New NIVA Study Reveals the Hidden Economic Power of Indies

Photo Credit: NIVA

The National Independent Venue Association (NIVA) has released its individual State of Live reports, a series of statewide studies examining the economic contributions of independent venues across all 50 states and Washington, D.C. The reports provide policymakers, community leaders, and NIVA members with localized data on the contributions and challenges of independent venues, festivals, and promoters.

The individualized state reports expanded on the groundbreaking State of Live study NIVA unveiled in June, which found that in 2024 alone, independent venues generated $153.1 million in total economic output. Moreover, they contributed $86.2 million directly to the U.S. GDP, supported over 907,000 jobs, and paid over $51.7 billion in wages and benefits.

But while the national findings underscored the outsized role of independent stages, the new state-specific data gives local leaders powerful and tailored evidence to strengthen advocacy efforts at the state level.

“Every community has a story to tell about how independent venues power their local economy and culture,” said Stephen Parker, Executive Director of NIVA. “These reports reaffirm that state and local elected officials have significant reasons to frequently tout the impact of these small businesses and non-profits on their communities, do everything they can to protect them, and ensure they have a seat at the table during policymaking.”

Each of the 51 reviews details the impact of independent stages, which include contributions to GDP, job creation, wages, tax revenues, and tourism. The reports also bring attention to the financial struggles facing the independent entertainment community. 64% of independent nationwide stages reported being unprofitable in 2024. Across the country, state reviews reveal similar numbers—Florida reported 65%; California, 69%; Ohio, 80%; and New York, 81%.

“We’ve known for years how important independent venues are to our communities, but with this data on our contributions to the economies, employment, tourism, and taxes at the state level, we are better able to make the case to our state and local legislators that we matter,” said Sean Watterson, Chair of NIVA’s Economic Research Task Force. “We can use NIVA’s research to strengthen local music ecosystems, working with coalition partners to preserve and protect the value we bring to our communities.”

Driving these challenges are rising inflation, which has increased costs for staffing, rent, utilities, insurance, and artists’ expenses; anti-competitive practices from Live Nation-Ticketmaster, which limit market access and squeeze margins; and predatory ticket resale, which diverts fan spending away from venues and artists. Together, these pressures mean that even as independent stages deliver billions in economic output and cultural value, many are unable to remain profitable.