YouTube Music partners with NIVA to support independent theaters in the United States


YouTube Music and the National Independent Venue Association (NIVA) have partnered to help preserve independent concert halls in the United States through the Save Our Stages initiative.

Formed at the start of the COVID-19 shutdown, NIVA now represents more than 2,800 members in all 50 states and Washington, DC.

Together, according to a press release, YouTube and NIVA “will work on unique programming that will help bring live performances back to concert halls safely.”

In addition, YouTube will help increase awareness and funding for the NIVA Emergency Relief Fund.

The NIVA Emergency Relief Fund was established to support America’s most vulnerable sites and is intended to provide short-term relief to independent concert hall owners and promoters on the brink of an eviction. or a permanent closure due to the COVID-19 shutdown.

The fund is intended to work hand-in-hand with federal and local programs, meeting the most immediate needs facing independent venues and developers across the country and increasing the chances that they can reopen, completely, when it is. sure.

“We are committed to doing our part to save independent theaters and continue to bring artists and fans together through music. “

Robert Kyncl, YouTube

Robert Kyncl, Chief Commercial Officer of YouTube, said: “YouTube is a place where artists and fans from all over the world come to connect and build community.

“With traditional concerts on hold, there has never been a more important time to support the live music industry through our partnership with NIVA.

“We are committed to doing our part to save independent theaters and continue to bring artists and fans together through music. “

“YouTube’s direct involvement helps us raise awareness of the plight of independent live music and raise funds for NIVA’s emergency relief efforts. “

Stephen Sternshein, NIVA

Stephen Sternshein, co-founder / treasurer of NIVA and managing partner of Heard Presents in Austin, added: that will bring significant relief to our members and the independent music community.

“YouTube’s direct involvement helps us raise awareness of the plight of independent live music and raise funds for NIVA’s emergency relief efforts.

“It could literally be the difference between some sites that are collapsing or remaining until Congress returns from recess to enact much-needed federal help from the government.

“The indie gig industry will be in shock for years to come from the devastating loss of revenue from COVID-19, so we’re excited about what YouTube and NIVA can do together to bring the experience back live. “Music trade around the world


Victor L. Jones