Text by Mabel Radel
During my adolescence in São Paulo, bands like Slipknot were fundamental in strengthening my connection with metal and sparking my curiosity about the behind-the-scenes aspects of the music industry—a curiosity that, over time, transformed into a dream of pursuing a career in the field. This path led me to the live entertainment market, where I worked in some of the biggest concert venues in Brazil, such as Espaço Unimed and Audio, working on large-scale events with international artists. These experiences gave me a solid foundation for understanding the inner workings of a show and the complexity of offering the audience a complete experience.
Years later, in Los Angeles, I had the opportunity to expand my career by working with 5B Artist Management, a company that manages some of the biggest names in rock and metal. It was in this context that I found myself behind the scenes of a band that previously seemed unreachable: Slipknot. It wasn't just a surreal moment for someone who grew up listening to metal and the band itself; it was a milestone in my career. Working with Slipknot taught me lessons that go far beyond music—lessons that now define how I see the market.
The scale of global production
Slipknot operates at a level of detail and precision I'd never seen before. From the pre-production of a show to the monumental stages of Knotfest, it became clear to me that nothing happens by chance: everything needs to be in perfect harmony. The stage set up on time, the schedules and spreadsheets that organize every minute, the transport of tons of equipment, the entire team aligned and connected, the hydration points scattered throughout the festival, the special experiences for the fans, and the brand activations.
Even the marketing — from digital campaigns to international promotion (yes, some of the Portuguese subtitles for Slipknot were mine (laughs) — is planned to maximize every detail of the experience. In a production of this scale, nothing is left to chance: everything, from the sound to the visuals, from logistics to communication, is part of a gigantic machine that transforms the show into something unforgettable for the audience.
One of the most memorable experiences was closely following the Slipknot Museum , a special Knotfest activation that celebrates the band's history and connects fans to their legacy in an immersive way. There, it became clear to me how event production goes beyond the stage: it's about creating entire universes so that the audience feels part of the story. Working in marketing for Knotfest, which has Brazil as its second largest market in the world, also showed me the global reach of the band and how Latin America and Brazil are fundamental to metal.
Enduring brand and reinvention
One of the most fascinating things about Slipknot is their ability to remain relevant for over two decades without losing their identity. The masks, the visual language, the energy—everything has evolved, but it remains unmistakably Slipknot. Being in this universe has shown me that longevity in music comes from the balance between honoring the legacy and finding new ways to innovate. For Slipknot, this means constantly reinventing their aesthetic, expanding the Knotfest festival, and creating experiences that keep fans coming back year after year.
One of the most special moments of my career was witnessing, in Pioneertown, California, the first show of drummer Eloy Casagrande with Slipknot, for only 300 people, even before its official announcement. Being there, witnessing firsthand the discipline and professionalism of one of the biggest names in metal today, was thrilling and made me understand firsthand the dedication necessary to maintain oneself at this level of music. The night became even more memorable because of the setlist: the band performed their debut album, Slipknot (1999), in its entirety, bringing a rare intensity to such an intimate show.
Slipknot fans, known as Maggots , are central to the band's existence, influencing everything from merchandise to festival activations. Their loyalty and intensity create a unique culture, which I experienced firsthand at various events. This experience was a true masterclass in community-focused marketing: in today's landscape, it's not enough to release music; you need to create spaces, moments, and narratives that make fans feel part of something bigger—and Slipknot masters this art.
Looking to the future
Being part of the Slipknot universe meant facing extremely high expectations and an almost nonexistent margin for error. I needed to adapt quickly and deliver results under pressure, always representing one of the biggest names in metal. This experience took me out of my comfort zone and showed me that pressure can be an ally in sharpening skills and raising the quality of work, becoming a milestone in my professional career.
More than practical experience, this work changed the way I see the music industry. I learned that it is both culture and sound, that the bond between artists and fans is sacred, and that success is born from the balance between consistency and innovation. These are lessons I carry with me in all my projects, whether in production, marketing, or bridging the gap between the US and Latin American markets. If there's one certainty I take away from this experience, it's that music is an unstoppable force—capable of creating communities, moving generations, and transforming industries. It is with this force that I want to continue building my career.
*Mabel Radel is a music producer with a degree in General Business Studies with a concentration in Marketing from UCLA Extension (University of California, Los Angeles) and a specialization in Music Business from the Musicians Institute Hollywood.
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