AXS Backs Independent Venues With New, Renewed U.S. Partnerships

AXS is strengthening its position in the independent venue space with a new round of partnerships spanning some of the most recognizable clubs and mid-sized rooms in the U.S.

The ticketing and live event technology company announced new and renewed agreements with the legendary Troubadour in West Hollywood, the full Marathon Live venue portfolio, and Minneapolis independent venue operator First Avenue. The deals underscore AXS’s push to serve independent operators ranging from single-room institutions to multi-market venue groups.

“Independent venues are essential to the live music ecosystem,” said Dean DeWulf, Head of North American Venues at AXS. “They’re where artists build careers, fans discover new music, and communities come together. These operators know their rooms and their audiences better than anyone, and we’re proud to give them the platform, technology, and tools they need to keep doing what they do best.”

The Troubadour, which opened in 1957, remains one of the most storied clubs in live music. The West Hollywood landmark has hosted career-defining performances from artists including Elton John, James Taylor, Billy Joel, Bruce Springsteen, Radiohead, Guns N’ Roses, Willie Nelson and Justin Bieber.

“The Troubadour has always been about the connection between artists and fans,” said Christine Karayan, Owner and GM of the Troubadour. “As we look ahead, working with AXS allows us to preserve what makes this venue special — its history, its independence, and the intimate live experiences fans and artists expect from the Troubadour.”

AXS will also ticket Marathon Live’s full portfolio, which includes Marathon Music Works in Nashville, The Signal and The Parlour in Chattanooga, The Hall in Little Rock, FIVE in Jacksonville, The Truman in Kansas City and The Hawthorn in St. Louis. The growing venue group operates 1,000- to 2,000-capacity rooms across key touring markets, serving national artists, private events, local communities and a wide range of genres.

“As Marathon Live continues to grow across multiple markets, it’s important that we have a ticketing partner who understands how independent venues operate,” said Mark Dinerstein, CEO of Marathon Live. “AXS gives our team the tools and support to move quickly, manage each room’s unique needs, and keep the focus where it belongs — on the artists and fans that we are proud to serve.”

In Minneapolis, AXS has renewed its relationship with First Avenue, the influential independent operator led by Dayna Frank. First Avenue has long been a leading voice for independent venues, with Frank playing a key role in the Save Our Stages campaign that helped secure federal relief for venues and live entertainment businesses impacted by the pandemic.

“From your first show at 7th St Entry to a sold-out night at First Avenue, we’ve built these rooms around the fan experience, and around artists at every stage of their career,” Frank said. “Partnering with AXS means our community gets a ticketing experience that’s as committed to independent music as we are.”