sustainability
Page: 3
The Universal Music Group announced the formation of a new division, called the Global Impact Team, that will oversee the music conglomerate’s efforts to promote positive community engagement, environmental sustainability and other related efforts, the company announced today (June 3). The team will be led by Susan Mazo, formerly executive vp of social responsibility, events and special projects, who has been promoted to executive vp/chief impact officer.
Joining the new department will be former music journalist and GreenBiz Group executive Dylan Siegler, who has been named senior vp/head of sustainability at UMG; senior vp and executive director of UMG’s Task Force for Meaningful Change Dr. Menna Demessie, who will be part of the leadership group; Markie Ruzzo, who has been promoted to vp of global impact; and Sharlotte Ritchie, former senior director of communications and head of the U.K. chapter of the Task Force for Meaningful Change, who has been named senior director of global impact and communications. In addition, the social impact marketing agency Inside Projects, founded by Kristin Jones and Arielle Vavasseur which has worked with Netflix, Spotify and the Obamas’ Higher Ground Productions, has made UMG its exclusive partner for the music industry.
“The formation of the Global Impact Team reflects our commitment not only to accelerating our work in these critical areas but to do so in a way that leverages the experience and talent of these exceptional individuals to drive positive impact across our company, our industry and in the communities in which we serve,” UMG chairman/CEO Lucian Grainge said in a statement. “With this new structure we are ensuring that these functions are not siloed, but rather positioned to meaningfully influence all aspects of our global strategy.”
Trending on Billboard
Mazo has been at the forefront of UMG’s efforts in this area since joining the company a decade ago, having co-created the music group’s Amplify Award to honor artists working towards positive change and serving as the founding chair of UMG’s All Together Now Foundation, which works to bring about meaningful change across the globe. In a statement, she said she was honored to lead the new team on behalf of UMG.
“Through our work we’ve demonstrated that sustainability, community engagement and corporate social impact go hand-in-hand with delivering positive results for our employees, artists and shareholders,” Mazo said. “With this next evolution of our team and structure, and with Sir Lucian’s constant encouragement and focus, I’m excited to create and implement a new approach that unites all of the efforts in a way that will amplify UMG’s global impact and brand resonance given our unique position to enact positive change.”
With music festivals around the world getting more focused on meaningful sustainability initiatives, Central California’s Mill Valley Music Festival is set to raise the bar by getting 100% of its power from renewable energy sources.
Happening this weekend (May 11-12), the Mill Valley, Calif., event says this initiative will make it the first festival in the United States to be entirely powered by renewable energy. The source of that energy will be Moxion MP-75 batteries — battery-powered generators that use no fuel, produce no emissions and are almost fully silent. (Last year, these Moxion batteries were listed among Time‘s Best Inventions of 2023.)
The festival, which is expecting 6,000-12,000 attendees per day, will use seven Moxion batteries to power its stages, VIP areas, vendors and all other power points. Another three batteries will be on-site as backups. A representative for Moxion tells Billboard that these batteries have been donated to the festival to serve as proof of concept that Moxion can share with other live events organizers to help transition festivals from traditionally used diesel-powered generators to clean power sources.
Trending on Billboard
Amazon and equipment rental company Sunbelt are among the investors in the Bay Area-based Moxion Power, whose batteries have previously been used to partially power festivals including Reverb’s Luck Reunion near Austin, BottleRock in Napa Valley and Southern California events PowerTrip, Camp FlogGnaw, Long Beach Tamale Fest, CaliVibes and Coachella. Upcoming deployments are planned for Los Angeles festivals Cruel World and Just Like Heaven.
While many festivals have experimented with the use of some clean power — including battery and solar — some event organizers have been reticent to fully rely on battery-powered generators due to concerns over dependability and cost. According to a company representative, Moxion does not publish retail prices given that battery cost varies based on incentives available at the time of purchase, but they say battery cost is comparable to the cost of the traditionally used diesel generators when considering rental and fuel prices.
Nic Adler, the vp of festivals at Goldenvoice — which produces events including PowerTrip, CaliVibes, Camp FlogGnaw, Cruel World, Just Like Heaven and more — told Billboard in March that the minute the costs of green initiatives “start affecting the bottom line [of festivals] in a positive way, there’s going to be a full push for all of this.”
Organized by the Mill Valley Chamber of Commerce and Noise Pop Industries, Mill Valley Music Festival is in its third year and this weekend will feature artists including Fleet Foxes, Margo Price and St. Paul & the Broken Bones.
The festival projects that by using Moxion batteries, it will avoid generating roughly9,000 pounds of greenhouse gas emissions. (For comparison, 9,000 pounds of greenhouse gas emissions is roughly the equivalent of an average gas-powered passenger vehicle being driven for 10,000 miles.)
