Interview alumna: It makes you see the bigger picture

‘Initially, I had my doubts, thinking I did not have enough experience to embark on such a high-level strategic master's programme, but it turned out to be a good choice!’

Karine Cochetel studied Arts and Culture Management in France and took up the adventure of joining the very first Strategic Events Management ‘master class’ in Breda in September 2020.

‘I searched the internet and found this English-taught programme in Breda, a perfect match for me as I lived and worked in Eindhoven at the time, actually I still do. I didn’t see myself giving up work, so this part-time master’s programme was a great fit for me, and I really enjoyed it!’

So basically you are saying, don't doubt, just do it?
‘I guess that’s my main message,’ Karine laughs. ‘This master’s programme gives you the right framework, it makes you see the bigger picture, and no, it’s definitely not necessary to have +10 years of experience. With courses in Experience Design, Strategic Value Creation, and Innovation & Change it is not only super interesting, but also very relevant. It gave me amazing knowledge and insights, and I learned that strategic also applies to small things. After graduating I took up more strategic roles and was really ready to carry on.’

Can you give an example of your different approach after graduation?
(thinking) ‘As a freelancer I was asked to produce a side event for a great Hip Hop event in the Breda-Eindhoven-Heerlen area - to bring the local community together. Before obtaining my master's degree, I probably would have gone really quickly into my network, come up with a cool programme which, I think, people would like. Whereas after my master's, I first dived into the local audience. What do they like, what are they following, who are community founders? So I did some useful research to come up with a customised programme. That's quite a different mindset, thinking about the whys, writing things down, making more use of data - sounds logical, but too often we go straight into action mode.’

What exactly was it that made this master’s programme so valuable to you?
‘The fact that all assignments were directly linked to my daily work made this programme so tangible and thus useful for me. Module after module, I could apply everything I learned straight away in my job! In the Sustainability & Responsibility module, we made a plan to transform our organisation into a more sustainable one. No one in class came up with the same outcome, because of our diverse backgrounds. I was working as a Production Manager for dance company The Ruggeds in Eindhoven, fellow students worked in music and arts, or in business and marketing. This diversity, not only in background, but also in age, makes it insightful and ensures you learn a lot from each other.’

What about the combination of working and studying?
‘It was tough, especially because I was no longer used to studying. For me, it was definitely a demanding new rhythm - four days of work and one day of school. It was a one-and-a-half-year programme, now it has changed to two years, I think that is more manageable. I should add that I studied in Covid times, sounds hugely trite, but that didn't really help me either. My tip for prospective students is to block time in your weekly schedule to work on your studies, read a lot about what is happening in the industry and listen to podcasts. This kind of activity is less schoolish, and it brings you a lot.’

What did you remember best or what impressed you most?
'The most interesting things to me were the guest lectures, stories about how one got there. I still remember two people, one of ID&T and one of Heineken. They showed us the wide spectrum of what an event can look like and talked about brand activations. That touches on exactly what I am doing now in my work for TicketSwap. I produce and execute events at key music industry conferences, I organise brand activations at major music festivals and events across Europe and ensure brand presence at these events. Briefly, I’m working on bringing experiences to the audience, so that they get to know and get to use TicketSwap.’

Will you still be on the festival grounds in five years' time?
‘I guess so, for TicketSwap it is the place to reach the right audience,’ Karine laughs, ‘I don’t know, five years is a long time… I love my job and I like the travelling to different countries, but in the long run, I would like to not only be involved in production, but even more in inspiring and motivating people, running a dedicated team myself. I do want to remain committed to free and equal access to culture, I always have. One kind of culture is not better than another and it should be accessible and affordable to all!’

Interview by Maaike Dukker 't Hart