Live music performance
Independent live venues, festivals and promoters contributed $86.2 billion directly to the gross domestic product (GDP) in 2024, more than the U.S. beer, gaming and airline industries. Coupled with fan spending on local businesses including dining, lodging, shopping and transportation, the indie live sector generated $153.1 billion in total economic output.
And yet in a dichotomy that’s become a familiar refrain to members of the indie sector, many are struggling to make ends meet, with 64 percent of these stages operating without profitability in 2024.
This according to a first of its kind national economic impact study, “The State of Live,” commissioned by the National Independent Venue Assn. (NIVA) and conducted by economic research firm TEConomy Partners. NIVA shared key findings from the report June 23 at the opening session of its 2025 conference in Milwaukee, and underscored the need for targeted policy action to support the sector’s growth and combat what the organization called “unprofitability due to inflation, anti-competitive practices, and predatory resale.”
“Independent venues are more than stages for entertainment; they are economic engines and cultural lifelines,” said Stephen Parker, executive director of NIVA. “This report underscores the urgent need for policy reforms and public investment to sustain these indispensable community anchors.”
Among other data highlighted in the study, in 2024 the indie live sector supported more than 907,000 jobs across all 50 states and Washington, D.C., and paid more than $51.7 billion in wages and benefits. It also accounted for approximately 9.2 percent of total U.S. travel and tourism revenue, translating into more than $10.62 billion in annual visitor spending. The report found that 31 percent of all independent stages’ expenses went directly to artist and booking fees.
“Thanks to NIVA, and the efforts and trust of those who responded with real data on their operations, we can tell our story,” said Sean Watterson, State of Live task force chair and president/co-owner of The Happy Dog, a venue in Cleveland. “We can make our cases to the statehouses and city councils on why we matter, and how our elected representatives cna help us continue to help our communities.”
NIVA represents thousands of indie venues, festivals, promoters and other live entertainment businesses. Founded in March 2020, the association led the Save Our Stages campaign, culminating in legislation that same year that established the $16.25 billion Shuttered Venue Operators Grant program, the largest arts investment in U.S. history.
