National Independent Venue Association Call Out Live Nation's 'On The Road Again' Program

The National Independent Venue Association have issued a statement in response to the newly announced ‘On The Road Again’ program launched by Live Nation Entertainment. Yesterday, September 26th, saw the latter multinational entertainment company reveal that it has instated a new program which will see ‘developing artists’ provided with a $1,500 gas/travel stipend for playing participating venues owned by Live Nation.

Additionally, merch cuts would be waived at all participating venues. While not picked up by numerous press outlets, the wording of the announcement indicated that the program will run ‘through the end of the year.’

The results of that initiative appear to have been immediate, with Fit For A King vocalist Ryan Kirby confirming that they received the aforementioned benefits for their show last night at the Roxian Theatre in McKees Rock, PA.

However, as others industry professionals have already cautioned, there has been some scrutiny put on the motives behind Live Nation‘s intent with the program. Among those raising their voices are NIVA, who represent numerous independently owned venues across the United States.

In a newly issued statement, that association dubbed the program an ‘initiative to squeeze out independent venues.” Their full statement on the matter reads as follows:

“Temporary measures may appear to help artists in the short run but actually can squeeze out independent venues which provide the lifeblood of many artists on thin margins. Independent venues and promoters are investing in and elevating up-and-coming artists every day, and NIVA is supporting those efforts nationally. The initiative announced yesterday may seem like a move to follow the lead of some independent venues. It is not that.

Instead, it appears to be a calculated attempt to use a publicly-traded conglomerate’s immeasurable resources to divert artists from independent venues and further consolidate control over the live entertainment sector. Such tactics threaten the vitality of small and medium-sized venues under 3000 capacity, many of which still struggle to keep their doors open.

Independent stages, where the majority of artists, musicians, and comedians start their careers, are small businesses and nonprofits. They are continually facing rising costs, increased deceptive ticketing practices in the resale market, and ongoing challenges following the global pandemic. Our stages are critical to the live entertainment ecosystem and local economies, and they must survive.

The economics of touring must drastically improve for artists and independent venues. There has to be a better way. NIVA will continue to support artists and empower independent venues as we collectively find it.”