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From the late 1990s into the 2000s, “VH1 Save the Music” was a household name known for its annual Divas Live benefit concerts featuring such bold-faced icons as Aretha, Whitney, Mariah and Celine. But by the end of the 2010s, following the television network’s pivot to reality series like Love & Hip-Hop and Basketball Wives, the branding no longer made sense.
“In 2019, it was pretty clear strategically that going forward, the VH1 brand was not going to be part of our future,” says Henry Donahue, executive director at the Save the Music Foundation. As a result, “VH1” was dropped from the organization’s name that same year.

Far from being a disaster, unbundling from VH1 gave Save the Music new life, says Donahue — and in 2025, it’s arguably doing better than ever. According to Donahue, Save the Music’s annual operating budget in 2018 — the year before the VH1 name was dropped — was $4.7 million. Last year, that number had risen to nearly $11 million, including more than $1 million from a new $10 million endowment fund that the foundation formally announced on Wednesday (Jan. 29). (Save the Music notes the 2024 numbers are still unaudited.)

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The fund, of which $4 million has already been raised, will “ensure the cultural institution’s sustainability and long-term support for music education,” according to a press release. Notably, the endowment coincides with a formal split from Save the Music and VH1’s longtime corporate parent Paramount Global (formerly Viacom), though the entertainment giant has pledged an initial six-figure donation.

The breakup had been a long time coming. In the five years since it dropped the VH1 branding, Save the Music has substantially reduced its dependence on Paramount after the company opted to move away from social responsibility initiatives, the foundation says. By 2024, 95% of Save the Music’s organizational budget came from non-Paramount sources, with notable backers including tech and music industry behemoths like TikTok, Live Nation, Meta, Amazon and AEG Presents.

The split from Paramount marks the end of a long and productive relationship. Since it was founded by then-VH1 president John Sykes in 1997, Save the Music has donated more than $75 million worth of instruments and technology to over 2,800 school music programs in more than 300 districts across the U.S. and improved the educational fortunes of countless under-resourced students.

Sykes tells Billboard that the foundation came about after he visited Brooklyn elementary school P.S. 58 as part of a “principal for a day” initiative and, while sitting in on the school’s music class, “saw these kids playing their instruments [that] were held together with tape, literally tape, and strings missing on violins, and they didn’t care. They were so, so excited and so connected to the music… they had no idea that the instruments they were playing were falling apart.”

While speaking with the music teacher, Sykes (now president of entertainment enterprises at iHeartMedia and chairman of the Rock & Roll Hall of Fame) learned that the music program would likely have to close down for lack of funds. “And I said, ‘Well, how much do you need?’” he remembers. “And she said, ‘Well, a lot — $5,000.’ I said, ‘You got it.’”

Sykes was particularly encouraged by something else the teacher said: That the children who played instruments tended to earn better grades in math and English. Around the same time, he read a magazine article that described how music “helps wire a kid’s brain.”

“I said, ‘Oh, my God. This is bigger than one school. This could impact the country,’” he says. “And VH1 was a national channel. So I went back to our team and I said, ‘We’re going to adopt more schools across the country and partner with our cable systems to raise money and start using the power of VH1’s reach to go and influence local governments not to cut music programs. And we’re going to raise money to fund those programs.’”

Soon enough, Save the Music had equipped roughly a dozen New York schools with musical instruments. When Sykes put in a personal call to President Bill Clinton, who had famously played the saxophone on The Arsenio Hall Show during the 1992 election campaign, Clinton agreed to donate one of his saxes to an underprivileged school in Washington, D.C. When the President sent First Lady Hillary Clinton to hand the instrument over, says Sykes, “It became a national story.”

The foundation was formally unveiled in April 1997 during that year’s VH1 Honors awards show, which raised $150,000 for the organization and featured callouts from A-list artists touting the importance of music education. The following year, VH1 Divas Live — a once-annual concert special benefitting the foundation — was launched with Dion, Aretha Franklin, Mariah Carey, Shania Twain and Gloria Estefan and became a phenomenon, grabbing big ratings and even selling albums. (A series of commercially-released VH1 Divas albums sold a combined 1 million copies in the U.S., according to Luminate.)

