This interview was originally published as part of the “Small Business, Big Lessons” LinkedIn newsletter written by Julia Hartz—Eventbrite’s Co-Founder, CEO, and Executive Chair. Subscribe to receive this newsletter monthly.
My passion for live music runs deep—both in my work at Eventbrite and in my role on the advisory board of the National Independent Venue Association (NIVA), the nation’s live entertainment trade association.
This work is personal. I believe in the power of independent venues to create transformative, meaningful experiences that shape our lives and communities. I’m proud that Eventbrite continues to partner with NIVA to help protect and elevate the independent stages that give so many artists—and audiences—their first unforgettable moments.
That belief is shared by so many in the independent live music community—including Stephen Parker, who found himself drawn into the fight for small venues at a moment of crisis.
When live music came to a standstill in March 2020, Stephen was scrolling Instagram when he saw a post from his neighborhood venue, the Birchmere in Alexandria. A brand-new group, NIVA, had just sent a letter to Congress asking for help to survive. He Googled the organization, found a number, and called after 9 PM.
Today, Stephen leads NIVA in his role as executive director, representing the heartbeat of America’s music scene: the 8,000-plus small venues across the country where artists get their first shot and communities are formed. They’re not part of billion-dollar tours. They’re the 75-capacity clubs and mid-sized theaters that fuel local economies and launch stars.
This month, members of this community will convene in Milwaukee for NIVA ‘25, the annual gathering where operators, owners, and advocates from across the country come together—not only to share insights, but to remind one another they’re not in this alone.
Eventbrite is proud to support this gathering as a returning sponsor and as NIVA’s exclusive partner for its Industry Affairs Committee—a role that allows us to help shape strategy on the issues that matter most to this community. It’s one more way we’re showing up to ensure independent live entertainment not only survives, but thrives.
I sat down with Stephen to discuss the vital role of independent venues, and what’s ahead as NIVA gathers in Milwaukee.
How a Crisis Sparked Collective Action
NIVA emerged in 2020 as a rapid response to a live music industry in freefall—but the need for national advocacy had been growing for centuries. “Airplanes were invented in 1903 and had an advocacy presence by 1910,” Stephen notes. “It took live music 400 years.”
That moment of crisis galvanized a lasting movement—one focused on ensuring that small stages aren’t just preserved, but valued for their cultural and economic impact.
Today, NIVA is delivering on that mission. In 2024, the organization helped shape the Fans First Act—the most comprehensive federal ticketing reform legislation ever proposed—ensuring independent voices were represented.
Through Fix the Tix, a national coalition co-led by NIVA and Eventbrite, the live music community came together to push for fair, transparent, and secure ticketing practices—advocating for a system that puts fans, artists, and independent venues first.
But this work isn’t just about policy. It’s about the places where careers begin, communities gather, and music finds its first audience.
From Open Mic to Headliner
Independent venues are where talent emerges, risks are taken, and careers begin.
“There’s a venue in Tampa called the Crowbar,” Parker recalls. “An artist used to show up every week to open mic nights but never got on stage. Eventually, she became one of the biggest artists in the world. When she finally toured, she made sure to play that stage because she never had the opportunity to play it initially, even though she was there so many times wanting to.”
Stories like this are testaments to how these rooms shape the creative journey. Arenas don’t take chances on unknown artists. Independent venues do.
Hidden Costs, Measurable Impact
But behind these success stories lies a different challenge: perception. When headlines celebrate billion-dollar profits in live music, it’s easy to overlook that thousands of independent venues are barely surviving. “People don’t think about labor, talent buying, or insurance when they walk into a club,” Stephen explains. “But these are real small businesses with real costs—and when inflation hits, they feel it.”
To make the case for their survival and value, NIVA is turning to data by launching the first comprehensive economic picture of the independent live music sector in U.S. history next month. Early findings point to $52 billion in annual wages and benefits flowing directly into local economies. This isnt just about proving our worth, Parker says. Its about giving policymakers, business leaders, and even our own community the tools to understand how this industry actually functions.
As NIVA builds the case for the value of independent venues, we’re contributing tools, insights, and advocacy that help operators grow their audiences and run their businesses on their terms. Whether it’s access to the millions of music fans that use Eventbrite to find live shows each year, built-in marketing, simple tools that help fans buy tickets without friction, or easier access to payouts, we’re focused on making it simpler and more sustainable to succeed as an independent.
Fueling the Next Generation
New voices and fresh ideas are continuing to enter the independent venue space, drawn not just by a passion for music, but by the opportunity to make an impact in their communities.
Stephen often advises aspiring venue owners and promoters to begin by understanding the needs of their community. “The most successful venues are the ones that fill a real gap—where there’s a hunger for something that doesn’t exist yet,” Stephen says.
His favorite calls come from people with no experience in live entertainment—people who have looked around their town and realized there’s no place for live music. Those are the entrepreneurs who succeed, he says, because they’re solving a real problem.
This spirit of community-building that drives individual venue owners also defines NIVA as an organization. The upcoming conference isn’t just about programming and speakers (though there’s plenty of that). It’s about solidarity.
Where Music Lives and Communities Thrive
In an era of screen-dominated lives and corporate consolidation, independent venues remain the irreplaceable heartbeat of American music—the small stages where careers begin, communities form, and culture is born one unforgettable night at a time. That’s why supporting these spaces isn’t just about preserving music venues; it’s about protecting the very foundation of how art connects us to each other and to the moments that define our lives.
Discover more about NIVA.
This interview has been edited and condensed for clarity.
