Spotify has launched a year-long partnership with the National Independent Venue Association to promote independent live music venues and artists across the US. The deal introduces new features on the Spotify app to enhance discovery of independent shows. It comes amid industry consolidation by major players like Live Nation.
Spotify announced the partnership on Wednesday, aiming to support smaller venues amid dominance by companies such as AEG and Live Nation. The streaming service will boost visibility of independent venues on its app's venue pages, where users can follow local spots, as well as in the Concerts Near You playlist and Live Events Feed. This partnership seeks to highlight the role of independent spaces in artist development and fan discovery. Rene Volker, Spotify's senior director of live music, stated, “Independent venues are the heartbeat of live music. 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.” Starting this summer, the Independent Booker Spotlight playlist will feature monthly curations by independent bookers selected by NIVA, showcasing artists and venues nationwide. Additionally, NIVA's Certified Live Independent seal will appear on Spotify venue pages to signify quality and sustainability. Stephen Parker, NIVA's executive director, said, “NIVA's Certified Live Independent is a seal that shows the sacrifices and ingenuity that goes into keeping their venue or festival independent. Spotify is elevating that seal and independent stages on their platform to allow millions of fans to experience the magic of these spaces.”
