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Lifting the Curtain: New Study Puts the Economics of Indie Venues Center Stage

by Katie Ortman

A collage of a musician with a dollar bill superimposed on their head.
Independent stages are year-round engines of culture and commerce.

The National Independent Venue Association's "State of Live" report explores the profound economic impact of independent venues - and the challenges standing in their way.

Word on the street is that times are tough for indie venues. Now, there’s new data backing that up.

A first-of-its-kind study from the National Independent Venue Association (NIVA) confirms what many creatives know firsthand: live entertainment is a vital part of local economies. It is also an endangered one.

NIVA’s “State of Live” report outlines the significant economic contributions made by independent venues, festivals, promoters, and performing arts centers.

How significant, you may ask? We’re talking $153.1 billion in total economic output in 2024 alone, $15 billion of which came from the Midwest.

But NIVA also identified areas where more support is needed to make sure this vibrant, jobs-rich sector can keep its head above the rising tide of stiff corporate competition.

We’ll break down this game-changing report and what it means for the independent live music sector.

You can also read all the data, analysis, and policy recommendations in the full 12-page report on NIVA’s website, or in their state-specific reports.

A woman in a long white and teal embroidered dress holds and arm outstretched and sings into a microphone. To her right, a man sits at a drum set, and to her right, a choir stands on rafters singing from black folders.
Photo Credit: Sadie Lynn
Farah Siraj performs onstage with a local choir at the Aleshire Theater in Minot, ND.

Key Takeaways

  1. 1

    The independent live sector makes a big economic impact.

    In 2024, independent venues, festivals, and promoters contributed $86.2 billion to the US GDP – more than the US beer, gaming, and airline industries. That number goes even higher – to $153.1 billion – when factoring in attendee spending, artist travel, lodging, dining, and local supply chains.

  2. 2

    Attending events drives tourism.

    Thank you, superfans! Traveling to attend shows and events generated $10.6 billion in tourism spending last year. Spending stemming from event attendance has a far-reaching impact at local restaurants, hotels, and shops. Live events and those who attend them help bring life to entire communities.

  3. 3

    Independent stages are cultural cornerstones, but they’re struggling.

    The majority of stages (64%) operated without profitability last year. Of those, 22% reported struggling to maintain their business. Economics aside, venues and festivals are an essential element of local culture, a big part of what make a place feel like home. But despite their impact, operational costs are squashing their livelihood.

  4. 4

    Today’s world presents many threats to independent stages.

    There’s no denying it: Inflation, rising artist and staff costs, monopolies, insurance costs, increasing rent, shifting trends in alcohol consumption, performing rights organization fees, and unchecked secondary reselling all threaten the independent live sector. And unlike larger corporate presenters, most indie stages have no safety net to catch them in a tough year.

  5. 5

    There are many careers and communities at stake.

    In 2024, independent stages employed more than 316,000 people directly and supported a total of 908,000 jobs, with contractors and vendors factored in. In all, stages paid $51.7 billion in wages and benefits – wages that went back into their communities as rent, groceries, and life expenses. Though many of these venues are small, their impact ripples far beyond their own stage.

  6. 6

    Policy changes would protect independent venues.

    Smart public policy would go a long way in protecting independent stages. Tax credit reforms would offset rising costs, and cracking down on predatory ticketing practices would improve the consumer experience. From local tourism boards to higher offices, this sector deserves a place in government decision-making thanks to its unique public value.

  7. 7

    There’s a lot that’s unique to the independent live sector.

    91% of independent stages operate year-round, while other industries (like sports) happen seasonally. That makes independent stages uniquely consistent as gathering spaces. Plus, they thrive in both urban and rural communities, creating jobs and fostering community from metropolitan Chicago all the way to rural Bellefontaine, Ohio.

Midwestern Independent Venues, By the Numbers

We pulled numbers for each Midwestern state from NIVA’s individualized state reports. Click the links below to learn more about the impact of independent venues in your state.

StateTotal Economic OutputFans ServedJobs Supported
State of Live: Illinois$3,900,000,00010,643,99625,913
State of Live: Iowa$588,600,0001,656,1965,100
State of Live: Indiana$1,000,000,0002,287,7448,074
State of Live: Michigan$2,000,000,0004,323,64814,854
State of Live: Minnesota$2,400,000,0003,524,09917,512
State of Live: North Dakota$159,300,000442,1411,416
State of Live: Ohio$3,000,000,0005,030,66021,604
State of Live: South Dakota$228,500,000287,8871,829
State of Live: Wisconsin$1,800,000,0003,956,71213,676
Midwest Totals$15,076,400,000

9.85% of National Total		32,153,083

17.50% of National Total 		109,978

12.12% of National Total

What’s Next?

The State of Live report serves as an important reminder that independent stages aren’t just spaces to gather. They shape local identity, drive local economy, and incubate local culture. And they need extra support to survive today’s challenges.

Here’s what you can do to get involved:

At Arts Midwest, we plan to incorporate these learnings to strengthen our support for artists and organizations. And, we will continue to amplify the important work of independent Midwestern stages.

Read more about NIVA’s process and access the full report on NIVA’s website.

More About Midwestern Independent Venues