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While Congress twiddles its collective thumbs and allows a large portion of the music industry to die a long and painful death, one organization has stepped up to do something about the dire situation at hand. On December 18th, Jägermeister and the National Independent Venue Association (NIVA), the organization formed at the onset of the COVID-19 shutdown which represents more than 3,000 venue and promoter members, announced a long-term partnership with the goal of helping to preserve independent live music venues across the United States through the Save Our Stages initiative.

Related Article: New Coalition Formed to Save Our Stages Now

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Kicking the partnership off with a $1 million donation to the National Independent Venue Foundation, a 501(c)3, for the NIVA Emergency Relief Fund, Jägermeister and NIVA will work together through 2021 to raise awareness and provide support both for the fund and the surrounding nightlife community. These independent venues and promoters were the first to close and will be the last to fully reopen. NIVA's mission is to preserve and nurture the ecosystem of independent live venues, promoters and festivals throughout the United States.

“The global pandemic has left the nightlife industry feeling paralyzed, and we’re committed to helping our partners find their footing during these difficult times. Through both our partnership with NIVA and our Save the Night initiative, we’re looking forward to offering independent live music venues and the surrounding communities the support they need to push forward andamp; continue creating the art we love.” said Chris Peddy, Chief Marketing Officer at Mast - Jägermeister US

Related Article: New York’s Struggling Music Venues Spotlight the Need for Federal Aid

Stephen Sternschein, Board Treasurer of NIVA added, “Jägermeister’s generous donation will be a lifeline for venues at the greatest risk of going under due to the pandemic. While we wait for Congress to pass the Save Our Stages Act, it’s more important than ever to provide relief through the NIVA Emergency Relief Fund. We’re incredibly grateful for this contribution and know it will make all the difference for the independent venues which receive this much-needed help."

Related Article: Chicago Independent Venue League and The Giving Back Fund Announce the Launch of CIVL SAVE Emergency Relief Fund

Donations from music fans, artists, and corporations to the NIVA Emergency Relief Fund will provide critical short-term assistance for independent venues and promoters throughout the U.S., allowing these small businesses to hold on as all of NIVA’s 3,000 members anxiously await the passage of the bipartisan Save Our Stages Act in Congress. As more time passes without the emergency relief, venues continue to disappear. Already, hundreds of venues have shuttered permanently since COVID-19 forced the industry to a standstill in March. The NIVA Emergency Relief Fund, administered by The Giving Back Fund (a 501(c)3), directly supports the preservation of the independent live entertainment ecosystem that presents music, comedy, and the performing arts, helping these critical spaces survive through the Coronavirus pandemic. Individuals, foundations, businesses, and organizations that are interested in contributing to the NIVA Emergency Relief Fund should GO HERE

To learn more about NIVA’s quest to gain federal funding for independent venues, GO HERE. The National Independent Venue Foundation has been created to focus on separate, supplemental initiatives, such as the Emergency Relief Fund.

For more information on Jägermeister’s Save the Night initiative, visit save-the-night.com