How NITO is Transforming the Live Music Industry for Independent Artists and Agencies
In this episode of The Live Music Industry Podcast, host Matt sits down with Wayne Forte and Nathaniel Marro from NITO (National Independent Talent Organization) to explore how independent agencies and artist managers can survive and thrive in a rapidly changing music industry. NITO, formed by 16 independent agencies at the start of the COVID-19 pandemic, has evolved into a powerful advocacy group protecting independent artists, agents, and managers while lobbying for financial assistance and industry reform.
Wayne and Nathaniel discuss how NITO fosters collaboration among independent agencies that often compete for the same artists, festival slots, and tour dates, demonstrating how collective action can strengthen the live music ecosystem. They share how NITO encourages information sharing, mentorship, and resource pooling, allowing smaller independent agencies to access opportunities typically reserved for larger corporate-backed agencies.
What You'll Learn This Episode:
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The advantages of independent agencies in providing personalized, artist-focused strategies.
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The challenges of industry consolidation and how independent agencies maintain flexibility and creative decision-making.
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The need for transparent, sustainable deal structures to counteract rising ticket fees and touring costs.
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The importance of strong artist-promoter relationships rooted in open communication and fair negotiations.
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How co-booking and collective advocacy among independents help artists navigate touring while prioritizing their creative goals.
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Why independent agencies often provide artists with more direct access, career development, and honest feedback compared to major corporate agencies.
Why You Should Listen
Wayne and Nathaniel highlight that NITO is not fighting consolidation by opposing it, but by offering an alternative collective power for independent agencies while allowing them to maintain autonomy. They discuss how returning to more equitable revenue-sharing models, such as door deals, could help artists cover rising touring costs while ensuring fair compensation for venues and promoters.
Throughout the conversation, they emphasize that relationships remain at the heart of the music industry, and while independence is important, prioritizing the artist’s best interests comes first. They call for a more honest and collaborative environment where agents, promoters, and artists work together to create positive experiences for fans while ensuring the long-term health of the live music sector.
This episode is essential listening for independent music agents, artist managers, venue operators, and promoters looking to understand how to build a sustainable live music business while supporting artists in an era of rising costs and industry consolidation.
