The Live Music Industry Podcast

What does it actually take to move more tickets, and can AI give live music marketers more time to focus on the work that matters?

In this episode of the Live Music Industry Podcast, Matt Ford sits down with Geoff Shames, Co-Founder of Crowd Control Digital, to talk about the realities of marketing live events today. They dig into what separates great marketers from teams simply checking boxes, how data and creativity work together to drive ticket sales, and where AI is already changing the game.

They also explore how buying behavior differs across artists, genres, and markets, and why understanding when fans are likely to buy can be just as important as how you market to them.

(4:40) — From Tupac’s Estate to Polymarket’s LED TrucksWorking with the Tupac Shakur Foundation, how “anything that’s cool” became their filter, and the Polymarket election trucks story that leads into prediction markets and their impact.

(9:30) — Contests, FOMO, and the Repetitive Grind of Show MarketingUsing contests and “hacked” tools for fan engagement, why so much show promo is repetitive, and how automation (Hive, SOPs, workflows) frees you up to think instead of just post.

(16:00) — What Actually Sells Tickets: Data, Booking, and FOMOTraits of the best venue marketers, how data and systems separate them, Matt’s “best marketing is booking the right show” idea, and Geoff’s view on how marketing creates demand through FOMO and social proof.

(26:45) — Moving the Needle: From 50% Sold to a Packed RoomHow Geoff thinks about shifting a show toward sellout using timing, genre, season, competing events, paydays, tax refunds, and ICPs, plus how social and paid have changed from MySpace to now.

(33:10) — Fan Cam Content, ACL Fest, and Brand vs. PerformanceWhy raw fan footage is some of the best creative you can use, how to get it, and why a festival like ACL still buys every billboard in town even though it sells out anyway.

(41:00) — How Geoff Uses AI (Hermes) + Hive’s “Emails That Write Themselves”Geoff’s multi-agent AI stack with Hermes (different models for research, writing, code, etc.), and how Hive’s AI layer watches ticket data, suggests sends, and drafts emails/SMS for busy marketers.

(46:45) — AI Upsides, Tour Control, and Real-World Pacing StoriesAI’s tradeoffs vs. huge time savings, Tour Control as Geoff’s tool for projecting final ticket sales and flagging weak dates early, and pacing stories from last‑minute markets and hyper‑sensitive genres like K‑pop.

(56:10) — Re-shaping the Sales Curve and the Future of Marketing WorkHow to raise mid-cycle sales without fighting fan behavior, why more of your job will shift to creative, experiential ideas, and examples like custom games for single releases.

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What does it take to run a venue that can literally change shape?

In this episode, Matt Ford sits down with Jeff Thielke, Executive Director of the Cerritos Center for the Performing Arts, a one-of-a-kind Southern California venue with multiple configurations, a million pounds of moving infrastructure, and a history that includes everyone from Frank Sinatra to John Legend.

Episode Time Stamps:

(04:02) Inside Cerritos’ Shape-Shifting, Multi-Configuration VenueHistory of the building, how long it takes to reconfigure, what it costs in labor, and how that impacts booking patterns and Broadway tours.

(09:47) Is the Design a Blessing or a Headache? Proms, Flexibility & EconomicsJeff weighs the operational costs against the flexibility for proms, special events, and different types of shows across the campus.

(15:20) From Sinatra to Today: Legacy, Location & Audience ExperienceStories about Frank Sinatra opening the venue, other major artists, the intimate feel, and the perks of free parking and nearby amenities.

(23:17) Programming Strategy: Concert-Heavy Mix, Partners & Co-ProsBreakdown of annual show volumes, music vs. Broadway, how co-promotion works, and why Cerritos shifted toward more collaboration with promoters.

(32:03) Finding Prism: Fixing Calendars, Financials & a Complex BuildingHow Jeff moved from Google Calendar and spreadsheets to Prism, modeled each configuration as its own “stage,” and tightened up financial tracking.

(40:11) What Insights Is & How It Changes Deal MakingMatt explains Prism Insights, and Jeff shares how real-time box office and streaming data help with ticket scaling, demand prediction, and negotiating offers.

(46:01) City-Owned Venue Math: Taxpayers, Revenue Pillars & Events Like Mango FestJeff walks through Cerritos’ three main revenue streams, the economic development mission, and examples of events that drive people (and spending) into the city.