“We’re thrilled to be the exclusive energy source for Mill Valley Music Festival this year,” says Moxion CEO and co-founder Paul Huelskamp. “Moxion was born right here in Mill Valley, so it’s incredible to see the festival become a sustainability leader. We hope this inspires more eco-friendly practices across the board.”
GOAL — a sustainability program developed by founding members Oak View Group, State Farm Arena and its NBA sports tenant the Atlanta Hawks, Fenway Sports Group and green building expert Jason F. McLennan — has released a report outlining the impact of its first year of work.
The group’s 2024 Impact Report reflects data from 40 U.S., Canada and U.K. venues, including large-scale facilities that regularly host music programming like Seattle’s Climate Pledge Arena, Southern California’s Acrisure Arena and Austin’s Moody Center. GOAL (which stands for Green Operations & Advanced Leadership) sets out to collect data and build a roadmap for a more sustainable live event and venue industry. The report laid out current member performance and identified what future benchmarks could mean for the environment.
The report states that member venues diverted 32% of waste through reusing, composting and recycling over the last year. If that diversion rate reached 90% for all GOAL members, they could avoid emissions “equal to driving to the moon and back 75 times in a standard gas-powered car,” according to the report.
Trending on Billboard
The average member venue used 14.48 million gallons of water over the year. If each member reduced their water usage by 5%, it would be enough water for every citizen in the U.S., Canada and the U.K. to have one glass of water.
“The sports and entertainment industry has historically prioritized marketing over positive environmental impact, with venues making declarative statements about sustainability without necessarily following up with concerted action,” said McLennan in the report. “As we move forward, venues must hold themselves and each other accountable, and a consistent rubric for evaluation is essential to build confidence and drive continuous improvement.”
The report also outlines individual efforts at various member venues, with Tampa’s Amalie Arena installing an on-site central energy plant in 2022 to generate electric energy on site, a project that brought the arena’s Scope 1 and 2 emissions (direct greenhouse emissions that occur from sources controlled or owned by an organization and indirect greenhouse emissions associated with the purchase of electricity, steam, heat or cooling down, respectively) to 51% less than the average NHL arena. New Jersey’s Prudential Center purchased two electric Zambonis, while Atlanta’s State Farm Arena is in the process of quantifying all of its natural gas emissions so they can be offset. The average NBA Arena currently produces 1,611 metric tons of Scope 1 carbon emissions.
Meanwhile, three GOAL Members — State Farm Arena, Climate Pledge Arena and UBS Arena in New York — have achieved the U.S. Green Building Council’s TRUE Zero Waste Certification, which means they send at least 90% of their total waste to recycling, compost, donation or for reuse.
“I love GOAL. It’s the most important thing we’ve done toward sustainability,” OVG chairman/CEO Tim Leiweke told Billboard in March. “It’s hugely important that we get other people in the industry committed to GOAL. That’s one of [OVG’s] highest priorities.”
Find the complete report here.
On Monday morning (April 8), the moment fans had been waiting for had finally arrived: Billie Eilish announced her forthcoming third album, Hit Me Hard and Soft, out May 17.
Explore
Explore
See latest videos, charts and news
See latest videos, charts and news
After changing her Instagram icon to blue last week and plastering teaser posters of lyrics across major cities, Eilish delivered a clever promotional stunt: adding her millions of followers to her Close Friends stories on the app. According to CrowdTangle, her social media savvy led to a major win, as the superstar gained more than seven million new followers in just a two-day span.
Of course, for the sake of promoting a new album, the timing couldn’t be better. But as Eilish and her team explain, there’s a much larger goal in mind with this particular rollout. “The fact that I have a far bigger audience and platform than I’ve ever had in my life means I can reach that many more people, and that’s such a huge responsibility and privilege to have,” Eilish tells Billboard. “If I don’t use that privilege to do some good in the world, then what’s the point?”
Trending on Billboard
“My parents have always kept me well informed and hyper aware that every choice we make and every action we take has an impact somewhere or on someone, good or bad, and that has always stuck with me,” she continues. “I can’t just ignore what I know and go about my business and career and not do something. That’s just not how I was raised, or how I want to live my life.”
To coincide with the album announcement, Eilish has updated her website’s homepage to include a sustainability tab, offering a transparent breakdown of the album’s many eco-friendly innovations when it comes to physical product, from vinyl and CDs to merchandise. It’s the culmination of her yearslong efforts to change the music industry from within, as she and her mother, Maggie Baird, have been fighting for more sustainable practices across the business from day one.
“Since we first met them, this [has been] the foundation of our relationship with them,” says Steve Berman, vice chairman of the newly formed Interscope Capitol Labels Group. Berman notes how it’s a team-wide effort across Interscope and Justin Lubliner’s Darkroom along with co-managers Danny Rukasin and Brandon Goodman of Best Friends Music. “We’re in this every day together,” continues Berman. “We are always looking at this through the lens of not only what we can do, but as the platform gets bigger, what are more opportunities to be focused on this and have impact and empower change?”
