Jägermeister Donates $1 Million to Help Small Music Venues in US

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Photo Credit: William Krause

Jägermeister is stepping up to help save small music venues across America. Here’s how.

The company has partnered with the National Independent Venue Association (NIVA) to help preserve music venues. The effort is part of the Save Our Stages initiative, which is in the long-delayed stimulus bill.

Jägermeister made a $1 million donation to NIVA for its Emergency Relief Fund. The company will work together with NIVA throughout 2021 to raise awareness about the harsh reality facing venues across the United States. The nightlife community is suffering amid shutdowns, which affects alcohol manufacturers, too.

“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 & continue creating the art we love,” Jägermeister US’s CMO Chris Peddy says.

NIVA Board Treasurer Stephen Sternschein says the donation will “be a lifeline for venues at the greatest risk of going under due to the pandemic.” The NIVA Emergency Relief Fund is intended to help fill gaps that the Save Our Stages Act will cover – once it arrives.

Congress passed the Save Our Stages Act as part of a $900 billion stimulus deal. The bill provides $15 billion in relief to independent music and live theater venues. “We can finally report what our nation has needed to hear for a very long time,” Mitch McConnell (R-KY) told reporters. “More help is on the way.”

Many nightclubs across the country are pinning their hopes on the relief promised by the SOS Act. Many venue owners hope the government isn’t too late in delivering the long-needed aid. President Trump is expected to sign the bill when it lands on his desk.

Despite another round of aid headed to Americans, music venues are still paralyzed. The coronavirus is continuing its spread across the United States. In California alone, more than 50,000 new cases and 400 deaths were reported over the weekend. The $15 billion designated to help independent venues and theaters will keep these iconic venues from permanently closing.