In this episode of The Live Music Industry Podcast, host Max sits down with Cody Cowan, the Chief Operating Officer (COO) of the National Independent Venue Association (NIVA), to discuss the future of live music and the ongoing challenges faced by independent venues. With the live music industry continuing to recover from the devastating impacts of the COVID-19 pandemic, Cody offers a unique perspective on NIVA’s advocacy efforts, the importance of transparency in ticketing, and the need for collaboration across the music industry to build a sustainable future. From legislative battles to consumer behavior shifts, Cody shares his insights on the evolving landscape of live music and how NIVA is working to ensure fair compensation for artists and viable operations for independent venues.

What You’ll Learn in This Episode

• The Fight for Transparent Ticketing with ‘Fix the Ticks’
  Cody delves into NIVA’s key initiative, Fix the Ticks, which seeks to address the issue of predatory secondary ticketing markets. With transparency and fairness at the core of this campaign, NIVA is advocating for ticket pricing models that prioritize consumers, protect artists, and ensure that prices stay reasonable for fans. Learn about the complexities of these issues and the advocacy efforts needed to bring change at the legislative level.
• The Importance of Advocacy in the Live Music Industry
  As the live music industry has gained greater attention in recent years, including from lawmakers and even the presidential office, Cody discusses how this newfound visibility is an opportunity for independent venues to secure better protections and fair compensation for artists and workers. Through NIVA’s advocacy efforts, significant strides have been made to support the financial stability of independent venues, especially in light of the pandemic’s impact.
• Consumer Behavior Shifts and Venue Expectations
  The pandemic altered not just how venues operate, but how consumers engage with live music. With a rise in digital ticketing, credit card usage, and expectations for higher venue standards, Cody explains how venues are adapting to meet these evolving demands. This shift in consumer behavior is reshaping the live music experience, and understanding these changes is crucial for venue owners and artists alike.
• Cody Cowan’s Personal Journey in the Music Industry
  Cody shares his personal journey in the music industry, from managing iconic Austin venues like Emo's and The Mohawk to his current role at NIVA. His passion for live music, community-building, and supporting independent venues fuels his work at NIVA, and his insights offer a rare glimpse into the mind of a veteran who has seen the industry through both its highs and lows.
• Local Venue Advocacy in Austin’s Red River Cultural District
  Cody discusses the challenges faced by venues in Austin’s Red River Cultural District, which has been impacted by city development and gentrification. Through coalition-building, local venue owners are working together to advocate for the preservation of their cultural community. This effort highlights the importance of solidarity and collective action in defending the spaces that make live music special.
• The Pandemic's Devastating Impact on the Live Music Sector
  The COVID-19 pandemic devastated independent venues, with many struggling to stay afloat during extended closures. Cody provides an in-depth look at how NIVA worked tirelessly to secure financial relief for these venues, including the successful push for a $6.25 billion arts grant—the largest single arts grant in U.S. history. This funding was crucial in helping many venues survive the darkest period for live music.
• Looking Ahead: NIVA’s Ongoing Advocacy and Upcoming Conference
  As NIVA continues its efforts to ensure the future of independent venues, Cody outlines the association's ongoing advocacy priorities, including safety protocols, insurance concerns, and operational challenges. He also teases the upcoming NIVA conference, where industry professionals will gather to discuss pressing issues and shape the future of live music.
• Building a Collaborative Music Industry Community
  One of the core values that drives NIVA and Cody’s work is the importance of fostering a collaborative, rather than competitive, environment within the live music industry. Cody emphasizes the need for greater unity and support between venues, artists, and industry professionals to create a sustainable, thriving ecosystem for everyone involved.
• Balancing Ambitious Goals with Practical Concerns
  In addition to NIVA's lofty goals of industry transformation, Cody discusses the practical concerns that need to be addressed for venues to succeed. This includes tackling issues like insurance, ticketing policies, and venue safety. By balancing these practical matters with ambitious advocacy goals, NIVA aims to create long-term solutions that benefit the entire live music ecosystem.