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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