From festival director to strategy consultant, Michaela Herrmann in an interview with Hanna Hellenbroich-Schrader (HR Manager) about her work at actori

Dear Micky, you started at actori on 1 October 2022 - how did you get here?
I come from a practical background, from everyday cultural life: I started out as an event manager, then studied cultural and media management in Hamburg while working and have actually always worked - whether in catering, events or cultural mediation projects. I worked for a long time at Kreisjugendring München-Stadt and helped organise the ‘OBEN OHNE Open Air’, a large non-profit festival for young people - most recently as festival director.

Today you provide strategic advice to cultural institutions - that's quite a change, isn't it?
Totally! Because organising a festival is an immense challenge, but that doesn't make me a strategist. Operational planning, extensive organisation, careful scheduling and a good degree of improvisation follow different logics than strategic work. I wanted to get out of production mode, away from short-term synchronisation and towards the question: What makes structures sustainable and cultural work viable for the future? Nevertheless, my organisational skills are still very helpful now.

How did you manage this balancing act?
Probably because I bring both to the table: direct, emotional work with people and thinking in terms of systems and goals; I even studied chemistry and biochemistry for a short time - and maths has always been my thing. This analytical side helped me to make the change of perspective to counselling. In addition, having worked in the public sector for many years, I was able to experience many of the things that concern our customers first-hand.

And do you sometimes miss the festival feeling?
Of course I do. Being there, the feeling on site when everything comes together - I sometimes miss that. But actori has also given me that back in a different way. I'm right in the thick of things here, but in a more conceptual way. My opinion counts and I am listened to. And not only that, something comes out of it - not always immediately, but within the bounds of what is feasible. I think it's great that you can get involved in topics that are important to you (and of course are in line with the company's values and goals). For example, I get to help shape and develop the areas of sustainability and gender sensitivity.

What does working at actori mean to you personally?
The culture of openness, I would say. That you are not forced into a role, but are seen with your perspectives and strengths. And that there is room to contribute - with experience, attitude and ideas.
At the same time, I was surprised at how collegial and friendly the team is. My preconceptions about the consulting world quickly vanished into thin air - the people at actori are really committed, collegial and simply very nice.

Are there any projects in which you have already been able to contribute your experience from everyday festival life and what was that like for you?
We prepared a feasibility study for a festival site for the city of Giessen. What was particularly nice about this project was that I was able to draw on a lot of experience from my previous professional life. Above all, the discussions with potential organisers about practical challenges brought back many memories for me - of my own situations, of solutions, of the special dynamics of a festival.

And what do you do outside of work, perhaps even to switch off?
I can't really do without the hustle and bustle of festivals in my everyday life: I'm still involved in events, sometimes on a voluntary basis.
I also love going to concerts or expressing myself creatively - for example at music school, where I'm currently learning the drums, admittedly very slowly.
And I'm still a basketball player at heart: my former team-mates are now close friends. And sometimes I'm just drawn back to shooting hoops on the outdoor court or watching in the hall.

 

 

Team