(52:35) Industry Health, Data Sharing & Closing ReflectionsThey talk about artist fees, venue closures, using Insights to build sustainable deals and develop artists, and close with thoughts on Prism’s evolution and the venue–software relationship.

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In this week’s episode, Matt Ford sits down with Hap Pardo, Director of Musical Operations at Wha Entertainment to talk about Bleecker Bell, the new 200-cap venue preparing to open in Greenwich Village, and what it takes to build and sustain independent live music spaces in one of the country’s most competitive markets.

Episode Timestamps:

(01:18) Bleecker Bell, the Village, and NYC’s Creative Cycle

Hap introduces Bleecker Bell (new 200-cap club), explains the location near Washington Square Park, and talks through the Village’s music history and how artists get pushed around the city.

(08:10) Post-COVID Rethink: From House Bands to a New Club

How COVID forced Cafe Wha? and Groove out of old habits, revealed demand for intimate listening rooms, and led the team to commit to a new room in downtown Manhattan instead of scaling back.

(15:24) Building It Right: Economics, Community, and Design

Why there are no grants, how a 2021 fire and landmark rules shaped the project, working with the community board, and the perks of designing a venue from (almost) scratch—green room, bars, kitchen, sound.

(23:37) Programming the Village: House Bands, Groove, and Multi-Night Runs

The evolution of Cafe Wha? and Groove’s calendars since COVID, expanding genres, how Village Presents operates the rooms, and why they like the idea of multi-night runs in 200-cap spaces.

(32:11) How These Clubs Survive & The Role of Data (Prism + Insights)

What keeps Cafe Wha? and Groove healthy: constant review of shows, balancing art and money, and using Prism and Insights data instead of gut alone to size offers and pick the right room.

(40:00) Hap’s Story: From Jazz Guitarist to Village Talent BossHap’s path from studying jazz guitar in New Orleans to realizing full-time performance wasn’t his lane, moving to NYC, finding his role at Cafe Wha?, and keeping a personal connection to playing music.

(50:03) Career High Point: Van Halen at Cafe Wha? & The Dylan Era Link

The full Van Halen-at-Cafe-Wha? story, David Lee Roth’s family connection to the club, what that night felt like, and a tangent on Inside Llewyn Davis and recreating old McDougal Street.

(55:52) Right Now: Opening Timeline, Sales Trends, AI & Marketing Tools

Bleecker Bell’s “very soon” opening window, how ticket and bar sales look today, Hap’s honest stance on AI (and using Claude), and a quick rundown of their marketing stack (Symbol, Hive shout-out).

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There’s been a verdict in the Live Nation/Ticketmaster antitrust case. So what happens now?

Matt Ford sits down again with artist manager and industry operator Randy Nichols to unpack what the jury’s monopoly verdict actually means, why the case is still far from over, and what a potential breakup of Live Nation and Ticketmaster could really look like.

They also dig into another major fight unfolding in ticketing: speculative ticketing and the secondary market. Randy shares his firsthand experience testifying in California in support of legislation targeting speculative ticket sales and breaks down his concerns about StubHub, including speculative listings for major events like FIFA and the conflicts he sees within the secondary ticketing market.

Episode Timestamps:

(2:20) What Actually Swung the Live Nation JuryHow one explosive phrase became the emotional center of the case and shaped the jury’s perception.

(11:20) “Blue Dot Fever” and the Reality of Soft ToursAre arena tours actually struggling, or is the panic around unsold seats missing the bigger picture?

(17:20) Ticket Prices Are Becoming a Barrier to FandomWhy increasingly expensive nights out could threaten the industry’s ability to build the next generation of lifelong fans.

(32:35) What the Live Nation Verdict Actually MeansWhat happens after a monopoly verdict, from potential remedies to years of legal challenges and appeals.

(44:45) Would Breaking Up Live Nation Actually Lower Ticket Prices?Why a breakup may make for a compelling political win without necessarily making concerts cheaper.

(55:30) Could Ticketmaster Be More Powerful on Its Own?The surprising argument that separating Ticketmaster from Live Nation could actually expand its reach.

(1:08:00) The Fight Over Spec Ticketing and Resale Price CapsRandy shares why he testified in California and what proposed ticketing legislation could change.

(1:15:20) StubHub, Spec Tickets, and the FIFA MessA look at speculative ticket listings, platform accountability, and Randy’s own test listing a nonexistent FIFA ticket.