With Hit Me Hard and Soft, that comes down to doubling down on encouraging new physical production standards that implore the most eco-friendly practices currently feasible, with the goal of changing systemic and industry-wide practices that have been influenced by charting, retailer and consumer demands.
Hit Me Hard and Soft will have a limit of eight vinyl variants, all of which will become available on the same day and feature the exact same track-listing – and, most importantly, all of which are produced by using recycled materials. The standard black variant is made from 100% recycled black vinyl while the remaining seven colored vinyl will be made from ECO-MIX or BioVinyl. ECO-MIX is created from 100% recycled compound made of leftovers from any colors that can’t otherwise be used, resulting in a unique pressing of every LP, while BioVinyl helps reduce carbon emissions by 90% by using non-fossil fuel materials like used cooking oil or industrial waste gases.
“It’s really an important responsibility to honor the work that Billie does and how she and her family see it,” says Berman. “It’s a lot of work, but it’s something we’re really proud of to be able to bring it to her fans in the cleanest way possible…So much thought and energy have gone into making sure that we’re being respectful of the fans and making sure that we have vinyl – it’s an important part of the connection to the music and the art.”
And their efforts don’t end with the vinyl discs alone: the packaging for each variant is made 100% from post-consumer waste and recycled fiber pre-consumer waste; the ink is raw plant-based and water-based dispersion varnish; the sleeves are 100% recycled and reusable; and all goods are then packaged and shipped in recyclable shipping boxes.
And across cassette and CDs, no plastic boxes will be used. Cassette shells will be made from recycled shell pieces while CD packaging will replace jewel cases with softpaks that use 100% renewable fibers.
“We are doing everything we can to minimize waste in every aspect of my music,” says Eilish. “[My label has] listened to my concerns and helped me find the best way forward when releasing music and product into the world.”
“[Universal Music Group] has set global goals around emissions reduction and working with Billie is a great opportunity to co-create product-related solutions with her,” adds Veronica Dullack, SVP of global ESG & sustainability at UMG. “Over the last couple of years, we’ve worked together to support and enable her bold choices,” from recycled vinyl to merchandise, which is made from prior production dead stock, organic or recycled polyester or cotton and non-toxic dyes.
With the rollout and release of Hit Me Hard and Soft, Eilish and her team will continue to partner with Reverb as well – an organization she has worked with on numerous initiatives, from partially powering her mainstage set at Lollapalooza Chicago last year with solar-charged batteries to saving 8.8 million gallons of water by serving plant-based meals for artists and crew on her Happier Than Ever tour and more.
“Billie, her family and her team don’t seem afraid to shake things up and question the status quo, especially when it comes to how the music industry does business…We’re excited that her new album is integrating cutting-edge production methods and materials,” says Reverb founder Adam Gardner. “Artists like Billie have tremendous power to influence and change the entire music industry and how it operates – and that’s exactly what she’s doing.”
Eilish has emerged as a leader when it comes to sustainability in music and she hopes “that others will adopt the same practices, and they will eventually become standard. It really is as simple as that.”
To view a full list of Eilish’s eco-friendly efforts surrounding the release of Hit Me Hard and Soft, visit her website.
Making live music events as environmentally friendly as possible is a task executed by thousands of workers who install solar panels, transport waste, collect reusable cups, measure energy use and execute other operational tasks. But every employee doing this work ultimately falls under the purview of any given live event company’s head of sustainability. Erik Distler is one of them.
As vp of sustainability at AEG, Distler leads the company’s corporate sustainability program. There are executives in similar roles at Live Nation, ASM Global and Oak View Group – and together, this group is responsible for greening a significant percentage of global events and venues. In February, the group – who Distler says all know each other given that the sustainability space is relatively small — appeared together in public for the first time during a panel at the inaugural Music Sustainability Summit in Los Angeles.
“The symbolism of us being together on that stage is powerful and hopefully inspiring to the industry that we’re cheering each other on and perhaps exploring what we can do together,” says Distler. With the stakes being so high, there’s an incentive to share information, he says, particularly given that “this work is really replicable. What you do in one venue or festival can, barring local infrastructure, be done anywhere else.”
Trending on Billboard
Distler came to his role after working in sports and entertainment sustainability for more than a decade. At AEG, he and his five-person team design and direct sustainability initiatives across the company’s more than 25 festivals, as well as over 50 music venues; nine arenas and similarly sized venues; four entertainment districts; and more than 15 tours to date.
AEG has had a sustainability program for 15 years, but when Distler joined in October 2021, his task was to “take our program to its next phase” amid the worsening climate crisis, the increasing demand for sustainable events among consumers, and new sustainable technologies and regulations.
“The external forces are louder and more influential than they’ve ever been,” he says. “That’s really pushing the industry forward in a way that’s making the case for companies to prioritize and devote internal teams to understand this work, build resources and take action in a meaningful way.”
