The financial loss our industry faced when touring came to a halt during COVID-19 has brought attention to the importance of the long glossed over live sector. From here, NIVA (the National Independent Venue Association) was born, where Jamie Loeb, SVP of Marketing for Nederlander, worked tirelessly to help secure the biggest arts grant program in history from Congress – $16 billion of aid used to keep promoters, festivals and venues afloat. In this episode, we speak with Loeb on her work at NIVA & Nederlander, the career journey that brought her here, and the live event marketing process. Loeb zeros in on the power of social media for marketers & artists alike in targeting specific fan demographics, and explores how this knowledge can be translated into creating a live concert audience.