(1:27:20) Why Spec Bans Could Matter More Than a Live Nation BreakupRandy makes the case that limiting scalper arbitrage could do more for ticket prices than breaking up Live Nation.

(1:33:40) Dynamic Pricing and a Potential Grand BargainIf the industry eliminates industrial scalping, should primary ticketing platforms give up dynamic pricing too?

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Matt sits down with Randy Vogel of Mesa Arts Center to explore what it takes to lead one of the country's most dynamic multidisciplinary performing arts campuses.

Randy shares how Mesa Arts Center became a catalyst for downtown revitalization, why performing arts centers must balance community impact with financial sustainability, and how strong relationships with promoters can open the door to better programming opportunities. He also breaks down the realities of building a Broadway series, evaluating risk, and using technology to streamline everything from offers to settlements.

In this episode:

• How Mesa Arts Center became a catalyst for downtown revitalization

• What it takes to build and grow a successful Broadway program

• Why performing arts centers must balance mission, community impact, and financial sustainability

• How strong partnerships with promoters lead to better programming opportunities

• How venue leaders can use data to reduce booking risk and make smarter decisions

• Why Prism has transformed offers, settlements, and day-to-day operations at Mesa Arts Center

Episode Time Stamps:

(1:05) How Mesa Arts Center Was Funded

Randy explains how Mesa voters approved a Quality of Life sales tax that funded the approximately $95 million Mesa Arts Center—and why that community investment has been key to its long-term success.

(8:23) How the Arts Revitalized Downtown Mesa

How a world-class arts center became the catalyst for downtown redevelopment and long-term community growth.

(13:02) From Musician to Arts Center Executive

Randy reflects on his career journey, from studying music to leading one of the nation's premier performing arts centers.

(31:01) Building a Successful Broadway Program

A look at how Mesa Arts Center built its Broadway series and what it takes to present national touring productions.

(38:31) Balancing Mission, Community & Profitability

Randy explains how he approaches programming as both a cultural mission and a sustainable business.

(47:07) Why Strong Promoter Partnerships Matter

Why collaboration—not competition—with promoters leads to better outcomes for venues, artists, and audiences.

(57:21) How Data Helps Mesa Arts Center Make Smarter Booking Decisions

Randy shares how Insights helps validate offers, assess risk, and make more confident booking decisions.

(1:05:25) Why Prism Changed Mesa Arts Center's Workflow

From faster offers to simplified settlements, Randy explains how Prism transformed his team's day-to-day operations.

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After a popular fireside chat at NIVA a few weeks ago, Matt Ford and Pat Hannigan, Co-Founder & CTO of Hive, sat down to continue the conversation around one of the biggest topics shaping live events today: AI.

In this episode, Matt and Pat talk about how AI is moving beyond the hype and into the day-to-day workflows that help live event teams save time, make smarter decisions, and sell more tickets.

They cover everything from Hive's new AI-powered Marketing Assistants to Prism's MCP server and Insights, plus where AI fits (and doesn't) in the future of live events.

In this episode, you'll learn:

• How Hive's AI Marketing Assistants help teams automate campaigns without losing the human touch

• Why "default good marketing" is becoming the new standard for venues and promoters

• How AI is improving booking decisions with better data—not replacing instinct

• How Prism's MCP server connects AI directly to your event data and workflows

• Why verified ticketing data is changing the way promoters evaluate shows

• Where AI still falls short and why humans remain essential to great live events

Whether you're booking shows, building marketing campaigns, or simply trying to understand where AI is headed, this conversation is packed with practical insights you can apply today.

Episode Time Stamps:

(6:45) From AI Firehose to Hive's Marketing Assistants How Hive evolved from simple AI chat tools to marketing assistants built into real workflows.

(17:30) What the Assistants Actually Do Real campaign examples, how assistants draft marketing, and why human review still matters.

(24:40) Default Good Marketing Why personalized marketing wins, and how AI makes it practical for lean teams.

(36:40) How Hive Uses AI Behind the Scenes Why AI is a tool—not a replacement—and how Hive balances speed with reliability.

(45:20) Daily AI Workflows & Prism's MCP Using AI for everyday work, Prism's MCP server, and faster contract reviews.

(56:00) Prism Insights & Smarter Booking Decisions How verified ticketing data helps promoters make better booking decisions.

