In this episode, Matt Ford sits down with Lucas Fritz and Jessica Gordon, Co-owners and Talent Buyers for Broadberry Entertainment Group, to explore how independent promoters are scaling from clubs to theaters and even booking arena-level shows in a Live Nation–dominated landscape.

They dig into how data and AI are reshaping the way they evaluate offers and compete, from using Prism Insights and Etix to making smarter, faster decisions. Along the way, they unpack the real economics behind today’s shows—VIP packages, bar revenue, merch splits—and what it takes to stay competitive while keeping the live experience human-centered.

Inside the episode:

• How independent promoters are competing in a Live Nation–dominated industry—and still landing arena-level shows
• What it actually takes to grow from club bookings to theaters and arenas
• Why data sharing leads to stronger offers—and more wins, not fewer
• The shift from gut instinct to real-time data when evaluating shows
• The real economics behind today’s deals: VIP, merch, and declining bar revenue
• How AI is already being used to research artists and support booking decisions
• Why repeat plays are struggling—and how smarter routing is replacing them
• How to consistently put the right artist in the right room (and why it matters more than ever)