Behind the scenes at Verknipt

Verknipt has become synonymous with high-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 Netherlands to an internationally recognized brand was no accident. For Verknipt’s founders and team, this growth represents years of trial, bold decision-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 between 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 innovation 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 operations. 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 advancing, 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.

One of the pivotal moments in Verknipt’s recent history was the decision to launch a major festival right after the COVID-19 restrictions eased. It was a bold move that demonstrated the company’s willingness to take risks and adapt to rapidly 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 challenges. Organizing a festival for 20,000 people in two months would be daunting under normal circumstances, but doing so in the midst of a pandemic added another layer of complexity.

“The challenges of pulling together a festival in two months were intense. Thankfully, our production 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 additional 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 pulling off large-scale events even under the most difficult circumstances.

One of the notable aspects of Michelle’s leadership has been her role in increasing the number ofwomen within the company. Today, 75% of Verknipt’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 demographics of the people working in it were very different before COVID. Before the pandemic, the industry was quite packed, with many online agencies and event companies, but it was still predominantly male-dominated.”

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. Sometimes, women communicate in a softer, more measured way, and that can be incredibly helpful in backstage environments.”

Michelle highlights the importance of forming strong, authentic relationships with artists, an approach that has been key to Verknipt’s success. 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 specifically 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 process within our team. I believe the most important 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 comfortable and valued, contributing to the overall positive energy of Verknipt’s events.

Verknipt’s rapid international expansion has beenanother 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 traditional 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 expansion has been balancing Verknipt’s core identity with the cultural and logistical differences of each market. For example, when implementing new systems like token payments in countries unfamiliar with them, Michelle and her team had to navigate resistance from local partners.

“In the Netherlands, we’re used to running things in a very structured, precise way—everything is super neat, and we use advanced solutions for production. For instance, we’re accustomed to using a token system for payments at events, which is very normal for Dutch audiences. However, when we started organizing events in places like Poland and Hungary, where visitors aren’t familiar with the token system, it posed a challenge.”

Through these experiences, Michelle has learned to strike a balance between introducing new concepts and respecting local preferences, a delicate dance that has been crucial to Verknipt’s success abroad.

As Verknipt continues to grow, Michelle remains committed to balancing innovation with the company’s core values. While the company is constantly evolving, she believes it’s essential to stay true to the ethos that made Verknipt successful in the first place.

“I think we’re now at a point where we’re asking ourselves how we can continue balancing these elements. The core values and identity of Verknipt have evolved, especially if you compare pre-CO- VID times to now. While some values may change slightly, we’re still incredibly proud of what Verknipt has become, and we couldn’t have done it without the amazing team behind us.”

Michelle Verhoef’s leadership has not only guided Verknipt through challenging times but has also positioned the company for continued success in the global music scene. With her vision and commitment to inclusivity, innovation, and maintaining strong relationships, Verknipt’s future looks bright.