I had the pleasure of speaking at the inaugural National Independent Venue Association Conference this week in Cleveland. NIVA, which was born out of the pandemic, is a nationwide group of true indies that have banded together to help each other not only survive, but thrive.Covid-19 was rough on the indie music venue owner. When the live business stopped dead, these owners and operators found themselves in an incredibly difficult spot. Their answer? The Save Our Stages campaign, which continues to persevere post-pandemic.These promoters and venue operators have old fashioned grit and moxy. They have fight in them. What I appreciate most about them is their unquestionable love for what they do and the music they promote. They’re the heart and soul of the live music business, so it was an honor to listen, share my POV, and build with these legends. Thank you to indie curator extraordinaire, Jen Lyons, for hosting me!The conference was held in Cleveland, which is going through a transition. No longer a steel mining town, Cleveland is home to three major sports teams downtown: the Browns, the Guardians (I’m glad they finally changed their name from the Indians) and the Cavs. It’s clean and easy to get around. Cleveland didn’t create Rock & Roll, but it named it, and as the saying goes, “whoever names it, claims it.” Cleveland has some gems (The Rock & Roll Hall of Fame, The Music Showbox, The Grog Shop) and I’m glad I got to visit them throughout the conference. I even hit up MGK’s concept coffee shop, 27 Club Coffee. It was cool to see MGK’s brand extension come to life. The spot was bustling and built for a younger generation of coffee lovers that want to share their experiences on social media.I was asked to speak on sponsorship and what indie venues can do to attract brand partners. Brand support is central to both the music business and the live performance business. I know traditional promoters have structured their businesses to be self-sufficient without brand dollars, but the right partnerships can pave the way for reach, impact, and profitability.My advice to the indie venue owner is to focus on a few key things:Building relationships. The deals are done with drinks, not decks. The decks are an important formality, but real conversations and figuring out the best way to create a worthwhile partnership is what turns the key.Create Clearable Content. Content is key for all campaigns and can help create scale. Think about IP and a content series that utilizes all of your assets. Engage influencers for scale and further awareness. The era of legendary acts signing the wall isn’t as conducive to the phygital era we’re in, but there are new ways to innovate and make the venue a true social experience. Consider MGK’s coffee shop: this is an artist that understands what his consumer wants and is able to build brand extensions accordingly.Band together to create scale. When venues come together and create a “media network,” it allows sponsors and brands to achieve scale both on premise and in the marketing of each of these venues. Music fans are very engaged and a lot of promotion goes into a show. In-venue promotion is a great way to reach a captive audience, but the way a company like Complex built a media network of all its outlets is a model for venues, too. NIVA and its members could hit the ground running with this approach!Think locally and create commerce. Independent venues are the peoples’ champs. They might not fit with a global brand, but they have the unique ability to create partnerships with local shops by offering sponsorship opportunities with their venues and events. Put local brands on display and they will support your shows with further amplification.All in all, it was a great conversation and I was thrilled to connect with so many colleagues, friends, and professionals doing amazing things.Next stop: the Hamptons, where I’ll be out east for the next two weeks. I’m doing an “Ocean Side Chat” at Hamptons Tech Week on July 20th on the main stage with NFT Now’s CEO and Co-Founder, Matt Medved. If you’re out East, he is the best in the biz! It should be a great event, so come say hello and get some alpha.
