Industry Insider
Mariann Krott: Two Decades Behind Global Electronic Music Tours
In an exclusive conversation, Mariann Krott revisits key moments from her career and examines the challenges of keeping artists, festivals and tours connected around the world
For more than two decades, Mariann Krott has worked behind some of the moving parts that keep the global electronic music industry running. Across artist management, international touring and major live events, the German professional has built a career defined by coordinating complex operations and navigating the logistical challenges of an increasingly global industry.
Her career includes several years alongside Paul van Dyk, during which she worked with artists such as Giuseppe Ottaviani, Filo & Peri, Genix, Ben Nicky, Chris Bekker and Alex M.O.R.P.H., while also contributing to projects connected to Tomorrowland, the celebrations marking the 20th anniversary of the fall of the Berlin Wall and the We Are One Festival, held at Berlin’s O2 Arena.
Since founding mc MES in 2016, she has expanded her international activities and gone on to collaborate with artists including Robin Schulz, Martin Garrix, Armin van Buuren, Nicky Romero, Zedd, HUGEL, KAAZE, Roger Shah and Pretty Pink.
For this edition of Industry Insider, Mariann Krott shares her perspective on tour management, global operations, adaptability and the lessons she has learned throughout more than twenty years in the electronic music industry.
Q+A: Mariann Krott
How do you explain what your work to people outside of the industry?
I work in artist and tour management. Specializing in pretty much everything tour management in particular, which includes a lot of things people never get to see.
From administrative work, when a booking has been confirmed to logistics prior and on show days, to the aftermath of recap, accounting, etc.
Can you walk us through your journey into the music industry? What were the key moments that defined your path?
I have studied event management and worked at a local venue / promoter office in Cologne, Germany before I started working at Paul van Dyk’s office for a few years, when finishing my studies.
My very first event with Paul was a show he has done with the Frankfurt HR Orchestra (and his own band and signers at the time, incl. Johnny McDaid) in 2009, which was beyond impressive and something that hasn’t been done as such at the time.
The logistics and detail that went into this were absolutely crazy and beyond impressive - something that gives me goosebumps until today and that I am proud of having been part of.
Next to artist booking and tour management at Paul’s office, where I also looked after acts like Giuseppe Ottaviani and Filo & Peri at the time, some of my highlights were also hosting a VANDIT stage at Tomorrowland in 2009, as well as of course Paul’s mainstage set at the same time.
Then Paul’s performance in front of the Brandenburg Gate for the 20th anniversary of the fall of the Berlin Wall (also in 2009), working on the legendary VANDIT Nights in different locations all over, as well as being part of Paul’s We Are One Festival at the O2 Arena (with Armin van Buuren and Underworld) in 2010.
Eventually I ventured out to work at a local promoter office in Duesseldorf, Germany for a little while to get to know different angles of the show and event business and ended up working at shows of bands and artists such as Bon Jovi, Katy Perry, Take That, and more.
Learning a way different scale of event- and tour management, than what I knew and experienced up until that point. Though I eventually returned to Paul’s office for a few more years, taking on a few more artists such as Genix, Ben Nicky, Stefan Dabruck, Chris Bekker, Alex Morph, and more before starting mc MES in 2016.
At mc MES I have worked with acts like Jaytech, Ruben de Ronde, Robin Schulz, Jorn van Deynhoven, Talla 2XLC, Hugel, Zedd, RODG, Glockenbach, Marten Horger, Myon, Nicky Romero, KAAZE, Fatum, Martin Garrix, Roger Shah, Pretty Pink, Armin van Buuren, and countless others since.
What is a typical week like for you now, and how has that changed over time?
A typical week is usually sitting in front of my computer, putting fires out 9 to 5, but then also always at odd hours - early morning or late nights are a usual thing in our world due to the different time zones we deal with on a daily! ;)
Shows need to be prepared and organized and there is a lot of details that go into it, especially administrative work people don’t even think about. Starting from all the paperwork upfront when a booking gets confirmed, to organizing travel and logistics, to execution of the show and then also the recap after each show.
What are the biggest challenges you face in your role, and how do you navigate them?
I would say the biggest challenges these days is the unknown, particularly when it comes to travel. Starting from the weather getting more and more extreme compared to 10/20 years ago. Causing trouble with logistics, especially flights (causing delays or flight cancellations), but then also events such as festivals or pool parties that may get cancelled or rescheduled because of weather.
Something that will always happen / occur rather short-term notice. Not to mention a pandemic we all went through and which hit our industry particularly hard, creating a lot of challenges, that we had to overcome. Then stricter rules and regulations since when it comes to travel and particularly visas all over the world, whether it is extensive processing times for US visas these days for example, or the UK having left the EU and travel to the UK now only being possible with a passport and electronic travel authorization for everyone, and so on.
How do you define success in your work, both for your organisation and for yourself?
I consider every booking / every show for my clients, that I/we have helped make happen a success and I like to celebrate little steps along the way. I love what I do and truly believe where there is a will there is a way.
