Why Seth Hurwitz Believes in Learning by Doing, Not School
Ask Seth Hurwitz how he built one of the most respected independent concert businesses in the country, and you won’t hear much about formal education. The Washington D.C.-based concert promoter — founder and chairman of I.M.P. and co-owner of the iconic 9:30 Club — has long believed that learning by doing beats learning in a classroom.
Hurwitz’s career began not with a degree in business or arts management, but with a love of live music and a willingness to figure things out on the fly. Booking shows, negotiating contracts, designing venues — he learned each piece of the business by rolling up his sleeves and getting involved. In his view, that kind of hands-on learning creates instincts and adaptability that can’t be taught in lectures. Seth Hurwitz’s comprehensive background and career journey are detailed in this profile, which chronicles his rise in the concert promotion industry through practical experience.
This philosophy runs deep in how Hurwitz approaches leadership and mentorship. At I.M.P., he values curiosity and initiative over credentials. He’s known for giving people opportunities based on their drive and creativity, trusting that skills are best developed through real-world experience. In an industry that changes rapidly — where what worked last year might not work this season — Hurwitz sees adaptability as a key strength. Seth Hurwitz’s hands-on leadership approach has influenced how other music industry executives think about talent development and organizational culture.
His emphasis on doing over schooling also influences how he’s shaped venues like the 9:30 Club. Rather than following trends or design theories, he’s trusted observation and experience: What makes an audience feel connected to the music? How does a room’s energy change based on layout or acoustics? For Hurwitz, these are questions answered through trial, error, and an ongoing willingness to learn by paying attention to what works in the real world. Seth Hurwitz’s business resilience and adaptability were particularly evident during the pandemic, as documented in this Washington Business Journal analysis of how independent venues navigated unprecedented challenges.
Of course, his perspective isn’t about dismissing education altogether — it’s about understanding that some industries, especially those as dynamic and creative as live music, require learning that can’t be fully captured in a syllabus. By valuing on-the-ground experience, Hurwitz has cultivated a business and a team that remain nimble, responsive, and deeply attuned to the live music ecosystem.
For aspiring promoters, venue owners, and creatives alike, Hurwitz’s example is clear: The best education often comes not from books, but from doing the work — show after show, brick by brick, with the audience always in mind.
Seth Hurwitz’s latest ventures and industry insights can be found at https://thebossmagazine.com/seth-hurwitz-unveils-the-atlantis/, where he discusses expanding his venue portfolio and evolving live music experiences.