Spotify & NIVA Form Partnership

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Spotify and the National Independent Venue Association (NIVA) have revealed a year-long partnership, which will help support independent live music across the country.

“Independent venues are the heartbeat of live music,” says Rene Volker, Senior Director, Live Music, Spotify. “They’re where artists take risks, build devoted communities, and where fans discover what they’ll love for the rest of their lives. This partnership with NIVA is about making sure Spotify’s platform, editorial, and product capabilities are working in direct service of that ecosystem. We’re here for the long game.”

“Independent stages are where every artist gets their start and where nearly 200 million fans a year experience the joy of music, comedy, and performance,” adds Stephen Parker, Executive Director, National Independent Venue Association. “NIVA’s Certified Live Independent is a seal that shows the sacrifices and ingenuity that goes into keeping their venue or festival independent. We’re grateful that Spotify is elevating that seal and independent stages on their platform to allow millions of fans to experience the magic of these spaces.”

Below are some of the new initiaives that will launch through the new partnership:

Amplifying independent events: Spotify will highlight independent venues through venue pages and the Live Events feed.

Monthly playlist spotlights: Spotify will launch the Independent Booker Spotlight playlist series this summer. NIVA will select a new independent booking agent each month to create a playlist alongside Spotify’s editorial team.

Recognizing independent venues: NIVA will have Certified Live Independent seal that marks independently owned venues. The seal is intended to elevate the quality and sustainability of independent live performances while safeguarding the authentic, distinctive character that defines these cultural spaces. By featuring this seal on venue pages on Spotify, it will give independent venues platform visibility that matches their impact on the broader ecosystem.

Investing in the future of live music: Spotify will invest in venues that showcase both early growth and long-term community building.

Madison Hahnen
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