(1:03:05) The Future of AI in Live Events AI's limits, smarter booking tools, and why the future is human + AI.

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In this episode, Matt Ford sits down with Sara Mertz (VP, Music Partnerships) and Steve Oberman (VP, Partnerships) from Tixr to discuss the future of independent ticketing, the evolution of the secondary market, and the technology shaping live events.
They explore how Tixr has built a customer-driven ticketing platform, why promoters need a strategy for resale, what the Live Nation/Ticketmaster antitrust case could mean for the industry, and how AI is changing everything from marketing to fan discovery.
They also discuss the importance of best-of-breed technology, the role of first-party data, and why independent operators need better tools to compete in an increasingly complex market.
Inside the episode:
• How Tixr built a technology-first ticketing platform for independent promoters
• Why the secondary market isn’t going away—and how operators can use it strategically
• Key takeaways from the Live Nation/Ticketmaster antitrust case
• How AI is changing ticketing, marketing, and event discovery
• The role of first-party data in modern live event businesses
• Why best-of-breed platforms often outperform all-in-one solutions
• How independent venues and promoters can compete more effectively in today’s market

Episode Timestamps:

(00:50) Meet Tixr & the Team — Tixr's independent-first origins and approach to long-term venue/promoter/artist partnerships, plus Sara's path from artist management and labels into ticketing and Steve's role across partnerships, sales, and promoter financing.

(07:55) What Makes Tixr Different — Tixr's industry reputation and why promoters gravitate toward its collaborative approach.

(13:20) Features & Resale — Waitlists, integrated resale marketplace, ticket security, and flexible refunds, plus how promoters use secondary markets for discovery while steering fans back to primary.

(24:25) The Live Nation/Ticketmaster Debate — The DOJ antitrust case, industry implications, and what more competition means for promoters.

(38:34) AI, Data & Industry Change — Tixr's use of AI across ops, marketing, and fan experience, plus making data actionable, responsible adoption, and first-party data advantages.

(01:03:05) Prism Insights & Data Transparency — Matt introduces Prism Insights and how better data helps independents decide smarter.

(01:08:27) Surviving & Growing in a Tough Market — Venue economics, headwinds, the role of NIVA and community, plus revenue strategies via premium experiences, upsells, and referrals.

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In this episode, Matt Ford sits down with Justin Kantor, Founder of VenuePilot, to unpack a radically different approach to ticketing—one that challenges long-standing industry norms around contracts, fees, and control.

They explore the hidden economics behind ticketing deals, from advances and per-ticket fees to the real cost venues carry over time. Along the way, they dig into why Justin built VenuePilot without contracts or venture capital, how collaboration (not competition) led to a Prism integration, and what it means to build technology that actually serves operators.

The conversation also expands beyond ticketing into the future of live music itself—touching on AI, human connection, and why small, local venues may be more important than ever in the years ahead.

Episode Timestamps:

(01:13) Justin’s background + founding VenuePilot

Justin shares his journey from professional cellist to running a New York venue, and how that experience led him to build VenuePilot in response to industry pain points.

(03:04) The core problem with ticketing companies

A candid look at how ticketing platforms gained outsized control over venues—and why Justin believes technology should serve operators, not the other way around.

(07:17) No contracts, no lock-ins

Justin explains the philosophy behind eliminating contracts, arguing that strong products—not restrictions—are what actually create long-term customer loyalty.

(10:41) The hidden economics of ticketing deals

A deep dive into advances, signing bonuses, and how “free money” from ticketing companies often comes with long-term financial tradeoffs for venues.

(13:42) Why “cheap” ticketing isn’t actually cheap

Breaking down per-ticket fees and how small differences compound over time, often costing venues far more than they realize.

(20:27) All-in pricing and its impact on the industry

How new pricing transparency is reshaping conversations between venues, promoters, artists, and fans—and what it reveals about true ticket value.

(25:55) Why VenuePilot didn’t take VC funding

Justin shares why venture capital doesn’t align with the realities of the live event industry, and how that decision shaped a more sustainable business model.

(37:28) Why VenuePilot + Prism chose to collaborate

What led two perceived competitors to integrate and work together—and why collaboration may be a better path forward for the industry.

(50:12) The future of live music in an AI world

A broader conversation on why human connection, intimacy, and live experiences will become even more valuable as technology advances.

