NIVA, Spotify Announce Partnership

Spotify and the National Independent Venue Association announced a year-long partnership Wednesday in which the streaming giant will “use our resources to help independent venues—and the artists who perform there—thrive.

“Independent venues are the heartbeat of live music,” said 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,” said Stephen Parker, NIVA’s Executive Director. “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.”

Spotify says it will boost indie venue visibility through its venue pages and Live Events Feed and will display NIVA’s Certified Live Independent seal on indie venue pages. In addition, Spotify is launching the Independent Booker Spotlight playlist series, the first editorial partnership of its kind for Spotify’s live music team. Each month, NIVA will select an independent booker to create a playlist with Spotify’s editorial team, spotlighting the people who help keep the lineups at independent stages fresh across the country.

“We believe in supporting artists throughout their careers, and that includes investing in the venues that anchor both early growth and long-term community building. This partnership is one part of our broader commitment to live music, recognizing that unforgettable performances happen on stages big and small,” Spotify says. “This partnership goes beyond just sponsorship. We’re making a commitment to supporting independent live music through visibility, recognition, and reinvestment—from venue amplification and event discovery to spotlight programs and live events Spotify has supported the independent venue community for years, including by contributing $500,000 to the #SaveOurStages fund and, more recently, by launching the ability for fans to follow venues directly on Spotify—bringing independent clubs into the same discovery ecosystem as major arenas. Today’s announcement is the next step in that work.”