Distler spent his first three months on the job meeting with 50 internal stakeholders to better understand the business, how to make it more sustainable and get senior executive buy-in, which he says “was fundamental and really paved the way to get more granular with other colleagues.”
From the information collected, he created a strategic framework around sustainability, along with an official vision statement — “Inspire the world’s many voices to protect our planet” — and a mission statement declaring that the company is “committed to operating responsibly and to catalyzing the influence of live entertainment to preserve the planet for future generations.”
“It’s important to have a strategy on a page,” Distler says, “and ultimately a framework that can be used to guide us moving forward.”
This framework also includes a set of focus areas including carbon and energy, waste and materials water, and stewardship and engagement, along with six guiding principles (“collaboration over competition” and “communicate with transparency and often” among them) and seven pillars: operations, suppliers, employees, fans, communities and partnerships.
These partners include Schneider Electric, a French multinational energy management company that AEG has worked with for 14 years for support with target setting, strategy, energy sourcing, market intelligence and risk management. A Greener Future in the U.K. and Three Squares Inc. in the United States are sustainability consultants, while r.World provides reusable cups in all of AEG’s Denver music venues, along with select venues in Seattle, San Francisco and Los Angeles, along with six Goldenvoice festivals. For Coachella and Stagecoach, AEG has donated 44.2 tons of food to its partner Coachella Valley Rescue Mission and 34.6 tons of material to the Galilee Center, which provides clothing and other basics to families in the Coachella Valley.
Distler has also sought additional help. Last year, he worked to get four people hired into three newly created sustainability roles. “It’s not uncommon that a sustainability team is small in count and under resourced,” he says. “ What I see as a large part of my responsibility is ensuring our department is sound economically and building and making the case for staff and resources.”
In addition to Distler and his new hires, the team also includes a data and analytics lead responsible for measuring the impact of AEG events and “all the other people that have jobs like those in festival operations that eat, sleep and breathe this.” Additionally, AEG’s employee-led People For The Planet group is composed of employees from other parts of the company who want to contribute to sustainability projects.
Altogether, this group is “probably pretty emblematic of a sustainability department,” Distler says. “You may have a small core team, but you’ve got external and internal partners that help get the work done.”
Given that Europe has tighter sustainability regulations that the U.S., the industry there offers good examples of initiatives that might eventually be adopted in the States. Last November, AEG’s O2 Arena in London launched a green rider: a best practice guide for sustainable touring and events that outlines what the venue is doing in key areas.
“It’s a great way to sit with an artist and their management team and figure out what we can do while they’re [at the O2] that’s truly sustainable and ultimately communicated to fans,” Distler says of the guide, which was produced in collaboration with U.K. based sustainability consultancy A Greener Future.
Distler says his team is “constantly” collaborating with artists including Billie Eilish, who in June 2022 hosted an event at The O2 called Overheated that featured vegan food and water refill stations along with climate-minded programming. Last April, after learning that rock band Muse “was passionate about climate issues,” he says, AEG’s Crypto.com Arena made a donation on behalf of the and to the Los Angeles Cleantech Incubator, which works to further clean tech, climate action and the green economy in the city.
Distler on site at Cali Vibes
Courtesy of AEG
AEG made a donation to the L.A. Clean Tech Incubator, which works to further clean technology in the city, from AEG’s Crypto.com Arena on behalf of the band. Last year, the team also worked with Maggie Rogers to measure the carbon footprint associated with one of her U.S. tour stops and provided that info to Rogers’ team, along with mitigation suggestions.
In the U.S., AEG has launched a comprehensive sustainability program for its Goldenvoice festivals — including Coachella, Stagecoach, Cruel World and Just Like Heaven. In particular, Goldenvoice’s Cali Vibes functions as a testing ground for sustainability initiatives, including solar panels that light parking lots and the transformation of unpurchased merch into staff uniforms, with these projects be studied for possible use at other events.
“I always say that sustainability doesn’t happen within our team,” says Distler. “Things like waste avoidance or diversion at a festival happen in collaboration with our operation teams, partners and haulers. That requires work that doesn’t ultimately get done in the corporate office.”
While the music industry is ultimately responsible for a tiny fraction of global emissions and waste, Distler is resolute about its impact. He recalls being on a panel in New York last fall alongside sustainability heads from major corporations with, he says, “huge footprints, like millions of metric tons of emissions.”
And yet when it came to the audience Q&A, “everybody had questions for me, and no one had questions for them.” Given its “influence [on] the heart and mind,” the music industry has a responsibility to focus on sustainability, share these initiatives with fans and “create the setting for positive, inspiring and uplifting work.”
It helps that Distler “absolutely” sees real progress being made, with fans, partners, artists and athletes “putting the right level of pressure on the businesses to take on meaningful action.” He says many of the major corporations AEG works with are also taking on sustainability in a more focused way.
