Spotify wants to give historic venues such as the Troubadour and the Paramount — and the independent musicians who play there — a boost.
The steaming giant on Wednesday said it is partnering with the National Independent Venue Assn. (NIVA) to promote local music nationwide, including at dozens of clubs in L.A.
In the yearlong partnership, the company said it aims to boost visibility for independent music venues through its live events feed that will feature links to music from local artists and their performances at clubs in the Los Angeles area.
As part of the initiative, NIVA will choose someone who books the acts for these indie venues to work with Spotify’s editorial team and create a playlist featuring artists.
Spotify is launching the playlist this summer to celebrate and highlight the people shaping independent live music from behind the scenes.
The Regent Theater, Gold Diggers, the Teragram Ballroom and the United Theater on Broadway will be included in the program, Spotify said in its statement.
“Independent venues are the heartbeat of live music,” said Rene Volker, Spotify’s senior director 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.”
Spotify’s history in the music industry is complex, and it has previously faced some criticism over how it compensates artists whose songs stream on its platform.
Bill Werde, the director of Syracuse’s recording and entertainment industries program, said Spotify’s support for indie musicians could help them during a difficult time.
“It costs money to market, to collect good data and to do most of the things required 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 larger venues.”
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