Spotify wants to give a boost to historic venues like the Troubadour and the Paramount, and the independent musicians who play there.
The vapor giant said Wednesday that it is partnering with the National Association of Independent Venues. (NIVA) to promote local music across the country, including in dozens of clubs in Los Angeles
In the year-long partnership, the company said it aims to increase the visibility of independent music venues through its live event stream that will include links to music from local artists and their club performances in the Los Angeles area.
As part of the initiative, NIVA will choose someone who books acts at these independent venues to work with Spotify's editorial team to create a playlist featuring artists.
Spotify will launch the playlist this summer to celebrate and highlight the people who shape live independent music behind the scenes.
The Regent Theatre, Gold Diggers, the Teragram Ballroom and the United Theater on Broadway will be included in the programming, Spotify said in its statement.
“Independent venues are the heart of live music,” said René Volker, senior director of live music at Spotify. “It's the place where artists take risks, build devoted communities, and where fans discover what they'll love for the rest of their lives.”
Spotify's history in the music industry is complex and it has previously faced some criticism over how it compensates artists whose songs are streamed on its platform.
Bill Werde, director of Syracuse's recording and entertainment industries program, said Spotify's support for independent musicians could help them through a difficult time.
“It costs money to market, collect good data, and do most of the things necessary to break through in today's attention economy,” Werde said in a statement. “This creates a disadvantage for smaller music companies and smaller artists, who may not have the resources of larger acts and venues.”
