The Live Music Industry Podcast

For Andy Levine, the best live music experiences go beyond the stage. They're about bringing fans and artists together in ways that feel more like a vacation than a concert.In this episode of the Live Music Industry Podcast, Matt Ford sits down with Andy Levine, Founder and CEO of Topeka, to talk about building Moon Crush, a festival with no lines in Miramar Beach, Florida, where every fan has their own reserved "cove." They dig into how the venue works, why artists like Luke Combs, Brandi Carlile, and Tedeschi Trucks sign on, and how Andy runs offers and revenue-share deals in Prism.They also explore Andy's founding of Sixthman, from taking 400 Sister Hazel fans on a cruise in 2001 to 250 full-ship charters, and why he believes he's in the community business, not just the music business.Episode Timestamps:(2:35) — Coves, Pricing, and the Typical Moon Crush WeekendAndy walks through the 6,000-capacity venue at Seascape Resort: the pit, coves, and suites, with 100 runners delivering from 12 food trucks. A Luke Combs weekend runs from beach bonfires to "Luke-aoke," with everyone in bed by 11.(9:15) — Booking Artists Who Value Their Core FansWhy artists accept smaller paydays to "energize their core," how fans become friends after three days of sitting next to each other's coves, and why guests leave feeling "I just went on vacation with the band."(13:55) — "Fansactional," Prism's AI Chat, and Offers in 30 SecondsAndy on Prism's in-app AI chat for pulling past ticket data, building offers from templates, co-pro revenue-share deals with partners like Luke Combs and Brandi Carlile, and internal versus external settlement notes.(19:30) — Founding Sixthman: Napster, Sister Hazel, and the First Rock BoatIn 2001, the Napster threat pushed Andy to take 400 Sister Hazel fans on a cruise. A post-9/11 price drop made the full-ship charter possible, and Hurricane Katrina showed him Sixthman was in "the community business."(24:40) — Norwegian, Two Propellers, and the Rise of Music CruisesNorwegian Cruise Line's 2012 acquisition, the Wright brothers analogy for working with Anthony Diaz, and the wider world of music cruises, from Mark Brown's jam cruises to Holy Ship, Groove Cruise, and the Mad Decent Boat Party.(31:40) — Expansion Plans and the 4,000–6,000 "Sweet Spot"What Topeka looks for in new destinations, why a boutique size is "intimate enough to hug," a year-round text line answered in under three minutes, beach bonfires with songwriters, and a My Morning Jacket "reverse amphitheater."(39:15) — Fans Who Mirror Their Artists and Conscious CapitalismHow the personalities of Tedeschi Trucks and Brandi Carlile carry over to their fans, Matt's Goose at Red Rocks story, a shout-out to Wayne Forte, and why great service ("better than a Chick-fil-A drive-through") costs money.(48:30) — Matt's Road to Prism, and Why Feedback Saved SixthmanMatt's four years running an Austin festival and 1,000 local shows, Andy's story of seven guests lending money to keep Sixthman independent in 2007, and Prism's plan for quarterly hackathons with customer input.Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:Subscribe ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More on⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Prism⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on Instagram (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@prismfm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Follow us on LinkedIn (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (Prism engineer!)

