On Friday, the National Independent Venue Association (NIVA) announced that it was awarding its first grants to 153 venues and promoters through its Emergency Relief Fund. The $3 million in short-term assistance (maximum grant amounts are $25,000 each) is intended to help those in need until federal funds begin to flow from the recently-passed COVID Relief package, which includes the Save Our Stages Act—legislation specially designed to provide relief to independent live venues, promoters and festivals that were forced to close because of the pandemic.

Since its inception at the start of the pandemic, NIVA has partnered with not only senators and representatives but brands as well to bring awareness and support to the nation’s music industry, which was hit hard financially by the COVID-19-induced shutdowns.

For example, as part of its annual year-end Wrapped campaign, Spotify partnered with the association in December to help spotlight struggling music venues. The streaming service took over the marquees of 30 closed venues with messaging commemorating how some big-name musicians like Bruce Springsteen got their start to draw attention to the Save Our Stages Act. Spotify also donated $500,000 to those venues and to NIVA’s Emergency Relief Fund, which is administered by The Giving Back Fund.

In October 2020, YouTube Music teamed up with NIVA to raise money through the Save Our Stages Festival, #SOSFEST, a three-day virtual music festival that featured all original content. Presented by Bud Light Seltzer, along with help from production and livestream partners Big Room and Bulldog Digital Media, the performances were recorded live from independent concert venues across the U.S.

“For nearly 40 years, music fans have had a Bud Light in hand while watching their favorite artists perform,” said Azania Andrews, vice president of consumer connections at Anheuser-Busch, in a statement. “We have proudly partnered with iconic artists and venues around the country and now we want to do our part to ensure that small music venues can remain in business for when we can all come together in-person again.”

And last month, Jägermeister announced a long-term partnership with the association, which included a $1 million donation to the Emergency Relief Fund. Through 2021, the liqueur brand and NIVA plan to work together to raise awareness and provide support both for the fund and the surrounding nightlife community. 

“Jägermeister has always been a part of the music and nightlife community and, as a brand lucky enough to have been poured in countless independent venues’ green rooms over the years, we’re committed to giving back by helping our partners hold on during this difficult moment,” said Chris Peddy, CMO for Jägermeister. “By supporting NIVA and donating to their Emergency Relief Fund, we’re hoping that these valued communities can keep creating the art and music the world needs right now before we can all be back in those rooms raising a shot together.”

The brand’s current global #SaveTheNight campaign includes a limited-edition Jägermeister bottle with a special label, Meister (the brand’s mixologists and DJs) drop-ins at virtual parties, video Meisterclasses and more.

Created to help out-of-work touring and venue crew members who depend on shows to make a living, Crew Nation is a charitable fund that was established by Live Nation and powered by Music Forward Foundation.

Crew Nation recently teamed up with outdoor brand YETI to raise money for unemployed touring crews with some decorative coolers by artists such as My Morning Jacket.Photo: Courtesy of Crew NationIt recently teamed up with outdoor brand YETI to raise money for road crews by auctioning off some decorative coolers. The brand sent various artists including The Beastie Boys, Billie Eilish and Wilco a Roadie 24 cooler to customize; you can now bid on the coolers on 32auctions.com through Jan. 12. Yeti will match all funds raised up to $100,000. The first round of the One for the Roadies campaign took place in August 2020 and raised over $135,000.

“The live industry was the first to close due to the pandemic, and will likely be one of the last to reopen, so the need for these out-of-work crew members is greater than ever,” said Nurit Smith, executive director of Music Forward Foundation. “It’s been great to see so much support for Crew Nation from the artist community and brands around the globe and we hope that continues until we are able to return to the magic of live.”

Back in March 2020, at the start of the pandemic, Levi’s launched its “5:01 Live” music program on the brand’s Instagram handle. The series featured daily live performances recorded from artists’ homes, which were broadcast on Instagram Live at, when else, 5:01 p.m. P.T. The series raised funds for COVID-19 relief efforts, including the MusiCares Coronavirus Relief Fund, which provides support to industry pros including artists, production crews and technicians who have been affected by the unprecedented cancellation of music events and work opportunities.

Since it was founded in 1989, MusiCares has distributed more than $60 million to musicians and music people in need, so it was natural for the charitable organization to create the relief fund, which was established in March. “We’ve raised more than $22 million to help more than 24,000 music people, and this would not be possible without the incredible support from our partners,” said Laura Segura, executive director of MusiCares.

The fund’s partners include Amazon Music, ASCAP, BMI, City of Austin, Country Music Association, Elma Philanthropies, Facebook, Perenchio Foundation, SONY Music Entertainment, Spotify, the Recording Academy, Tides Foundation, TikTok Inc., Universal Music Group, Vivid Seats LLC and Warner Music Group.

“Their generous support is helping music people in need, and in turn, helping to keep the music playing,” Segura said.