NIVA, YouTube Announce Initiative To Help Preserve Independent Music Venues

The National Independent Venue Association and YouTube have joined forces to help preserve independent live music venues across the United States through the Save Our Stages initiative.

NIVA’s mission is to preserve and nurture the ecosystem of independent live music venues and promoters throughout the U.S., and together, YouTube and NIVA will work on unique programming that will help bring live performances back into music venues safely. In addition, YouTube will help raise awareness and funding for the NIVA Emergency Relief Fund.

The Emergency Relief Fund was created to support America’s most vulnerable venues and is intended to provide short-term relief for independent venue owners and promoters on the verge of eviction or permanently shutting down due to COVID-19. The fund is intended to work hand-in-hand with federal and local programs, assisting with the most immediate needs facing the country’s independent venues and promoters and making it more likely that they will be able to reopen, fully, when it’s safe.

“YouTube is a place where artists and fans around the world come to connect and build community,” said Robert Kyncl, YouTube Chief Business Officer. “With traditional concerts on hold, never has there been a more important time to support the live music industry through our partnership with NIVA. We’re committed to doing our part in saving independent venues and continuing to bring artists and fans together through music.”

“With the entire independent venue and promoter industry on the verge of massive collapse, we’ve been fighting urgently for the Save Our Stages Act which will provide meaningful relief to our members and the independent music community,” said Stephen Sternshein, co-founder/treasurer of NIVA, and managing partner of Heard Presents in Austin. “YouTube’s direct involvement helps us generate awareness for the plight of independent live music and raise funds for NIVA’s Emergency Relief efforts. This could literally be the difference between some venues going under or holding on until Congress comes back from recess to pass much-needed federal relief. The independent concert industry will be reeling for years to come from the devastating revenue loss related to COVID-19, so we’re excited about what YouTube and NIVA can do together to bring the live experience back.”