If one word could summarize 2024 for the live music industry, it might be "chaotic." From over-saturated touring schedules to inflated ticket prices and audience fatigue, this year has been anything but predictable. During Opendate’s final webinar of the year, industry veterans reflected on the highs and lows of 2024—and shared what they’re carrying into 2025.

The Year of "All Over the Place"

Steven Chilton aka Psyko Steve, owner of the Rebel Lounge in Phoenix, set the tone: “The year was all over the place. We saw a lot of amazing successes but just as many tough losses.” This sentiment was echoed by Dan St. Pierre from Tuffy’s Music Box in Florida, who described 2024 as "chaotic," noting that the highs of spring quickly gave way to an unpredictable fall. 

For many venues, 2023’s "revenge spending" led to overconfidence. The inflated guarantees and ticket prices that worked last year didn’t always deliver the same results in 2024, leaving some venues and promoters scrambling to break even.

"Must-Sees" vs. "Might-Sees"

One recurring theme was the need to separate "must-sees" from "might-sees." As Matt Smith of the UC Theatre put it, “Your must-sees are going to do well, and your might-sees are a crapshoot.” Many panelists agreed that betting on the wrong act—or overestimating demand—was a common pitfall this year.

Jackie Becker, talent booker from Up to Eleven and Mammoth Live, noted the pressure from artist teams to jump to larger venues or raise ticket prices. “A $25 ticket doesn’t mean you’re ready for $40, and a 300-cap room doesn’t mean you’re ready for 800,” she said. These miscalculations often resulted in empty seats and financial losses.

Too Many Tours, Too Little Time

Another major challenge was the sheer volume of touring acts. “Everyone was out this fall,” Chilton remarked. “The paradox of choice was real. Audiences couldn’t attend everything, and many opted to stay home unless it was a must-see.”

The election season also took its toll, particularly in swing states. “November was basically a wash,” Jackie noted, adding that political ads and voter fatigue dampened consumer spending on entertainment.

Lessons for 2025

While 2024 may have been chaotic, it wasn’t without its lessons. Here’s what the panelists are taking into the new year:

1. Know Your Audience: Understanding who is buying tickets—and who’s staying home—is more critical than ever. As Dan noted, younger crowds often bring less revenue to the bar, making it essential to adjust expectations and pricing.
2. Push Back When Necessary: Chilton emphasized the importance of standing firm against inflated guarantees and ticket prices. “You can’t make a $25 band a $40 band just because you want them to be,” he said.
3. Diversify Revenue Streams: From VIP packages to sober-friendly drink options, venues need to think creatively about how to maximize profitability beyond ticket sales.
4. Collaborate and Adapt: Jackie stressed the importance of working with other venues and promoters to navigate market shifts. “Collaboration isn’t just a strategy—it’s survival,” she said.

Moving Forward

2024 may have been a rollercoaster, but it also provided valuable insights into the evolving live music landscape. As the panelists noted, the key to thriving in 2025 will be adaptability, data-driven decision-making, and a willingness to embrace new approaches.

So, are we okay? Maybe not completely, but with lessons learned and strategies refined, the live music industry will find its rhythm again. Here’s to a brighter 2025—chaos and all.