
NURTURING TALENT AND BUILDING A COMMUNITY
As Verknipt Records sets its sights on taking the global stage, its core mission becomes clear: to foster talent. The label will act as a launchpad for both emerging artists and seasoned names.
“We want to nurture new artists who bring fresh energy,” says Mer.
“But we’re also giving established artists the spa- ce to experiment and evolve.”
The connection between Verknipt Records and Verknipt Festival is seamless. The artists who perform at their festivals will naturally have the opportunity to release music through the label, creating a synergy between live performances and recorded tracks. But the team is also keen on scouting new voices from beyond their exis- ting network, always on the hunt for innovative sounds that challenge the norm.
“We’ve received an insane amount of demos,” Jørn reveals.
“It’s clear that there’s a lot of talent out there wai- ting to be discovered.”
For the artists signed to Verknipt Records, it’s not just about releasing music—it’s about becoming part of a community. The label and festival are deeply intertwined, providing artists with platfor- ms to perform, develop, and connect with fans. As Reza puts it,
“There’s a real synergy between the festival and the label. Our artists will get to showcase their work at our events, and fans will get a deeper con- nection to the music through both mediums.”
NEW CHALLENGES, NEW HORIZONS
While Verknipt is no stranger to the fast-paced world of event production, launching a record label presented its own set of challenges.
“The biggest shift has been moving from live events, which are all about creating an in-the- moment experience, to managing a label, where you need to think long-term,” says Mer.
37
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
