Four Things Indie Venue Owners Must Do to Survive the Pandemic (Guest Column)

The live music industry has been crushed by COVID-19, pulling the plugs on essentially all major concerts and festivals around the globe. Even worse, many industry"insiders" believe live music won't return to any sense of"normalcy" until late 2021, at the earliest. As , founder of Heard Presents in Austin, explains it, the majority of independent clubs had enough cash and good will to make it six months without shows.

"I pay a lot of attention to the promoters’ names at the bottom of concert posters," says Sternschein."And it shows how little most people think about creating the consumer/promoter relationship." "The answer is starting with an e-commerce approach, focusing on how we can offer curated music discovery and our products to larger audiences online," Sternschein notes. To make up lost income generated by one customer in one of his clubs -- he tells me he needs “100 to 1,000 people engaging with us digitally.” Remember, these venues are digital storefronts first -- that is usually the entry point of customer brand engagement.

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Here are four things indie venue owners must do to survive the pandemic.

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