Verizon launched Pay It Forward Live, a weekly series of intimate at-home performances with an element of social good, on March 26. Dave Matthews, Alicia Keys and Luke Bryan have all performed.
Throughout each live set, the artist spotlights a small business affected by the ongoing pandemic, with the goal of raising awareness — and funds — to help keep it going. Viewers are encouraged to offer support through ordering items/meals online, buying a gift card for future in-person use or simply donating. On Verizon's end, the company will donate $10 (up to $2.5 million) each time the hashtag #PayitForwardLIVE is used on social media.