He Helped Create Lollapalooza. Now He Desires to Save Dwell Music.
For small music venues, the state of affairs is dire. Starved for income since March, and with no lifeline from Congress, impartial golf equipment throughout the nation are shuttering by the dozen — devastating followers and artists alike and delivering a brutal blow to the ecosystem that develops tomorrow’s Grammy winners and underground heroes.
One music govt, nonetheless, thinks he can save them, by way of a plan to spend money on small golf equipment and construct an indie touring community.
Marc Geiger, the previous international music chief of the large expertise company WME, has quietly amassed a warfare chest to fortify empty golf equipment through the pandemic and assist them develop as soon as they reopen. One of the vital charismatic figures behind the scenes of the music business — a motormouth futurist who helped create Lollapalooza and was an early proponent of how the web may assist musicians — Geiger portrays his newest enterprise as a form of private campaign.
“Considered one of my favourite issues on the earth is to go to a membership, be handled effectively and see an unbelievable band,” Geiger, 58, mentioned in an interview. “So I believed, ‘OK, I’m going to lift a bunch of cash and I’m going to backstop all these golf equipment. I’m going to be a bailout answer for them, and I’m going to name the corporate SaveLive.’”
His plan for SaveLive is to spend money on dozens of golf equipment across the nation — shopping for at the least 51 % of the fairness in these companies — and assist them develop into regional forces as soon as live shows return at full steam, which he doesn’t count on till 2022 or later. SaveLive has secured $75 million in accessible capital from an preliminary funding spherical, Geiger mentioned, and is already negotiating with a variety of venues across the nation.
“The hope right here is to create a community impact,” Geiger mentioned. “To be a long-term backer, helper, grower of those companies, and benefit from the wins.”
The night-after-night churn of membership gigs is much less profitable and glamorous than the world of celebrity area excursions. However it’s a important feeder for your complete business, and golf equipment typically encourage a passionate devotion that may be measured by the names and band logos scrawled on backstage partitions.
The prospect of dropping a big swath of the nation’s small venues — to chapter or compelled gross sales — has drawn large alarm. This month the Nationwide Impartial Venue Affiliation, a brand new advocacy group, raised practically $2 million from a web-based pageant, hosted by YouTube, that featured artists like Dave Matthews, the Foo Fighters and Brittany Howard performing of their favourite spots and pleading for reduction. On Wednesday, a brand new nonprofit, the Dwell Music Society, mentioned it will give $2 million in grants over the subsequent two years to venues that may maintain 250 folks or much less.
Since June, when Geiger left WME after 17 years, his subsequent transfer has been one of the buzzed-about questions within the business. For 3 a long time, he has been an influence dealer and an aggressive visionary, typically among the many first within the enterprise to glimpse — and proselytize over — the potential of latest traits in music and know-how.
“I feel Marc has constantly been forward of the sport,” mentioned Trent Reznor of 9 Inch Nails, which Geiger booked for the primary Lollapalooza tour, in 1991. “He is aware of that music ought to be revered. It isn’t simply an asset — it’s a particular factor that deserves to be offered to folks in a approach that helps them uncover the magic.”
For SaveLive to achieve success, Geiger wants a important mass of venue proprietors to signal on his dotted line. Underneath regular circumstances, that might be a tricky promote for lone-wolf membership house owners, who’ve spent a long time resisting company consolidation. However even Geiger’s skeptics admit there could also be few different choices.
“Geiger’s answer on some stage scares me,” mentioned Frank Riley of Excessive Highway Touring, an indie stalwart who books artists like Wilco, My Bloody Valentine and Robert Plant. “He’s going to purchase distressed properties for cash on the greenback and find yourself proudly owning 51 % of their enterprise. Is that impartial? I don’t know. But it surely does save the platforms on which issues develop and the place artists are sustained.”
