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The Untold Stories of Starting a Creative Business.

Podcast #15:

Rogier Smalhout

of Appelsap

(Language: Dutch)

In de aanloop naar de 18e editie van Fresh Music Festival Appelsap spreken we met co-founder en creative director Rogier Smalhout. Rogier begon Appelsap in 2000 met 2 vrienden als block-party / summer jam / hiphop feestje in het Amsterdamse Oosterpark. Inmiddels is Appelsap uitgegroeid tot een lokaal, cultureel instituut waar de nationale scene op een voetstuk wordt gezet.


We praten met Rogier over op je bek durven te gaan, over een muziekfeest tot een merk uitbouwen, over hoe je een nieuwe generatie bij je ideeën betrekt en over de return van het Impact lettertype.

The Untold Stories of Starting a Creative Business.

Subscribe to the podcast


About the podcast

Early 2018, creative directors duo Paul Bakker and Jeroen de Korte launched creative agency And Now This. But how do you actually start a creative business? What are the watch-outs? What does it take to quit your job and get your own company up and running?


For aspiring creative entrepreneurs, any nugget of advice you can get from someone who's been there before is like gold. Naturally, Paul and Jeroen started talking to the people who came before them. But instead of keeping that valuable information to themselves, they wanted to share it with the global creative community. 

In the podcast, hosts Paul and Jeroen talk to founders of successful and inspirational creative agencies and businesses around the world. To uncover their untold stories. 

The podcasts are recorded in English and Dutch and released monthly.

To listen, subscribe to the podcast to get the latest episodes. 

"The Untold Stories of Starting a Creative Business" is produced in collaboration with music production studio Antfood and Amp.Amsterdam.




Paul Bakker and Jeroen de Korte
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