The third and final day of the NIVA ’25 independent live music conference concluded with a vibrant celebration of the independent music scene, notable announcements, and recognition of industry leaders.
During the event, it was revealed that the next NIVA conference would take place from June 7-10, 2026, in Minneapolis. The announcement was made by Minneapolis’ Prince Drag King, who encouraged attendees to embrace the spirit of the ‘90s, expressing excitement for the upcoming event. The conference also featured a video welcome from U.S. Senator Amy Klobuchar, who has been pivotal in advocating for independent venues through initiatives like the Save Our Stages Act, which secured $15 billion for Shuttered Venue Operating Grants during the pandemic.
A significant highlight of the day was the presentation of NIVA’s Independent Spirit Award to Frank Riley of High Road Touring. Riley, a steadfast supporter of independent music, has contributed to the formation of the agent and managers group NITO, which played a key role in securing essential funding for venues during challenging times. He passionately spoke about the importance of preserving the integrity of live music amidst corporate encroachment.
The conference also included a session on effective marketing strategies in the live music space, featuring insights from Bandsintown’s PRO and its applications for promoting shows. More than 100 attendees learned how Bandsintown, with its network of over 100 million registered users, is a vital resource for artists and promoters aiming to maximize their reach and improve ticket sales. The platform has been noted for delivering a return on investment significantly higher than other marketing methods, reinforcing its value for live music promotion.
Additionally, Ali Rivera from YouTube shared her experience and her vision for supporting independent artists through initiatives like YouTube’s Foundry, which provides crucial resources, mentorship, and visibility to emerging talent. Rivera urged attendees to focus on the potential of livestreaming and authentic video content, highlighting its growing importance in connecting artists with their audiences.
This year’s conference not only celebrated live music but also empowered the community to seek innovative ways to engage with fans, build support for venues, and champion independent artists as they navigate the evolving landscape of the industry. With initiatives like Bandsintown and YouTube’s Foundry, the future looks more promising for independent music creators and their supporters.