Festivals In Focus: Q&A With Topeka Live Founder Andy Levine

Live music festivals continue to grow in popularity and diversity as the landscape shifts and responds to trends and technological changes. JamBase reached out to several independent promoters of music festivals for insights into the challenges and rewards of hosting memorable events. This installment presents a Q&A with Andy Levine of Topeka Live.

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Topeka Live is a music festival promoter known for its signature approach to creating immersive music vacation experiences taking place on the shores of Miramar Beach, Florida. Topeka Live was founded in 2021 by Andy Levine, who previously launched Sixthman – another company known for music-themed cruises, with its first major event, Moon Crush.

The events curated by Topeka Live are known for featuring a mix of big-name artists and bands across various genres. Topeka Live festivals are set up to allow attendees to enjoy music in comfort, featuring personal “Coves” that are private viewing areas equipped with on-demand “no-line” services like food and drink delivery, effectively eliminating the need to queue at concession stands.

The 2024 Topeka Live event lineup includes the recently completed Moon Crush Pink Moon with Noah Kahan and others and the currently underway Lauren Daigle’s Kaleidoscope Beach Weekend with performances by Daigle, Jon Batiste, Natalie Hemby, and others. Tedeschi Trucks Band’s new Sun, Sand and Soul Beach Weekend launches on May 2 – 4. Headlined by TTB, additional performers include JJ Grey & Mofro, Blackberry Smoke, and more.

Brandi Carlile’s Mothership Weekend returns May 10 – 12 with Carlile performing on a lineup featuring Bonnie Raitt, Sara Bareilles, Black Pumas and others for Mother’s Day. Luke Combs Bootleggers Bonfire debuts October 10 – 12, which will see Combs’ headlining two nights, along with performances by The Wildcards, Craig Morgan and Tracy Lawrence.

Lyle Lovett curated and will headline the inaugural Moon Crush Cowboy Moon when it debuts November 1 – 3. Jason Isbell, Molly Tuttle & Golden Highway, Little Feat, The Mavericks, Paul Thorn and Nikki Lane are also part of the 2024 Moon Crush Cowboy Moon lineup. The Avett Brothers’ Moon Crush: An Avett Moon returns on November 8 – 10 and includes multiple appearances by the sibling band plus Greensky Bluegrass, Band of Horses, Shakey Graves, and Grace Potter.

Topeka Live founder Andy Levine shared his thoughts and insights into the world of independent music festival promotion. Scroll on to read his Q&A.

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What got you into the world of independent festivals/promotions?

Probably like many, the real answer is, by accident. In 1990, I was helping book a band of fraternity brothers in Gainesville, Florida at the University of Florida. They looked like they were having way more fun so I taught myself how to play guitar and harmonica so I could join the band. The drummer in that band helped market the shows and I led booking, together made sure all the sound/lights etc. were set…we had a blast.

He’s since teamed with me in two of the businesses I founded (including being a partner and COO with me now at Topeka). That college band had a lot of heart but not the best songs, so when it was time to call it quits, I started promoting shows in Gainesville at a local venue. Through that, I became the manager of an emerging local band called Sister Hazel.

In 2001, Sister Hazel took 400 fans on a cruise ship, pioneering the idea of fans and bands together on vacation at sea under The Rock Boat brand. After working with the band as their manager and building up The Rock Boat, I decided to focus on festivals at sea full-time and founded Sixthman. During my time as CEO there, I learned so much about the power of community, forging authentic connections and the sense of belonging that comes with people who share passions and come together on vacation with their heroes. The goal was to “tear down the walls between fans and bands.”

After leaving Sixthman, I founded Topeka and the Moon Crush brand was conceived with the belief that no Full Moon should go by without crushing on the people you love. Topeka produces a wide range of Music Vacations under the Moon Crush brand along with vacations curated and hosted by iconic artists such as Luke Combs, Brandi Carlile, Tedeschi Trucks Band, Lyle Lovett, Lauren Daigle and The Avett Brothers.

It’s a really special feeling when guests share with our team that their time with us on vacation has become their favorite days of the year. Comments like that inspire our team to go above and beyond in every way possible to look after our guests and artists.

Did you have a mentor(s) or an education in the space?

There are so many inspiring and innovative artists, managers, agents, promoters, and team members I’ve had the pleasure of working with and learning from. Too many to mention. As I think about the education in the space that has really impacted me, I’d have to say it’s the guests. I spend a lot of time in Facebook groups, on phone calls, chats, emails and on-site at our vacation events interacting with our guests.

What we do asks a lot of our guests’ time, money and vacation days and we take that responsibility seriously. I am always so excited to see how engaged guests will be to share their experience with us, what we can do better, what they want more or less of as it relates to the entire experience (booking, venue, lineup, activities, accommodations etc.).

I’ve never really said it like that but it’s hard not to say that the guests have been my biggest mentor in creating the music vacations I’ve been a part of for so many years.

What do you wish you knew starting out that you know now?

Every day I learn something new, which I love. I think when I was getting started producing shows and events I thought I was in the music business, a promoter of concerts. That shifted with my time at Sixthman and feeling like we were in the vacation business (which comes with much higher expectations from guests). From there, the power of hospitality and building and strengthening fan communities is truly what I feel is the focus and the mission for me and the team. So I guess it would have been great to have sped up that very important insight!

What are 3 things you wish concert attendees knew about hosting and promoting an independent music festival?

