MAKE IT WORK ON YOUR OWN TERMS
Hansje Lathouwers - Owner of Hotel Lima PR and co-founder of The Diverse Agency
WHO ARE YOU AND WHAT DO YOU DO?
I’m Hansje Lathouwers, owner of Hotel Lima PR, a PR agency that focuses mainly on music and events, and co-founder of The Diverse Agency, the first full-service agency for queer talent. But many of you might also know me as the door bitch at some of the biggest clubs in Amsterdam.
WHAT DOES A TYPICAL WEEK LOOK LIKE FOR YOU?
Every week is different. I work on a few long-term projects on a weekly basis, but I also take on smaller, more varied projects for Hotel Lima. Depending on the artist or project, I work during office hours, but also in the evenings and on weekends, doing press, attending shows, going to events etc. On top of that, I work on projects for The Diverse Agency. We have a big year ahead with World Pride coming to Amsterdam, so we're currently working on some very exciting projects.
HOW DID YOU START YOUR CAREER IN PR?
It all started with an internship at Spice PR. After I finished my internship, they offered me a job, which was my absolute dream job at the time. From there, I moved into several other fashion PR roles until I switched to music PR in 2014. After a few years of working for others, I decided to start my own PR agency in 2021, and here we are.
HOW HAS THE WORLD OF PR CHANGED FROM WHEN YOU FIRST STARTED?
A lot has changed over the years. When I started, the industry felt much more closed off, and people were very protective of their contacts. Nowadays, it’s much more open, I can easily ask “competitors” for advice or contacts, and there’s a real sense of mutual support.
WHAT INSPIRED THE LAUNCH OF THE DIVERSE AGENCY?
The idea to start The Drag Agency (as it was called back then) came from Danielle Jiskoot and Joost Gimbel. Danielle wanted to book a drag queen and found it strange that they all handled their own bookings. So together, they came up with the idea for a dedicated booking agency. I joined shortly after, and later, when Jerrald Justin came on board, we evolved into a full-service agency representing not only drag queens but a wide range of talented queer creatives.
HOW HAS THE RESPONSE TO THE DIVERSE AGENCY BEEN?
The response has been predominantly positive. Of course, we occasionally receive negative reactions from people who don’t understand or have different views, but that only motivates us to keep doing what we do.
WHAT HAS BEEN THE BIGGEST CHALLENGE AS A BUSINESS OWNER?
Since both businesses started during the pandemic, it was sometimes challenging to keep everything going. But it also taught me to be flexible, creative, and resilient, which ultimately made both companies stronger.
ARE THERE ANY RISKY CAREER MOVES YOU’VE MADE THAT PAID OFF?
I wouldn’t describe it as taking a big risk. Choosing to work as a freelancer/self-employed and give up a steady job was probably the biggest ‘risk’ on paper, but it didn’t feel that way in practice. It was more of a conscious decision to have flexibility and control over my work. Looking back, it definitely paid off in terms of independence, experience, and opportunities.
DO YOU HAVE AN ULTIMATE CAREER GOAL?
At the moment, we’re working on a new show together with Casa Rosso called Red Light Drag Cabaret. We’ve just announced it, and our main goal now is to make it a huge success. Beyond that, I’m already very happy doing what I love and helping others achieve their goals.
WHO DO YOU ADMIRE CAREER-WISE?
I’m surrounded by so many inspiring people, so it’s hard to name just one. I admire my friends, who are all successful in their own ways, as well as the artists I work with and people I’ve met along the way. I feel lucky to work with inspiring emerging artists like Ty Darling, artists with strong activist messages such as Lotte van Eijk, all our drag talent, and major Dutch artists like Claude, Snelle, and Antoon.
WHAT IS THE BEST PIECE OF ADVICE YOU HAVE RECEIVED?
Get yourself a good accountant. I’m terrible with numbers, so that was one of my biggest concerns when starting out. Luckily, I was recommended a great accountant from day one, and I can honestly say it’s money well spent.