Independent music venues remain among the most vital and vulnerable institutions in American live music. These spaces are where artists develop, communities form and local culture takes root. JamBase’s interview series with National Independent Venue Association (NIVA) member venues looks for insights into the history, challenges, and rewards of running independent rooms across the country. This installment features a Q&A with First Avenue’s Ashley Ryan.

First Avenue has stood at the corner of Seventh Street and First Avenue North in downtown Minneapolis since 1970, when a vacated Art Deco Greyhound bus depot was converted into a rock club originally called The Depot.

What opened on April 3, 1970, with Joe Cocker on the bill, went through several iterations over the following decade, passing through a disco era as Uncle Sam’s before emerging as First Avenue in the early 1980s. It was during that period that the venue found its identity, becoming a nexus for the Twin Cities’ punk and R&B scenes and a proving ground for artists who would go on to define American music.

The room’s most enduring association is with Prince, who filmed much of his 1984 film Purple Rain on its stage and whose star is among more than 400 now affixed to the venue’s black exterior walls — a tradition that has become one of the most distinctive symbols of artistic legacy in American live music. Hüsker Dü, The Replacements, Soul Asylum, Atmosphere and Lizzo are among the artists who came of age in the room.

First Avenue’s connection to the broader independent venue ecosystem runs deep. When the COVID-19 pandemic shuttered live music in March 2020, CEO Dayna Frank was among the founders of the National Independent Venue Association (NIVA), organizing independent venues and promoters across the country to advocate for federal relief. That effort led directly to the Save Our Stages Act and the Shuttered Venue Operators Grant program, which delivered more than $16 billion in relief, making it the largest public investment in the arts in U.S. history.

Today, First Avenue Productions operates multiple stages, including the Mainroom and the intimate 7th St Entry, along with several other Twin Cities venues.

This week, Minneapolis serves as the host city for the NIVA ’26 annual conference, with First Avenue as the site of the opening night celebration. JamBase spoke with First Avenue Chief Marketing Officer Ashley Ryan ahead of the event.

First Avenue Chief Marketing Officer Ashley Ryan

What drew you to working at an independent venue?

I grew up going to shows in VFWs, basements, backyards, all ages venues, and First Avenue; so, I don’t know if I really could imagine it any other way.

I ended up working for a group of independently owned radio stations in Austin, Texas, and then found my way into live from there. Through some cosmic forces and a good network, that ended up being First Avenue.

Did you have a mentor or a formal background in the business, or did you figure it out as you went?

I’ve had some great bosses and mentors over the years, for sure. No formal music business degree, but my undergrad Cultural Studies, that’s focused on cultural practices and pop culture, media, power dynamics and representation. Highly recommend.

A lot of the actual business, what I do now, has been learned along the way and by working with great people.

What do you wish you knew when you started that you know now?

Everything changes all the time, and a lot stays exactly the same.

What are three things you wish concertgoers understood about what it takes to run an independent venue?

1. There are real people back here (hi!). And we’re doing it because we love it.

2. We love to create your best night out.

3. You can do it too. For real, there is no one path to this, if you have the passion, get involved in any way you can.

What’s your favorite thing about First Avenue?

The bands who play here, the people who work here, and the fans the keep it all going through their love of live music and supporting indies.

Photo via First Avenue

How do you think about brand partnerships and sponsorships — what makes one feel right for First Avenue?

We partner with a lot of local and independent brands, for example, we’ve had a year’s long partnership with Surly Brewing. We host shows at their brewery, they sponsor shows at our venues, and we did a collab beer with them for a while, the Surly +1.

We’ve also done partnerships with brands like Vans and Red Bull, and a personal favorite, Zubaz. We just know if it feels right.

How has the post-pandemic landscape changed the way you operate?

Everything is more expensive, obviously.

There’s a new level of risk, so we have to be extremely strategic and more nimble than ever. There’s also a new level of constant immediacy.

What live music industry trends are you watching closely over the next couple of years?

We’re still working on getting people out of their houses, changing beverage trends, and paying attention to outdoor community events as we’ve got an amphitheater on the horizon.

Also, paying attention to what’s happening with the AI landscape, especially the impact on artists and creative culture.

What’s your advice for someone who wants to open an independent venue today?

Be tapped into the community, locally and the independent venue community across the country (and world). Building an authentic and niche space for what is driving you to take this wild risk.

Is there a show or a moment at First Avenue that you’ll never forget?

D’Angelo in the First Avenue Mainroom with a Questlove DJ set in 2015.