BEATS
Here’s How the Music Industry Can Help Fight Climate Change The music industry has never been better positioned to lead consumer culture into a climate-challenged future — and in the process not only create a windfall of new business opportunities but ensure the longevity of our industry. (Variety)
The Next Wave of Crypto MusicDespite a general downturn in the wider markets, music NFTs and DAOs are going strong. (Dan Fowler)
FanDuel Hosts 2022 FanFest in Chicago Featuring Performances by Wiz Khalifa and AlessoFanDuel Group, the premier sports gaming destination in the United States, announced today that tickets are now on sale for its 2022 FanDuel FanFest event on Saturday, September 10 at Guaranteed Rate Field from 2 - 9 p.m. CT. (PR Newswire)
Spotify Is Getting Deeper Into VideoIt’s a big ol’ Spotify day here at Hot Pod. The company is making moves, acquiring Wordle-inspired music trivia game Heardle, expanding its video podcast reach to new countries, and taking another hit podcast exclusive. (The Verge)
The New Way To Promote Your Next Song (According to Success Stories)Gone are the days of hyping your release before it’s out, at least for indie artists with a smaller fan base. (Digital Music News)
That Syncing Feeling: How Stranger Things Supercharged The Music IndustryThe chart success of first Kate Bush and now Metallica thanks to ‘syncs’ in Stranger Things shows how TV shows and TikTok are increasingly crucial for heritage acts. (The Guardian)
Marketers: Always Start With the MusicWe've all heard the saying, "Music provides the soundtrack of our lives." As a house music DJ turned marketing professional, music has always been vital to me and my work. (Muse by Clio)
Superfly, Autograph.io & Velvet Sea Ventures Partner to Reimagine FestivalsSuperfly is partnering with Velvet Sea Ventures and Autograph.io to launch SuperNFT. The trio hopes to foster new types of communities by offering next-generation live experiences. (Digital Music News)
LimeWire Is Back—but Not the Way You Remember ItFor some millennials, it was their first introduction to music, as the peer-to-peer file-sharing service allowed users to download and upload songs, videos and images—sometimes illegally. (AdWeek)
Wiz Khalifa Enters Shrooms Industry By Launching Psilocybin Wellness BrandFans know how much of a cannabis connoisseur Wiz Khalifa is, but the Hip Hop stoner is jumping into a different drug industry that’s growing in popularity. (HipHopDX)
Crosby, Stills & Nash Return to Spotify After Joe Rogan ProtestCrosby, Stills & Nash are back on Spotify, five months after the supergroup abandoned the platform in protest of Joe Rogan’s spread of COVID misinformation. (The Verge)
As A Recession Looms, Some Influencer Marketing Budgets Are IncreasingSeveral brands told us they’re upping their spend in the space, including skin-care brand Peace Out, Coterie, and Yes Way Rosé. (Marketing Brew)
Bruce Springsteen Fans Can Relive His Glory Days With Concert Streaming ArchiveThe Bruce Springsteen Live Archive Series has started rolling out on live music streaming service nugs.net, according to Rolling Stone. (NY Post)
YouTube Touts Shorts as “So Critical For Artist Development”YouTube wants more musicians to get on board the Shorts train right “NOW.” (Tube Filter)
Jon Batiste Talks Amazon Prime Day Campaign: Interview The Louisianna native took home five awards at the 64th Grammy Awards, including the coveted Album of the Year (We Are). He was the most-nominated and most-awarded artist of the night. (Rated R&B)
Bacardi's 'Wearable Album' Apparel Unlocks Tunes by New ArtistsBacardi puts a fresh spin on the concept of album jackets—plus, hats, hoodies and tees!—with a capsule collection that uses QR codes to promote new tunes from rising stars. (Muse by Clio)
BYTES
He’s one of hip-hop’s biggest emerging stars, and he’s cutting a very different path than the white rappers who came before him. Guests: Hunter Harris, Larisha Paul and Peter Rosenberg. (Podcasts)
A surprise breakout hit, The Bear has been rightfully lauded for its many attributes — the excellent ensemble cast, the insightful and emotionally deft writing, the authentic depiction of working-class Chicago, and the way the filmmaking creates unbearable (no pun intended) tension inside the fraught kitchen workplace. (Uproxx)
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Zane Lowe with Burna Boy: New Album, Ed Sheeran’s Collaborative Influence, and Globalizing Afrobeats
Burna Boy explains that he sought to make an album that directly showcased his own personal experiences, and that process began with naming the project. Once the record was named, Burna Boy had a clear and intentional creative vision. 'Love, Damini' is a singular story told from a global perspective, featuring collaborations from Ladysmith Black Mambazo, J Balvin, Ed Sheeran, and more talented artists. Burna Boy hopes his music is free from politics and is seen more as a transformative piece of art.
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!