Geiger, who based SaveLive with John Fogelman, a fellow WME alumnus, insisted that his venue offers can be partnerships, and that regardless of controlling a majority share he wouldn’t search to flip belongings. That was seconded by Geiger’s main backer, Jordan Moelis of Deep Subject Asset Administration, who mentioned he’s committing his firm’s cash in addition to his household’s. (He’s a son of Ken Moelis, a distinguished Wall Road funding banker.)
“We don’t see this as a distressed-asset play,” Moelis mentioned in an interview. “We see this as a business-building play, a play to be a long-term companion and to be round for a very long time.”
Even with golf equipment now darkish, SaveLive initiatives that it will likely be worthwhile inside 4 years.
To a level, indie venues’ vulnerability is rooted of their very independence: most function on skinny margins and have restricted monetary sources. As SaveLive companions, Geiger mentioned, they might achieve economies of scale in addition to entry to favorable offers for ticketing or sponsorship — suggesting that SaveLive would, to some extent, resemble a mom-and-pop model of Dwell Nation or AEG, the large corporations that now dominate the touring enterprise.
In some methods, Geiger matches the stereotype of a high-octane Hollywood insider, spewing jargon and quotable scorching takes — “There’s energy within the underground” — whereas his cellphone buzzes with the Who’s “Baba O’Riley” as its ringtone.
But regardless of his longtime perch at WME, the place he oversaw a crew reserving excursions for a number of the largest pop acts on the planet, Geiger comes throughout as a consummate fan of under-the-radar music. He nonetheless raves concerning the New Order and Cocteau Twins reveals he booked as a junior agent within the Eighties, when few others noticed a lot industrial potential in so-called school rock.
“The most effective thrill in our enterprise is when an artist is breaking,” he mentioned. “It doesn’t get any higher than that.”
With Lollapalooza — which he created with Perry Farrell of Jane’s Dependancy and one other agent, Don Muller — Geiger helped crystallize the choice market simply because it was about to blow up. The success of these excursions had a long-lasting impression, mentioned Paul Tollett, the promoter behind the Coachella pageant, who mentioned that he and fellow regional promoters “lower our enamel” on the early Lollapalooza excursions.
“Once I first heard about Lollapalooza,” Tollett mentioned, “I referred to as my pals and mentioned, ‘They’ve all people — Jane’s, Siouxsie,’ you go down the record. Now you possibly can launch 150 artists on the poster and the general public’s like, ‘Eh.’ When Lolla got here out, that they had seven names. Seven. And it appeared like that they had everybody for the summer time. It was simply tremendous influential.”
By the mid-Nineties, Geiger grew to become one in all music’s loudest voices predicting — and welcoming — technological disruption. ArtistDirect, the corporate he co-founded in 1996, pushed the then-radical concept that artists ought to management their very own on-line “channels” of communication and commerce. It signed up the Beastie Boys, the Rolling Stones, Beck, Tori Amos and lots of different artists.
“My head appears to be like at damaged programs,” Geiger mentioned. “For 25 years I screamed that there was a greater system by way of the web to hear, comply with, eat, attend.”
He might have been too early. The corporate went public in March 2000, on the eve of the dot-com market crash. Geiger misplaced hundreds of thousands and, he mentioned, others within the enterprise reveled in schadenfreude.
“Folks advised me the web was over,” he mentioned. “‘You’re a fraud. The web is a fraud. Thank God the previous enterprise is again.’ I used to be damaged.”
By 2003, Geiger was again as an agent at William Morris — which later merged with the Endeavor company to grow to be WME — and have become a key participant in an unlimited enlargement of the live performance business, together with the expansion of festivals and the rise of digital dance music.
Though the live performance world is now largely mothballed, Geiger is bullish on the eventual return of reside music, saying that the “claustrophobia financial system” of lockdown will give approach to a renewed pleasure — and large enterprise — as soon as artists hit the highway once more. SaveLive, he mentioned, is a guess to make it possible for smaller venues survive to play an element in its return.
“I consider the artist financial system goes to be very large when it comes again,” Geiger mentioned. “Artists will need to tour to get their money shifting once more, and individuals are going to like going out greater than ever.”
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