“It’s sitting down with partners and saying, ‘What are your focus areas? Your goals? Your aspirations?’” he says. “Then sharing ours and seeing what lines up…seeing the eagerness and willingness of our partners to ideate and brainstorm is really encouraging, and is signaling that the industry is moving in the right direction.”
These days, Coldplay approaches touring “as a traveling R&D lab,” says longtime manager Phil Harvey — and the band’s ongoing Music of the Spheres tour does feel a bit like a stadium run as science experiment. There are compostable wristbands, biodegradable confetti and stationary bicycles that fans on the floor can ride mid-set to generate power to the production’s smaller C stage.
Five years ago, frontman Chris Martin declared that Coldplay would not tour until he could ensure the act’s stadium dates would “have a positive impact” on the environment. Now, thanks to the numerous green innovations put in place since Music of the Spheres began in 2022 — including not only the aforementioned measures but also renewable-resource batteries and routing that reduced air travel — the band achieved a 47% reduction in carbon emissions for the first year of touring, with a 50% reduction goal by the time it wraps in November.
Like an increasing number of artists, Coldplay relied on a team of scientific experts to devise a plan for a greener tour that would be both mammoth (7.7 million global tickets sold to date, according to Billboard Boxscore) and meaningful. “For the number of artists that we’ve been speaking to, the interest and appetite for understanding is pretty good and has exploded over the past three years,” says professor John E. Fernández, director of the Environmental Solutions Initiative (ESI) at MIT, who helped certify Coldplay’s carbon emission results and has also worked extensively with major dance act Above & Beyond.
Trending on Billboard
The band also connected with Luke Howell — a former solar engineer who founded British sustainability consulting firm Hope Solutions and previously worked with the Glastonbury Festival. Howell and his Hope team studied the band’s previous tours “to identify key areas where we could reduce emissions,” he says, then created a range of targets, while recommending emerging green tech for the trek. “We don’t always get it right,” Harvey says of Coldplay’s ongoing efforts, “but we pass on everything we learn so that other people can do it better next time.”
Ahead of the inaugural Music Sustainability Summit, held in Los Angeles in February, the ESI announced a comprehensive study on touring’s carbon footprint, expected to be completed this summer. Recommendations will be made — although Fernández says there’s still a long way to go. “I would characterize the music industry as risk-averse,” he says. “It’s a business, and artists are trying to make a living, so we’ve seen an enormous amount of concern over the risk entailed with making a commitment to reduce emissions.”
Prof. John E. Fernández
MIT
It’s one thing for a stadium act like Coldplay to make sustainability a prerequisite for playing live, but the majority of artists don’t have that financial luxury — or even a standardized emissions benchmark to shoot for. Michael P. Totten, who has served as a climate science adviser for Pearl Jam for over two decades, says, “The biggest problem we face is that [no artist] has control over everything” — in short, even one big act can’t cut through all the live-industry bureaucracy. “You’d love to work with green arenas,” he says, “but they’re owned by somebody else, they do a ton of events, and might say, ‘You should talk to the ticket sellers.’ ”
Thus, so far, the artists who effectively make their touring practices greener tend to be those who have the means and drive to do so — and whose tours also often leave the biggest footprints. Totten points out that Pearl Jam guitarist Stone Gossard helped drive the band’s pledge of donating $200 per ton of carbon on its tours — but did so based on scientific recommendations, not any law or industrywide objective.
Marcus Eriksen, a marine scientist who has worked with Jack Johnson to spread awareness of plastic pollution in the oceans, believes that change needs to start with more major artists demonstrating their awareness of various environmental issues. “You want to find influencers — people that can reach a much wider audience,” says Eriksen, who has led several ocean expeditions intended to help educate celebrities like Johnson about how much plastic exists in large bodies of water. Such in-person experiences can, he says, help attendees recognize an urgent issue and encourage them to spread the message back on land. “Getting folks out into the field for a direct experience — that can be transformative,” Eriksen says.
While standard green guidelines may not exist yet for the live industry, Howell says he would love to see more solar and renewable energy incorporated into touring, as well as “electric vehicles and fossil oil-free fuels for all trucking and freight.” Fernández also says the music industry must remain in close contact with the scientific community about the latest climate change projections to make any real progress. “Everyone in the music industry must accept the fact that we’re not going to stay [at] 1.5 degree C average surface warming,” he says, referencing the temperature threshold that was the original goal of the 2015 Paris Agreement. “So if you’re developing a climate plan to maintain that, you’re just going to have to rewrite that plan.”
With that in mind, Fernández stresses that artists must remain open to evolving information on climate change, even at the risk of reworking preexisting sustainability pledges. “This is not unique to the music industry — what we’re seeing is that some companies have made climate commitments, they don’t feel good about the inability to fulfill them, and then they go silent,” he says. “Artists can’t go in that direction. They have to be part of inspiring people to take action.”
