In 2020, more than 90% of independent venues – such as bars, stages and clubs – are at risk of disappearing due to COVID-19’s business impacts, including the employment of 15.6 million people across the U.S. In response, Crown Royal launched a renewed effort in support of such venues in partnership with small-business advocacy initiative The Main Street Alliance. Crown Royal teamed up with artists Ari Lennox and Anthony Ramos to reimagine the iconic song “If You Want Me to Stay” by Sly and the Family Stone, where, for every stream of the track, Crown Royal will donate funds to help support venues across America. The campaign will be supported through a TV campaign as well as through point-of-sale assets, training with brand ambassadors and sustained efforts to raise additional charitable funds through sponsored events as landmark venues begin to reopen.