Milwaukee shines as NIVA conference spotlights independent live music resilience and growth
The National Independent Venue Association (NIVA) convened this week in Milwaukee for its fourth annual conference, a four-day celebration of the industry's resilience, community, and future. The gathering is unfolding across a variety of independently operated venues throughout the city, highlighting Milwaukee’s vibrant landscape of live entertainment spaces. The conference, expected to draw around 2,000 attendees, aims to deepen the connection between artists, fans, communities, and independent venues through a rich programme of discussions, live music, and networking opportunities.
The conference kicked off with a high-profile party at the historic Pabst Theater, featuring a conversation with Jim James, frontman of the acclaimed rock band My Morning Jacket. James, whose band was founded in 1998 in Louisville, Kentucky, shared reflections on the band’s extensive touring history and the special relationship they have cultivated with Milwaukee. Speaking from the stage, he praised the city's independent venues for their care and atmosphere, which enhance the experience for touring artists and elevate the shows they deliver. “We’ve been touring for a long time now and every time that we come to Milwaukee and work with Gary and the Pabst Theater Group we kind of see how good things can be,” he said, underscoring the importance of local support in fostering artistic success.
The event also marked a celebration of NIVA’s journey since its inception in 2020, in the immediate aftermath of the COVID-19 pandemic. Founded to safeguard shuttered live-music venues, NIVA rapidly evolved from a desperate plea for aid to a powerful advocacy movement, securing a landmark $16.25 billion Shuttered Venue Operators Grant programme through congressional lobbying. As NIVA’s Executive Director Stephen Parker noted, “What was supposed to be a desperate plea for help to Congress and governments across the country turned into a movement that turned into the largest arts investment in U.S. history.” The Pabst Theater Group’s CEO, Gary Witt, who is one of NIVA’s founders, highlighted how crucial this support was for venues like those under his management, admitting they were “pretty close to being destitute” before federal aid arrived.
Milwaukee’s selection as this year’s host city follows its announcement as the venue for NIVA '25, scheduled for June 2025. The city was chosen in recognition of its rich live entertainment heritage and the density of independently operated venues such as the Pabst Theater Group’s family of venues, The Rave/Eagles Club, Cactus Club, and Falcon Bowl. Milwaukee stands out as a significant live music hub notable for its concentration of independent spaces untouched by major corporate operators, at least until recently. Witt pointed out that Milwaukee is currently unique among sizeable U.S. cities in not having a Live Nation-operated venue, though this is set to change with the upcoming Deer District venue project adjacent to the Fiserv Forum, operated by a company partly owned by Live Nation.
Keynotes and panels are a substantial part of the conference, with industry veterans such as Grammy-winning producer James “Jimmy Jam” Harris III set to share insights. Harris, who will deliver a keynote at the Miller High Life Theatre, emphasised the critical role small clubs play as the foundation for musicians’ careers. NIVA is also leveraging the occasion to release its first-ever State of Live research study, which will provide a comprehensive look at the economic and cultural impact of the independent live entertainment sector in the U.S. The study is expected to inform future advocacy and marketing efforts.
Reflecting the growing importance of the conference within the industry, preceding editions have shown a steady increase in scale and influence. The previous NIVA conference in New Orleans drew over 1,300 participants and was hosted at iconic venues such as Preservation Hall and Tipitina’s, underlining the association’s mission to unify the independent sector nationally. With Milwaukee’s forthcoming hosting of NIVA '25, expectations are high for continued growth in both attendance and programme scope, featuring speakers from major digital platforms and industry organisations, including Meta, YouTube Music, Eventbrite, and Wasserman.
As Milwaukee prepares for next year’s event, the city’s independent venues and their vibrant communities stand at the forefront of a movement that exemplifies the power of collective action in live entertainment. The conference continues to serve as a touchstone for the sector, reinforcing how essential these venues are not only to artists and fans but to the cultural fabric of cities across the nation.