This story will appear in the March 30, 2024, issue of Billboard.
In the early ’00s, Adam Gardner’s home and work lives didn’t align. “We would live an environmentally friendly lifestyle at home, and then he would go off on the tour bus powered by diesel, using Styrofoam and plastic utensils, and just feeling miserable about it all,” recounts the Guster frontman’s then-girlfriend, now-wife, Lauren Sullivan. “He realized other artists were feeling the same way.”
Gardner cared about sustainability. Many music business stakeholders that he met, in touring especially, didn’t. So he and Sullivan — a veteran of environmental organizations including Rainforest Action Network — set out to redefine how the industry approaches its footprint.
In 2004, they co-founded REVERB (they’re now co-executive directors), partnering in short order with prominent eco-friendly acts like Dave Matthews Band and Jack Johnson. Twenty years on, its guiding mission remains: working with artists (its partners now include Billie Eilish, ODESZA and The 1975) and the music business to implement sustainable touring measures and to leverage the fan-artist relationship to increase engagement with environmental and social issues.
Trending on Billboard
Inspired by Bonnie Raitt — “the godmother of all of it,” as Sullivan puts it, who launched her Green Highway initiative on her 2002 tour to promote alternative energy sources while greening her own touring — Sullivan reached out to the musician’s management to gauge how the model might be applied to other tours, and it offered mentorship and initial financial support. Gardner propositioned Barenaked Ladies to test the model; the band agreed, and REVERB debuted on the group’s 2004 co-headlining tour with Alanis Morissette.
REVERB spent its early years navigating a music business that was often ambivalent about environmental issues. But as the climate crisis worsened and stakeholders saw REVERB in action, its conversations about sustainability became easier and its actions more comprehensive. Where REVERB used to be “a thorn in the side” of promoters, venues and artist teams, Sullivan explains, “it has been a sea change, 2004 to today.”
A fan refilled at a water station.
Courtesy Reverb
The nonprofit’s work falls into two broad categories: improving a tour, venue or event’s sustainability and using concerts to connect with fans about important issues. While tour sustainability has improved since REVERB launched — thanks in part to the organization itself — the former remains central to its work because most music industry stakeholders still lack the expertise to conceive and carry out green initiatives. Lara Seaver, who as REVERB’s director of touring and projects implements its strategies, describes REVERB’s suite of tour greening measures as “a menu” that teams can choose from based on a tour’s established culture. There’s “low-hanging fruit,” like eliminating single-use plastic bottles backstage, and more involved actions, like collecting a touring party’s unused hotel toiletries (which hotels often discard because they’re not tamper-resistant) and donating them to local shelters.
“What REVERB does really well is they make it turnkey to implement everything,” says AG Artists COO/GM Jordan Wolosky, who has handled client Shawn Mendes’ REVERB work. “There’s so many different moving pieces, so when you have an organization that can help you tackle a few of those pieces from the start, it’s extremely helpful.”
There’s also “not a lot of weight or responsibility put on the artist unless they really want to dive in,” says Activist Artists Management partner and head of sustainability Kris “Red” Tanner, who oversees REVERB affiliations for clients like The Lumineers and Dead & Company. “They help execute and check everything. We as the artists can say, ‘We support this, we want it to happen,’ but funnel it through [REVERB] and make sure we’re actually living up to what we’re promising.”
Critically, REVERB’s programs are tailored. “I can’t imagine saying to an artist, ‘It’s cookie-cutter, and it’s our way or the highway,’ ” Sullivan says. Some artists want to go green but aren’t sure how; others have specific environment-related priorities (one year, Dave Matthews asked REVERB to dedicate its on-site messaging to protecting rhinos), while others still tap into the climate crisis’ intersectionality by asking REVERB to coordinate advocacy for social issues (like homelessness and addiction for The Lumineers and Indigenous land rights for boygenius).
“It’s a really great, low-impact way for us to allow the artists to make an impact without a lot of heavy lifting on their side,” Tanner says. “Just using their pulpit is a great way to help spread the word.”
REVERB researches and assembles local and national nonprofit partners, which are often numerous enough to create “action villages” at events for fans to interact with; for instance, during its 2023 tour, boygenius hosted 50 nonprofits. Since forming, REVERB has facilitated 7.7 million total fan actions, which range from voter registration to utilizing the #RockNRefill program, a decadelong partnership with Nalgene that rewards donors with collectible, tour-specific reusable water bottles — and offers all fans free, filtered refilling stations. “If you have 100 people on a tour, doing everything perfectly — you have the lightest footprint tour that ever was — and you compare that with the power of 20,000 fans at one show, it’s pretty clear where the most potential for impact is,” Seaver explains.
Adam Gardner, Jack Johnson and Lauren Sullivan in 2017.