Giving up is never an option and every set back is just a way for the universe to guide you in the right direction of success. Plus, without setbacks, you don’t appreciate and value the small wins and successes along the way.
While it’s always easy to get lost in looking up to where you want to be, people tend to forget to look back and value how far they’ve already come and that they’re at a place others still wish and aim for to be.
There's plenty of doom mongering about the nightlife industry. What positive trends do you think are shaping its future for the better?
It’s unfortunately a stigma the industry has long been battling and probably will for the foreseeable future.
I think a lasting trend that has been and always will be, is that the music industry in general has created a space people can escape into from the craziness of reality.
Forget about the world for a moment and just enjoy being alive, feeling the music and positive energy. Meeting new people, just dance, and making unforgettable memories.
How important is adaptability or continuous learning in your role, and what have you learnt lately?
It is essential! Things, especially rules and regulations have been changing faster than ever before. So, you have to stay on top and adapt in order to make crazy tour schedules and shows work. I feel like I am learning something new every day. ;)
As there are things changing almost every day and I’d like to think I have made a name for myself by being extremely adaptable to any new situation and making things work, that have seemed to be doomed to fail otherwise.
As of lately I definitely have learned to use AI more in what I do on all different ends (and am still learning!). I am still not a fan of it, as I like things old school, when and where possible, but I am not oblivious to the fact that this is the future and something we all have to learn to handle and make use of.
What advice would you give to people trying to build a career in music outside of DJing?
Never give up! Just because something is challenging or difficult doesn’t mean it’s not meant to work. Don’t take no for an answer.
If it was easy, everyone would be doing it and no one would be successful anymore. Keep on pushing for your dreams and believe in yourself, whether it is outside of DJing or DJing / performing itself.
How do you balance the business side of your work with its creative side?
Well, believe it or not the administrative and logistical side of things demand a lot of creativity on its own. ;) So much so that I don’t think one can exist and live without the other. Almost a natural balance that finds its way.
While the artists I mainly work with are creatives on the musical spectrum, I have to be the creative part and balance on the back end to make ends meet. A different form of creativity, but one that makes the wheel go around for sure. ;)
So, I guess I don’t balance as such but rather am the balance!? ;)
How do you personally stay connected to the culture and the community?
Since I have been doing this for so long, a lot of people in the industry not just became close friends, but family to me. So next to business / industry highs and lows, you also share the personal highs and lows, that just naturally keep you connected, especially when you’re out on tour.
Sometimes you don’t get to see or talk to people for a while, but when paths cross again, which usually happens once a year at either Miami Music Week or Amsterdam Dance event, it always feels like no time has passed at all. And sharing the same or similar lifestyle, that this job and industry brings with it, you automatically share a connection with that community.
Are there any technologies or trends you think are overhyped in the electronic music industry right now?
Since I don’t necessarily work in the artistic field as such, that would be hard to answer for me. Generally, I think AI is a little too overhyped, but I may just feel this way, as I am not a fan of it (yet) and am still learning… ;)
How do you personally stay focused, grounded and mentally sharp to deal with the role?
By making sure I keep and maintain a life outside of work, which in my case are my dogs, which ironically enough are both named after a record label. ;) …and then of course exercise, particularity Pilates.
Artists aside, who were some of your inspirations from an industry figures perspective when you first got involved in the electronic music world?
Definitely Markus Scholz (MACORMA Artist Management), Michele Servais (Disco Donnie Presents), Matt Cheshire (The Needs Group) and Mac Clark (CAA). People I have worked with closely and on a daily basis when I first started out at Paul van Dyk’s office and who definitely showed me the ropes and help me carve my own path.
Then along the way definitely Giuseppe Ottaviani, who next to Paul van Dyk was the first electronic music artist I took care of from an artist management perspective (including Booking and Tour Management). As well as Jenny Walzer (Sony Music Germany), who by now has not just become an absolute staple in the label world, but one of my closest personal friends, too.
What traits do you think make a great business person within the dance music industry?
Patience, calm, consistency and drive are traits I think are essential and necessary, not just in the dance music industry, but in any industry and business.
I was once told this slogan: “How to be successful? Focus on your own s**t!” And I believe it couldn’t be any more true.
What advice would you give to young people hoping to work in the electronic music scene at an events company like yours?
Following the above-mentioned traits and slogan! ;)
What’s your own relationship with dance music? Do you DJ, collect records or still hit the dancefloor?
I very much enjoy the music, as there an endless tracks out there that hold a lot of memories, that come back to life every time I hear them. I don’t DJ myself, but I certainly am at a lot of shows due to my work of course. ;)
I think the biggest pleasure I personally get from that is seeing people having the time of their lives at a show, sometimes even a once in a lifetime moment, and an environment they’re allowed to forget the world around them for a moment and just be happy and joyful.
Knowing I have taken a small part in making that happen, is an extraordinary feeling, that I can’t describe.
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