YouTube Music and the National Independent Venue Association (NIVA) have united for the Save Our Stages initiative. The partnership aims to preserve independent live music venues in support of the Save Our Stages Act, launched earlier this year to help local businesses and event promoters harmed by COVID-19. An early advocate of the bill, NIVA was formed in March 2020 to combat the devastating effects of the pandemic on live entertainment.
For the initiative, YouTube and NIVA will deliver one-of-a-kind programming geared towards bringing live performances back to venues with health and safety measures. The streaming giant will also fundraise and spread awareness for NIVA’s Emergency Relief Fund, which provides short-term relief to the nation’s most vulnerable venues, many of which are at-risk for eviction or 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,” states YouTube Chief Business Officer Robert Kyncl.
For more updates, visit NIVA’s YouTube here.
H/T: Billboard Featured image: AbdAlRahman