What happens when independent venues stop just surviving and start changing the rules of the ticket market?In this episode of the Live Music Industry Podcast, Matt Ford sits down with Audrey Fix Schaefer, Director of Communications of I.M.P. and Board President of the National Independent Venue Association (NIVA), to talk about the venues behind one of the most respected portfolios in live music. They dig into the history of the Lincoln Theatre, the community campaign that saved Merriweather Post Pavilion, and the "show business, not show friends" lessons that shaped the 9:30 Club.They also explore how NIVA grew from a Facebook message during COVID into a lobbying force, and how that same grassroots playbook helped pass DC's RESALE Act unanimously, along with the lawsuit resale companies filed against it the day before recording.Episode Timestamps(2:10) — The Lincoln Theatre's History and the Fight to Save MerriweatherAudrey explains how the Lincoln began as a first-run film house for Black audiences in segregated DC. She then tells the "yes in my backyard" campaign story of Ian Kennedy's clipboard and Ken Ulman, which gave Seth Hurwitz his shot in 2004.(5:45) — Artist Pools, Pinball, and Junk-Art Legends at MerriweatherHow Seth's vision and longtime leaders Brad Canfield and Jean Parker made Merriweather feel like "the Catskills in the sixties." Audrey covers local food, a rock-and-roll pinball arcade, Bernard Pras's sculptures of Dolly Parton and Willie Nelson, and Frank Gehry's original design.(10:35) — Why Bands Want to Play IMP and the 9:30 Club's Stage on WheelsMatt asks how IMP "reversed the magnetic polarity" so bands come to them. Audrey traces it to Seth and Rich Heinecke's beginnings, the "show business, not show friends" lesson, and Chad's idea to put the stage on wheels.(16:50) — Relationships vs. Margins, and How NIVA Was BornMatt weighs relationships against profit and bands outgrowing indie rooms for big corporate venues. Audrey then tells how Dayna Frank's Facebook message and Rev. Moose's town halls turned into NIVA and the $16 billion Shuttered Venue Operators Grant.(21:05) — "Lightning in a Bottle": Leading NIVA After AndreMatt explains why NIVA's conference has a spark others don't. Audrey describes succeeding Andre as board president and why NIVA feels "like a family reunion" built in a war for survival. She also covers what NIVA does beyond advocacy: education, workforce development, and group purchasing.(25:20) — Inside DC's RESALE Act and Yesterday's LawsuitAudrey breaks down the law: 10% over face for the fan plus 10% for the platform, licensing and bonds for anyone selling 50+ tickets a year, a ban on speculative tickets, and tickets defined as licenses. She also covers the Ticket Policy Forum's new lawsuit.(31:30) — Enforcement, Coalitions, and Why Start LocalMatt asks what gives the law teeth. Audrey points to Attorney General Brian Schwalb's track record, then explains why "all politics is local": a coalition of the Black Cat, DC Improv, DC9, Arena Stage, and Ford's Theatre, with Councilmember Charles Allen leading the cause.(40:20) — The Chicks at $3,500, the Case Against Scalpers, and What's NextAudrey shares $14 million in resale listings for IMP's DC venues in a month, 91% above face value. Matt argues artists should set prices. Audrey sees the lawsuit as "desperation" and hopes DC becomes model legislation, pointing to Vermont and Massachusetts.Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:Subscribe ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More on⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Prism⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on Instagram (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@prismfm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Follow us on LinkedIn (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠⁠⁠⁠ (Prism engineer!)

What does it actually take to move more tickets, and can AI give live music marketers more time to focus on the work that matters?In this episode of the Live Music Industry Podcast, Matt Ford sits down with Geoff Shames, Co-Founder of Crowd Control Digital, to talk about the realities of marketing live events today. They dig into what separates great marketers from teams simply checking boxes, how data and creativity work together to drive ticket sales, and where AI is already changing the game.They also explore how buying behavior differs across artists, genres, and markets, and why understanding when fans are likely to buy can be just as important as how you market to them.(4:40) — From Tupac’s Estate to Polymarket’s LED TrucksWorking with the Tupac Shakur Foundation, how “anything that’s cool” became their filter, and the Polymarket election trucks story that leads into prediction markets and their impact.(9:30) — Contests, FOMO, and the Repetitive Grind of Show MarketingUsing contests and “hacked” tools for fan engagement, why so much show promo is repetitive, and how automation (Hive, SOPs, workflows) frees you up to think instead of just post.(16:00) — What Actually Sells Tickets: Data, Booking, and FOMOTraits of the best venue marketers, how data and systems separate them, Matt’s “best marketing is booking the right show” idea, and Geoff’s view on how marketing creates demand through FOMO and social proof.(26:45) — Moving the Needle: From 50% Sold to a Packed RoomHow Geoff thinks about shifting a show toward sellout using timing, genre, season, competing events, paydays, tax refunds, and ICPs, plus how social and paid have changed from MySpace to now.(33:10) — Fan Cam Content, ACL Fest, and Brand vs. PerformanceWhy raw fan footage is some of the best creative you can use, how to get it, and why a festival like ACL still buys every billboard in town even though it sells out anyway.(41:00) — How Geoff Uses AI (Hermes) + Hive’s “Emails That Write Themselves”Geoff’s multi-agent AI stack with Hermes (different models for research, writing, code, etc.), and how Hive’s AI layer watches ticket data, suggests sends, and drafts emails/SMS for busy marketers.(46:45) — AI Upsides, Tour Control, and Real-World Pacing StoriesAI’s tradeoffs vs. huge time savings, Tour Control as Geoff’s tool for projecting final ticket sales and flagging weak dates early, and pacing stories from last‑minute markets and hyper‑sensitive genres like K‑pop.(56:10) — Re-shaping the Sales Curve and the Future of Marketing WorkHow to raise mid-cycle sales without fighting fan behavior, why more of your job will shift to creative, experiential ideas, and examples like custom games for single releases.Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:Subscribe ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More on⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Prism⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on Instagram (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@prismfm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Follow us on LinkedIn (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠⁠⁠ (Prism engineer!)

