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FestivalPass adds subscription tier for NIVA donations

Live events subscription service FestivalPass has teamed up with the US’s National Independent Venue Association (NIVA) to create a special tier of subscription that will see a portion of the money donated directly to the non-profit.

FestivalPass offers fans different tiers of monthly subscription plans in which members receive credits that can be redeemed on the platform for tickets at partner venues and events.

It provides tickets for events including live shows, food and wine events, theatrical productions, film screenings and more.

Members can choose to pay anywhere from $9 to $99 each month to receive credits, with the partnership offering a new tier for NIVA, which was formed by independent venues throughout the US in April in response to the COVID-19 pandemic halting all live events in March.

Ed Vincent, FestivalPass chief executive, told Pollstar: “Whenever somebody signs up for the NIVA tier, we will donate a portion of that revenue to NIVA. This allows for the consumer to support live music by choosing the NIVA-branded tier. They will also still be able to access all the events on the FestivalPass platform.

“We believe indie venues are the fabric of the soul of the music industry and our culture in general. We want to see live indie venues succeed.

“This deal provides a way to ensure a portion of member’s subscriptions goes to helping these venues get through this pandemic. Of course, they can also donate to NIVA directly, but we will share a portion of NIVA-tier subscription revenue directly with NIVA.”

Vincent stressed that the agreement does not limit NIVA venues’ ability to sell tickets as usual and they are not required to work with FestivalPass.

The news comes off the back of US Congress agreeing to terms on a $900bn COVID-19 Relief Bill in December, which includes the $15bn going to independent music venues, theatres and cultural institutions. The initiative was first proposed by NIVA and subsequently introduced in July as a bi-partisan bill in the Senate.