Independent music venues are getting a new national spotlight thanks to a partnership between the National Independent Venue Association (NIVA) and Jai Alai IPA, the flagship beer brand from Cigar City Brewing.
The newly announced initiative, called Raise The Stage, will highlight the cultural importance of independent venues through a short-form video series featuring five NIVA member venues: 3rd & Lindsley in Nashville, The Social in Orlando, Songbyrd in Washington, D.C., and Ardmore Music Hall outside Philadelphia, and The Bearsville Theater in Woodstock, NY, which you can watch in full below.
Follow all of the videos on Hypebot right here.
Each episode will pair venue operators with artists who have a meaningful connection to the space, exploring how local venues help launch careers, build communities, and sustain regional music scenes.
The project is part of Jai Fidelity, a broader music-focused platform from Jai Alai IPA aimed at connecting the brand with live music culture and fan communities. NIVA Executive Director Stephen Parker says:
“Independent venues are the grassroots and the foundation of every artist’s journey in addition to being the vital cultural and economic driver in every city."
Beyond the video series, Jai Alai IPA will also serve as title sponsor of a new NIVA marketing grant designed to help independent venues strengthen local awareness, audience engagement, and long-term sustainability.
For independent venues facing ongoing economic pressures, the partnership represents another example of brands investing directly in the grassroots infrastructure that supports emerging artists and local music ecosystems.
Independent venues remain the entry point for countless artists and a critical part of local music economies. Programs that provide both visibility and financial support can help strengthen the venues that serve as the industry's talent pipeline.
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