Matt Cosby
Notably, since REVERB’s inception, sustainability has moved from afterthought to priority in the industry. “Folks are realizing if these sorts of impacts are considered from the very beginning, the efficiency of these solutions goes through the roof,” says Tanner Watt, a 12-year REVERB veteran who liaises with artists, nonprofits and brands as director of partnerships. “We can usually save time and money and also increase the potential positive outcome and positive impact of these programs when we’re involved in the entire conversation around a tour or event.”
These conversations extend to venues and promoters. Mike Luba, president of Forest Hills Stadium in Queens, began a partnership between the venue and REVERB in 2017. “We followed their blueprint,” he says, and the facility became climate-positive, meaning it offsets its carbon by more than it generates. “REVERB has changed the narrative, where people now go to concerts expecting that these things are in place,” Luba continues. Some artists do, too: Neil Young, who will play two dates at Forest Hills in May, isn’t an official REVERB partner, but he has a host of green requirements for any venue he plays. When booking his shows, “if we hadn’t already checked a whole bunch of boxes, it was a nonstarter,” Luba says.
Plenty of touring frontiers remain to be conquered. Last year, REVERB launched a major initiative, the Music Decarbonization Project, to eventually eliminate the carbon emissions created by the music industry, and Sullivan cites fan travel and inefficient tour routings as areas with room for improvement. But more broadly, REVERB has already accomplished some of the most challenging work.
“We’re continuing to show venues, promoters and other stakeholders that this is feasible — fans want it, artists clearly want it,” Sullivan says. “And if the will is there, it can happen.”
This story will appear in the March 30, 2024, issue of Billboard.
On its surface, Cali Vibes seems like a normal music festival. In February, the three-day Long Beach, Calif., event held its third annual edition, welcoming 20,000 fans per day with a bill topped by Gwen Stefani, Stick Figure, Slightly Stoopid and Rebelution. But a closer look reveals quiet innovation. Attendees drink from reusable plastic cups instead of single-use ones. Solar panels power the artists lounge. Staff members posted at each garbage station advise guests on whether waste should be thrown away, recycled or composted. Excess food is donated to local shelters.
The festival is a fun time — and a testing ground for sustainability initiatives that may eventually be used throughout the live sector. In 2023, Goldenvoice parent company AEG Presents designated Cali Vibes as an incubator to pilot green measures with the hope of expanding them across AEG’s festival portfolio. Cali Vibes designed its program in partnership with Three Squares, a Los Angeles-based environmental consulting firm.
Trending on Billboard
“Environment is part of the DNA of the festival,” says Goldenvoice vp of festivals Nic Adler, who in his position oversees California festivals including Cali Vibes, Cruel World, Just Like Heaven, Portola, Camp Flog Gnaw and Goldenvoice’s other “non-desert” (i.e., not Coachella or Stagecoach) events, which all typically draw between 20,000 and 30,000 fans per day.
“Cali Vibes is definitely the greenest one,” says Adler, who also helps book the shows, which focus on reggae, roots rock and hip-hop. “It’s harder to do something on the scale of 125,000 people a day [like Coachella or Stagecoach] versus 30,000, so the festivals we oversee are testing grounds for our larger events.
“We’re all aware that bringing 50 truckloads of stuff and 50,000 people to a site is not sustainable,” he continues. “But there’s a way to go at it where everybody does better.”
Goldenvoice doesn’t promote Cali Vibes as a green festival — but it certainly could. That starts with how fans reach the festival grounds at Long Beach’s Marina Green Park. Cali Vibes promotes public transit use by offering attendees free or discounted rides through a partnership with L.A. Metro and electric scooter company Bird. (Scientists cite the emissions from fan travel as the single biggest challenge in greening concerts.) This year, most Cali Vibes transport vehicles were electric. While the festival can’t control how artists arrive at the site or how the event’s equipment is delivered, its “no idling” rule reduces emissions by requiring cars and gas-powered golf carts to be turned off when not in motion. Adler says the rule will likely be implemented at Coachella 2024.
Reusable cups from r.Cup were the rule.
Nicolita Bradley
Elsewhere, festival signage is made from wood so it can be reused, while thousands of square feet of plastic banners at stages are taken by upcycling company Rewilder after the event wraps and sewn into tote bags and backpacks sold at the following year’s merchandise stand. Unsold merch is refashioned into staff uniforms. This year, the festival’s reusable cup program, r.Cup, had an 81% return rate, which translated to the elimination of 300,000 single-use plastic cups. Water is served in aluminum cans, and refill stations are located throughout the event. Each ticket includes a $5 sustainability charge — Adler says it helps fans “feel like they’re participating” — which is split between greening festival operations and nonprofits including Surfrider Foundation and Plastic Pollution Coalition; Cali Vibes has donated $130,000 since the program’s inception.
Such forward-facing initiatives are crucial, Adler explains, because “festivals are inherently discovery-based in terms of new music, new people, new food” and can instill new habits that might stick with attendees. “We are an example,” he says, that could inspire fans to get their own reusable cup, learn to compost or go vegetarian.