(01:00:36) Optimistic outlook for independent venues

Justin paints a forward-looking vision of growth in mid-sized markets, stronger local scenes, and new opportunities for independent venues to thrive.

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Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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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.

Episode Timestamps:

(00:00) • Why Broadberry Presents Joined Insights

Skepticism, what changed, and how it fits into daily offer-writing workflow. Why real-time data beats legacy tools — and why independents need it to compete with major promoters.

(12:36) • AI + The Future of Booking

Matt on combining AI with ticketing signals. Jessica’s custom “Artist Offer Researcher” GPT and how it works.

(21:04) • Origin Story: Broadberry & Trigger System

How Lucas and Jessica started separately and built their partnership.

(33:09) • State of the Industry

Down bar sales, too many shows, ticket-price pressure, and why return plays for mid-tier acts are struggling.

(40:16) • Data, Merch & Ticketing Philosophy

Merch split approach, fan data ownership, and why they moved to Etix.

(52:25) • Moving from Spreadsheets to Prism

Change management story: initial slowdown, then big time savings once offers, holds, and settlements lived in one place.

(59:04) • AI, Automation & the Human Core of Concerts

What AI should and shouldn’t replace — automating hold emails, entry-level career paths, and what makes live music worth preserving.

(01:10:06) • Hopes for the Industry

Better data sharing, less zero-sum thinking, pricing ethics, bots, and a fairer ecosystem for artists and fans.​​​​​​​​​​​​​​​​

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Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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In this episode, Matt sits down with Jesse Lauter, Head of Production & Media at Dayglo Presents, the team behind iconic venues like Brooklyn Bowl and The Capitol Theatre, to talk about launching new spaces in a challenging economic climate and why live music is still one of the most human experiences we have.

From transforming historic buildings like Stable Hall into world-class venues, to navigating shifting consumer behavior and industry headwinds, Jesse shares a deeply grounded perspective on what it means to create spaces for connection, culture, and community.

Episode Timestamps:

• (02:00) · What Is Stable Hall? Origins & The Pearl
  Jesse explains how Dayglo got involved with Stable Hall, introduces Peter Shapiro and Dayglo’s ecosystem, and describes the Pearl District’s brewery history and redevelopment.
• (10:40) · Why Build Venues Now? Mission Over Money
  Discussion of economic headwinds, why Dayglo is still opening and partnering on new rooms, and Jesse’s view of live music as sacred, community‑building, and rooted in the Grateful Dead/Jerry Garcia ethos.
• (19:20) · Cracking the Texas Market: Strategy & Team
  How Dayglo is approaching Texas: working with Jason Adams/Outback, bringing in Hannah Gold (Newport Folk/Jazz, Luck Reunion), Stable’s independent status, and co‑promoter relationships.
• (24:40) · Tech Stack Shout‑Out: Using Prism & Insights
  Jesse on why calendar visibility and clean UI matter when running multiple rooms, how Prism is used internally, and how Insights’ real‑time ticketing/financial dashboards drive marketing and booking decisions.
• (30:40) · From Production to Dayglo & The Pussy Riot Sessions
  Transition into his role as Dayglo’s Head of Production, long‑term connection to Shapiro’s world, and the story of recording two unreleased Pussy Riot tracks with Lenny K (Patti Smith Group) and keeping a custom mask.
• (37:25) · Economy, Sober Trends & F&B Shifts
  Jesse’s energetic read on the economy, pressures on fans, declining alcohol sales, rise of sobriety, and experimenting with non‑alcoholic options and THC beverages across Dayglo venues.
• (40:40) · AI, Jobs & Why Live Music Is “Safe”
  Big‑picture talk on AI’s impact on white‑collar work, fears around AI‑generated music, and why Jesse believes live human performance and venues are among the few things that can’t be automated away.
• (42:30) · Spiritual Stakes of Live Music & The Mind of Peter Shapiro
  Jesse and Matt frame live music as spiritual work, not just business; they connect it to broader societal well‑being and describe Dayglo as essentially “the mind of Peter Shapiro” made physical.

Please share this with anyone that might be interested in the topics, links below to subscribe and stay in the loop with the podcast and Prism:

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Meet the Podcast Host/CEO of Prism -⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matt Ford⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Opening Music -⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Banana Bread - Layton.rx⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (Prism engineer!)