In its current iteration, Save the Music makes a capital investment in between 100 to 150 school music programs in the U.S. every year, says Donahue. The foundation identifies districts to support via a rubric that looks at two primary factors: economic need, which accounts for everything from median income and racial demographics to free and reduced lunch rates; and readiness and willingness of the district to work with them, including by providing a certified music teacher. They also look at scale, preferring projects that allow them to target “30 or 50 or 100 schools all at once” in a district or a region, says Donahue.

The gradual de-coupling from Paramount brought opportunities and funding Save the Music otherwise wouldn’t have had. In 2021, the new paradigm “was validated,” Donahue says, when the foundation received a $2 million grant from MacKenzie Scott — the co-founder of Amazon and ex-wife of Jeff Bezos — “which we never would have gotten had we been VH1 Save the Music.”

The shift away from Paramount also allowed Save the Music to become much more responsive to communities’ needs, says Donahue. “[We wanted to] push towards a strategy where our work was much more community based,” he says. “So we were listening to the people in the communities that we served, as opposed to taking direction from the corporate parent or however we fit into the corporate strategy.”

Save the Music’s sought-after post-VH1 program is the J Dilla Music Technology Grant, which invests in music technology curriculums and equipment for elementary, middle and high schools in an effort to help train the next generation of producers, engineers, songwriters, DJs and more. Chiho Feindler, who has served as Save the Music’s chief program officer since 2008, says the grant allows kids to be trained early in the kind of behind-the-scenes jobs that can lead to real careers.

“We often talk about everybody wants to become the Jay Z…but there are a thousand other jobs behind that that can be equally, if not more satisfying,” Feindler adds.

“[It’s] our most-demanded program,” Donahue says of the J Dilla grant, which has gone to more than 100 schools, including “35 or 40” just during the 2024-25 school year. “That’s the thing that schools now ask about most often and it’s the thing that people in the music industry ask about most often.”

A more recent focus has been expanding the foundation’s grants for Latin music programs to encompass additional genres and styles beyond mariachi — another result of the new freedom and depth of engagement with communities made possible by the gradual split with Paramount. “Mariachi is really a small part of the Latin community,” says Feindler, “[but] mariachi is not a solution for all of the Spanish-speaking community.” (Full disclosure: Billboard recently hosted a fundraiser via Instagram for Save the Music’s “Miami Saves Music” project, which is aiming to invest in instrumental and music tech programs for roughly 100 public schools in Miami-Dade County by 2027.)

Feindler adds that Save the Music is also looking to offer more support to preschool and elementary school-aged music programs by providing kid-friendly instruments like xylophones and drums after focusing “for the longest time… on more of the band and stringed [instruments],” she says.

Another new initiative was announced on Wednesday: a giveaway campaign hosted on the charity platform Propellor that will allow fans to bid on more than a dozen auction items from artists including Sabrina Carpenter, The War and Treaty, Blake Shelton and Patti LaBelle to support the foundation.

Though Save the Music is far from its nationally televised Divas Live days, it still attracts A-list talent. In 2023, Ed Sheeran teamed with the foundation to surprise five schools with “pop-up” classroom visits while donating a portion of the proceeds from digital album sales from his Autumn Variations album, along with 100% of the ticket proceeds from an Amazon Live performance, to the organization. Last year, Save the Music also secured the support of Jelly Roll, who visited and performed at his former high school in Antioch, Tenn., and made a substantial donation to the foundation. And in October, Maren Morris, Brittney Spencer and Live Nation Women’s Ali Harnell were honored at Save the Music’s Hometown to Hometown benefit in Nashville, which raised more than $300,000 for music education programs in under-resourced public high schools.

With or without Paramount, Save the Music will continue to endure, says Sykes, because at heart it’s not just about learning to play an instrument but about giving kids a chance at carving out a successful path in life.

“This is not just, ‘Junior is happy because he’s playing the flute or the violin,’” he says. “That kid’s going to go to college, that kid’s going to do better, that kid’s going to stay in school, that kid’s going to feel better about himself or herself. There’s so many different positive outcomes of music education.”