As you can imagine, so much goes into planning and executing high-touch music vacations like ours. I think what I’d love the guests to know is one, just how hard the team works, how much they care and how driven they are to deliver an amazing experience for the guests and the artists.

Second, I’d want to remind the guests just how important their direct feedback is. We are constantly seeking guest input in our vacation Facebook groups, via calls, emails and a lengthy survey after each event. We use that feedback as a compass to make improvements on every facet of the experience from the moment a guest books to the moment they leave the venue on the last night.

The last thing I think I’d share is to give a glimpse into how much the artists who host and perform at our music vacations put into their performances. Many prioritize playing custom sets, participating in activities, designing the art, helping curate the lineup and more. These vacations are as special to them as they are to our guests which is why we’ve been so fortunate to see guests and artists come back year after year, something we hold great respect for and do not take lightly.

What is your favorite thing about promoting independent music festivals?

What has always driven me is seeing people form truly authentic connections at the events I have been a part of. Being a part of setting the stage for moments that become memories that last a lifetime is really what inspires me. And what’s really cool is those lasting connections happen on so many levels, guest to guest, team to guest, team to team, guest to artist, artist to artist etc. … it’s really powerful.

What’s a favorite festival that you’ve attended or worked on and why?

I’ve been fortunate to attend a number of fantastic events produced by others and played a role in producing a bunch of them myself. What comes to mind is not really any one specific festival but that moment that occurs at all of ours when the sun is coming down that first evening. Guests are finally on that vacation they’ve been looking forward to, often for nearly a year. They are in the exact place they want to be with the exact people they want to be with. The first chord is strummed from one of their favorite bands (and maybe a first sip of their favorite drink) and it all just sets in on them. That moment is what really puts smiles on me and the team’s faces and then it’s usually interrupted by a radio call that we are running low on size large lineup t-shirts or something like that.

How do you prefer to engage with brands or sponsors who want to come on board? What qualities do you look for?

Our goal is to ensure value is added, and that there is a fit within all parties … the guests, the artists and our vacation brand. Ideally, the brand is seeking to connect with the guests in a manner that is interactive, that enhances their experience leading up to the vacation and on-site. Logos on stage scrims don’t tend to do that but I’ve seen some really dynamic activations that guests have fully engaged with that made their time with us that much more special.

What are the qualities you look for when partnering with an artist to curate/co-brand a festival?

We could not be more blessed at Topeka to be working with the caliber of artists that we do. If you just look at who is hosting music vacations with us this year, it’s a list I never would have dreamed real so soon into our company’s history or even at all. Luke Combs, Brandi Carlile, The Avett Brothers, Tedeschi Trucks Band, Lauren Daigle, Lyle Lovett — these are not just amazing artists and amazing people, they all share a very real passion for the fan communities they serve. They value the long-term relationship with their fans. They each bring such intention to the experiences they curate. It is an honor to work with artists such as these. Our hope is to serve them and their fans so well that they continue to make our vacations an annual occasion.

How has the indie festival promotion business changed post-pandemic?

We’ve seen pros and cons post-pandemic, but more pros. There is no doubt that costs have gone up to produce events and there are a lot of tours and festivals active which is great in that it is giving fans more choices, we just have to work harder to make sure we are high up on their option list.

All that said, what has been most exciting to see on the positive side is that fans are prioritizing how they spend their precious personal time and money. The pandemic showed us that life can change in an instant. People seem to be putting more and more emphasis on investing in experiences vs. material items and travel and music, sit among the top of many people’s most desired experiences.

Additionally, there is still a bit of a pause for international travel and to be in really large crowds by some. We feel we are well suited to serve these shifts due to the multi-day destination vacation format of our events (4,000 to 5,500 capacity with reserved coves, delivery of all food, beverages and merch right to your cove in five minutes, air-conditioned bathrooms, beach condos a short walk to the venue etc.) … and it’s all right here at the beach in the States.

Do you think that the effects of the pandemic are over/complete for people promoting independent live music events?

Anything can change at any moment, right? I’ve noticed a bit of another wave of festivals shake out lately. Some established festivals taking a year off or shutting down entirely and some new concepts failing to launch. It’s a demanding sector of the music business but one when done well is really special for all involved.

Are there any trends you see taking shape over the next couple years?

I mentioned some fan trends which I’d expect to continue. On the artist side, we’re hearing lots of managers and agents share that their artists are more excited and focused on forging direct long-term connections with their core fan base. We’re also often reminded of how hard the touring and the road can be on an artist (being away from family etc), so when more comfortable opportunities (particularly in which they can bring their families) arise like a residency, destination event etc they are being looked at even more closely. Having more ownership seems to be a priority on the artist side which makes sense, whether that is their own brand, foundation or destination event etc. … I’d expect that trend to accelerate in the next couple of years. I’m optimistic about space today and into the future.

What is the best advice you can give to someone looking to attend a festival in 2024?

I guess I’d just say remember why you chose to go in the first place and be in the moment when you’re there. Our days are inundated with texts, posts, scrolls of heavy news and so many things to do … an open-air live music experience is an opportunity to get away to get together. Real life-long connections can be made when we share time with others who share similar passions. It is really inspiring for us to see people come year one for a certain artist and then they come back and bring others year after year to be with each other, [with] their new friends. And, like your mom probably told you — drink lots of water and put on some sunscreen.

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The JamBase Festival Guide is consistently growing with the addition of new music fests happening globally.

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[JamBase is a media partner of Topeka Live.]