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crowd throws hands up during live music event with blue lights

YouTube Music & NIVA partner on nationwide initiative to save indie music venues

YouTube Music has teamed up with the National Independent Venue Association (NIVA) on a partnership to preserve independent live music venues across the United States. Dubbed the Save Our Stages initiative, the goal is to “nurture the ecosystem of independent live music venues and promoters” affected by the COVID-19 shutdown. 

The initiative follows suit with the Save Our Stages Act, which was launched earlier this year to help local businesses cope with the devastating financial blow to the live entertainment industry. As an early advocate of the bill, NIVA was formed in March 2020 to raise awareness through petitioning and lobbying in Congress.

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, created to support America’s most vulnerable venues and provide short-term relief to avoid eviction or permanently shuttering.

YouTube is a place where artists and fans around the world come to connect and build community. With traditional concerts on hold, never has there been a more important time to support the live music industry through our partnership with NIVA,” stated YouTube Chief Business Officer Robert Kyncl.

It’s projected that the live music industry will suffer a revenue loss of up to $9 billion if touring remains canceled for the rest of 2020. To learn more, visit NIVA’s YouTube here.

Read NIVA’s full statement below.

H/T: Billboard.