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De dance advocaat
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passed with 80 credits.
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Behind the scenesInholland University
Lecturer: -------------
Client: ------------------
Student: -----------------
Class: 1E
Date: March 06, 2 0 23
1
, Introduction.......................................................................................................................................3
The client...........................................................................................................................................3
Mission..........................................................................................................................................4
Values............................................................................................................................................4
Vision.............................................................................................................................................4
Research objective.............................................................................................................................4
Competitors.......................................................................................................................................6
Stakeholders......................................................................................................................................6
Target audience.................................................................................................................................7
Methodology.....................................................................................................................................7
Desk research....................................................................................................................................7
Reliability...........................................................................................................................................7
Validity...............................................................................................................................................7
Limitation...........................................................................................................................................7
Research results.................................................................................................................................8
Conclusion.........................................................................................................................................8
Chapter 2 Production.............................................................................................................................9
Concept..............................................................................................................................................9
Plan of approach..............................................................................................................................10
Feasibility.........................................................................................................................................11
Budget.............................................................................................................................................11
Part 3: Management & entrepreneurship...........................................................................................12
Business model canvas....................................................................................................................12
Sustainability and social responsibility............................................................................................13
People, profit, planet.......................................................................................................................14
Appendix A1........................................................................................................................................21
Appendix A2........................................................................................................................................23
Appendix A3........................................................................................................................................30
2
,Chapter 1 Research
Introduction
For behind-the-scenes I had to do research into the client, The dance lawyer "De Dance-advocaat",
Sander Petit.
The dance lawyer "De Dance-advocaat", Sander Petit is an attorney at law since 2012. He specializes
in intellectual property rights, media and contract law. He is the founder and managing partner of
Backstage legal, which are a collective group of lawyers with a background in the creative industry.
Sander Petit helps people with the following:
Legal advice about IP (intellectual property rights), media and contract law
Contract drafting, reviews and negotiations
Litigation and alternative dispute resolution
Providing legal insights for your items, panels, podcast, workshops, (master) classes and
events
(LinkedIn, 2023)
The goal of the dance lawyer “De Dance-advocaat", is to show that not all lawyers are dull. He wants
to break the typical image people have about lawyers and show that they are approachable (client
debriefing, 2023). His target group are English speaking people and/or businesses who work in the
creative industry with around 5k followers on their social media account (client debriefing, 2023). By
conducting this research, I will be able to define the problem at hand and establish the best concept
possible for the desire target group.
The client
For this module our appointed client is the dance lawyer "De Dance advocaat". Our class had the
opportunity to interview Sander Petit, who is an attorney at law, since 2012. As a child he would make
mixtapes and as he went to high school he started DJing but, once he started attending college, he
started organizing parties. As a DJ that gave him the opportunity to DJ in clubs like; InCasa, Gebr. De
Nobel and Scheltema (Leiden), De Karavaan and Whoosah (The hague/ Scheveningen) and other
exotic clubs as well (dance advocaat, 2022). Sander Petit says that he is in a nutshell meaning he
does a bit of everything in his work career but also when it comes to sharing his content social media.
After doing research I found that not only does he have his content on his own website, but it also has
his blog on his website, but also people that are interested in his work and would like to get more
insight on who he is they can do so on other platforms.
Here are a few platforms where Sander Petit shares his content:
YouTube
(LinkedIn, 2023; Instagram, 2023; Facebook, 2023; Youtube, 2023; Twitter, 2023)
In 2011 Sander Petit completed his master's degree in corporate law and intellectual property at
Leiden University, where he graduated in music copyright law and dance DJs. He specializes in
intellectual property law, media and entertainment law and property law and can help his clients with
the protection of creative rights, collaborations and related contracts (De dance advocaat, 2023).
He has been registered as a lawyer with the dutch order association since 2012. In 2017 he founded
his own office: Petit Legal. He is mainly concerned with intellectual property law, media law and
contract law. In 2020, Sander Petit won both an International Advisory Expert Award for best media
Media & Arts Law firm and a legal Award for Acquisition International for best creative Industry Law
Firm in Netherlands.
3
, He regualry teaches as a guest teacher at, the Conservatory of Amsterdam, Leiden University,
Codarts Rotterdam, the Herman Brood Academy, Brede University of Applied Sciences (linkidin,
2023). His goal is to help English speaking people and/or businesses that work in the creative industry
with Intellectual Property law (client debriefing, 2023). Intellectual property law, deals with laws to
protect and enforce rights of the creators and owners of inventions, writing, music, design and other
works, known as the "intellectual property". There are several areas of intellectual property that
includes copyright, trademarks, patents, and trade secrets (intellectual property law, n.d.). Sander
Petit wants to show people that he is not the average boring lawyer and would like us first year
students at Inholland University to bring who he is as e person and a lawyer to life, with a creative
audio-visual, to attract potential clients (client debriefing, 2023).
Mission
Help clients in the creative industry to reach their full potential and stay on the top, by being their
trusted legal partner that takes away any uncertainties and provides them with a solid legal base for
growth. Creativeness can flow if there is no stress and a positive amount of income. I help create
awareness about legal rights and contracts to complete my mission. Being proud of my clients and
working for the people and companies I admire.
Values
Quality, fast paced, personal approachable, close the scene, understanding of relevant aspects and
developments of the industry is all values from Sander Petit. Being Fun, cheeky, modern and cool
looking while paying attention to details and design. Having passion for art and entertainment is what
adds real value.
Vision
Being the to-go-to guy when it comes down to legal services in the creative industry and create the
largest entrepreneurial driven media and entertainment. With a collective of independent lawyers in
the Netherlands. My service is there to help clients in what they do.
Research objective
Here you will find a clear statement of what I aim to achieve through my research. They are specific
actions that I will take, that will act as a milestone to help me complete my research, such as, my
research questions (editage, 2022). A lot of people have no idea about what all a lawyer can do for
you or that there are different types of lawyers. Sander petit wants to show people that not all lawyers
are dull and that they are approachable (client debriefing, 2023).
The main objective of this research is:
Is to get a better understanding about The Dance lawyer "De dance advocaat”
Get to know more about the desire target group and what kind of content they would like and
on which platform
To develop an audio-visual to attract more clients for our client Sander Petit "De dance
advocaat”
To see how Sander Petit can expand his reach to English-speaking clients in the creative
sector.
The audio-visual should show that lawyers are not dull and show that they are fun and approachable.
Keeping the viewer engaged while using our own inspiration to share valuable information (client
debriefing, 2023).
Research Objectives: SMART
S | creating a specefic audio-visual for the desire target group
M | making sure the audio-visual has enough of information and no longer then 1 minute
A | coming up with achievable budget
R | sharing relevant information in a fun but educational manner
T | planning and coming up with a achievable time frame to complete the audio-visual
4
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