EVOLVING TOGETHER

Founded on the principles of inclusivity and artistic excellence, Verknipt has become a cornerstone of the hard dance scene, bringing together artists, fans, and crew members in a shared celebration of music and culture. At its core, the festival embodies a family-like atmosphere, where every participant feels valued and connected.

I had the opportunity to speak with Koen van Engelen (brand manager) and Micha van Manen (Booker), two key figures behind Verknipt, who shared their insights on the festival’s evolution, its unique brand identity, and the exciting future they envision. From their approach to production and programming to their aspirations for growth, their passion for creating unforgettable experiences is palpable.

Verknipt has made a notable impact in the festival scene, and its founders are passionate about what the brand represents.

“Verknipt is family,” Koen states emphatically. “From the artists to the crew and our fans, we are united as one.”

This sense of unity is not just a tagline; it permeates every aspect of the festival. The core values guiding Verknipt include inclusivity, progressiveness, and high-energy experiences.

The festival thrives on creating a communal atmosphere, fostering deep connections among all participants.

“We never take ourselves too seriously,” Micha adds. “Our goal is to perform at the highest level— with a touch of humor and self-awareness.”

This blend of professionalism and playfulness ensures that Verknipt remains approachable and relatable, even amidst its ambitious goals.

The duo emphasizes the importance of translating Verknipt’s brand identity into the festival’s productions.

“We always try to create the unique Verknipt experience by focusing on the feeling and energy we want to convey to the crowd,” Koen explains.

The festival prioritizes exceptional sound systems, acoustics, and innovative stage designs to ensure an immersive audio-visual experience.

The sound system, combined with the acoustics, light and stage design, is a cornerstone of every event, ensuring the best possible audio and visual experience.

“We ́ve chosen to have a surrounding DJ booth to foster intimacy between the DJs and our crowd. This setup channels the energy we strive for and reinforces the sense of equality within our community,” Micha notes.

Rebranding is a significant undertaking for any festival, and Koen and Micha are not shy about exploring this aspect.

“We’re continually reflecting on our marketing and positioning within the scene,” Micha shares.

They are currently reassessing elements of the brand and refining their strategy for 2025, with a focus on branding, merchandising, and programming. Despite the evolving landscape, the essence of Verknipt remains intact, driven by its commitment to artistic excellence and community building.

“Our vision at Verknipt is to be the number 1 overall hard dance promoter worldwide, aiming to be recognized for our dedication to artistic excellence and our expansive network. We aspire to set new standards in the hard techno and dance (labels) industry by offering unmatched support and (content) opportunities for our artists. By continuously evolving, listening, and adapting to the dynamic world of techno, we aim to cultivate an open, vibrant, and inclusive community where hard techno and hard-dance thrive without limitations, and where artists can achieve their fullest creative potential with their performances and releases on our platforms.” Koen states.

They aim to set new standards in the hard techno and dance scenes, fostering an open and vibrant community.

“We want to offer unmatched support for our artists, allowing them to reach their fullest creative potential,” Micha adds.

This forward-thinking approach is not just about growth but also about cultivating an inclusive space for creativity and expression.

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 various factors, and Koen and Micha approach this task with dedication.

“We want to give progressive talent a chance while 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 opportunities 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.