What does it take to run a venue that can literally change shape?In this episode, Matt Ford sits down with Jeff Thielke, Executive Director of the Cerritos Center for the Performing Arts, a one-of-a-kind Southern California venue with multiple configurations, a million pounds of moving infrastructure, and a history that includes everyone from Frank Sinatra to John Legend.Episode Time Stamps:(04:02) Inside Cerritos’ Shape-Shifting, Multi-Configuration VenueHistory of the building, how long it takes to reconfigure, what it costs in labor, and how that impacts booking patterns and Broadway tours.(09:47) Is the Design a Blessing or a Headache? Proms, Flexibility & EconomicsJeff weighs the operational costs against the flexibility for proms, special events, and different types of shows across the campus.(15:20) From Sinatra to Today: Legacy, Location & Audience ExperienceStories about Frank Sinatra opening the venue, other major artists, the intimate feel, and the perks of free parking and nearby amenities.(23:17) Programming Strategy: Concert-Heavy Mix, Partners & Co-ProsBreakdown of annual show volumes, music vs. Broadway, how co-promotion works, and why Cerritos shifted toward more collaboration with promoters.(32:03) Finding Prism: Fixing Calendars, Financials & a Complex BuildingHow Jeff moved from Google Calendar and spreadsheets to Prism, modeled each configuration as its own “stage,” and tightened up financial tracking.(40:11) What Insights Is & How It Changes Deal MakingMatt explains Prism Insights, and Jeff shares how real-time box office and streaming data help with ticket scaling, demand prediction, and negotiating offers.(46:01) City-Owned Venue Math: Taxpayers, Revenue Pillars & Events Like Mango FestJeff walks through Cerritos’ three main revenue streams, the economic development mission, and examples of events that drive people (and spending) into the city.(52:35) Industry Health, Data Sharing & Closing ReflectionsThey talk about artist fees, venue closures, using Insights to build sustainable deals and develop artists, and close with thoughts on Prism’s evolution and the venue–software relationship.Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:Subscribe ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More on⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Prism⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on Instagram (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@prismfm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Follow us on LinkedIn (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠⁠ (Prism engineer!)

In this week’s episode, Matt Ford sits down with Hap Pardo, Director of Musical Operations at Wha Entertainment to talk about Bleecker Bell, the new 200-cap venue preparing to open in Greenwich Village, and what it takes to build and sustain independent live music spaces in one of the country’s most competitive markets.Episode Timestamps:(01:18) Bleecker Bell, the Village, and NYC’s Creative CycleHap introduces Bleecker Bell (new 200-cap club), explains the location near Washington Square Park, and talks through the Village’s music history and how artists get pushed around the city.(08:10) Post-COVID Rethink: From House Bands to a New ClubHow COVID forced Cafe Wha? and Groove out of old habits, revealed demand for intimate listening rooms, and led the team to commit to a new room in downtown Manhattan instead of scaling back.(15:24) Building It Right: Economics, Community, and DesignWhy there are no grants, how a 2021 fire and landmark rules shaped the project, working with the community board, and the perks of designing a venue from (almost) scratch—green room, bars, kitchen, sound.(23:37) Programming the Village: House Bands, Groove, and Multi-Night RunsThe evolution of Cafe Wha? and Groove’s calendars since COVID, expanding genres, how Village Presents operates the rooms, and why they like the idea of multi-night runs in 200-cap spaces.(32:11) How These Clubs Survive & The Role of Data (Prism + Insights)What keeps Cafe Wha? and Groove healthy: constant review of shows, balancing art and money, and using Prism and Insights data instead of gut alone to size offers and pick the right room.(40:00) Hap’s Story: From Jazz Guitarist to Village Talent BossHap’s path from studying jazz guitar in New Orleans to realizing full-time performance wasn’t his lane, moving to NYC, finding his role at Cafe Wha?, and keeping a personal connection to playing music.(50:03) Career High Point: Van Halen at Cafe Wha? & The Dylan Era LinkThe full Van Halen-at-Cafe-Wha? story, David Lee Roth’s family connection to the club, what that night felt like, and a tangent on Inside Llewyn Davis and recreating old McDougal Street.(55:52) Right Now: Opening Timeline, Sales Trends, AI & Marketing ToolsBleecker Bell’s “very soon” opening window, how ticket and bar sales look today, Hap’s honest stance on AI (and using Claude), and a quick rundown of their marketing stack (Symbol, Hive shout-out).Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:Subscribe ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠More on⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Prism⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on Instagram (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@prismfm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Follow us on LinkedIn (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠)Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠ (Prism engineer!)