Roughly 20% to 30% of food vendors at Goldenvoice festivals are vegan, with all vendors required to offer at least one vegetarian option. When Morrissey and Siouxsie Sioux headlined Cruel World in 2022 and 2023, respectively, both artists required that meat not be sold, resulting in roughly 80% vegan options — and demonstrating the power artists have to demand sustainability initiatives. Meanwhile, festival staff collect and compost food waste from vendors and divert excess food to local nonprofits and homeless shelters.
Beyond the solar-powered artists lounge — which Adler says has become a point of pride even if it isn’t “that great-looking” — the fest has shifted to clean energy in several areas, including solar-powered light towers in parking lots, merch stations and bathroom zones, and battery-powered LED lights in some locations. In 2023, the use of renewable diesel in generators and heavy equipment eliminated 43 tons of carbon emissions.
And since festival greening often means entering unknown territory, Adler says his team “spends a lot of the year going to random parking lots to meet someone to test a solar battery. We’ve seen more things we don’t like than things that will work, but that’s the process to find the right products.”
Staffers served as garbage station guides.
Juliana Bernstein
When it comes to green initiatives, Adler thinks the live sector is “crossing the threshold.” As sustainable technologies become more widely available and adopted, “the more prices are going to come down, so more festivals will want to use solar batteries or electric vans. The minute [the costs] start affecting the bottom line in a positive way, there’s going to be a full push for all of this.”
That hasn’t happened just yet, but even so, Adler can’t “recall a time in this business where it has been easier to use these alternatives.” He predicts that in five to 10 years, green energy tech will be established and affordable enough for producers to feel confident using it for large-scale stages and other major energy use points.
But for Adler, the goal is not necessarily to create a zero-emissions festival — “If you restrict it too much, people might not come back” — but instead an enjoyable, inspiring environment that implements and showcases ever-improving sustainability components and which vendors, artists and fans are happy to return to.
“You must create the opportunity for people to do the right thing,” he says. “That’s what our team is focused on the most: Have we created enough opportunities for people to participate in doing better?”
This story will appear in the March 30, 2024, issue of Billboard.
In Warner Music Group‘s sprawling 2023 ESG report, released Tuesday (Jan. 30), the label outlined plans and goals for its workforce, artists and environmental impact.
“We are determined to transform our business and spur industry change to mitigate the effects of the climate crisis,” the report states in an expansive section on sustainability practices. “This includes measuring and understanding WMG’s environmental footprint, setting science-based targets to reduce emissions…and leveraging our scale, experience and partnerships to foster cross-industry cooperation to minimize the environmental impacts of making and distributing music.”
For the company, these changes start with the company’s brick-and-mortar spaces, with the goal that “WMG will source 100% renewable energy for our operations” by 2030.
The plan is to first implement this initiative in WMG’s global offices and workspaces before rolling it out to WMG-owned and operated facilities. The company also plans to decarbonize its workplaces through 100% renewable energy-based power by 2030.
The report cites WMG joining with Sony Music Entertainment and Universal Music Group in 2023 to establish the Music Industry Climate Collective. The first initiative of this working group has been supporting the development and implementation of sector-specific guidelines for calculating Scope 3 GHG emissions within the recorded music industry. “Scope 3” refers to indirect emissions that occur in the value chain, such as those from product manufacturing, distribution and licensing.
The company also noted a previously announced partnership with MIT, Live Nation, Coldplay and Hope Solutions to understand and mitigate the environmental impact of the live events.
The company cites a goal of increasing public transportation utilization by 20% at Warner Music live events. This effort has already resulted in a partnership between Warner Music Finland Live and Helsinki City Public Transportation, which has provided fans with free public transportation included in their concert tickets.
With its environmental impact data independently reviewed and assured by a third-party auditor for the first time in 2023, WMG reports that in the past year, it has made “significant strides” in its Scope 1 and 2 data collection, analysis and methodology. (Scope 1 and 2 refers to emissions that are owned or controlled by the company and indirect emissions that result from activities of the company.)
“Despite our return to office,” the report says, its efforts “have led to an overall decrease in our reported Scope 1 and 2 greenhouse gas emissions for 2023.”
The report also cites successful employee-driven initiatives, including its U.K. Wrights Lane office eliminating single-use plastic and switching to reusable cutlery and serveware. The WMG office in France has eliminated paper cups and improved waste management to increase recycling.
Regarding sustainable products and merchandise, the company outlines “an industry-first method” of creating vinyl albums using PVC alternatives. Says the report: “We are delivering these changes in partnership with our artists and songwriters, many of whom are increasingly looking for ways to share music with their fans in a sustainable way.”
Read the full report here.
As the music industry prepares to gather next week in Los Angeles for discussions on how to address climate change within the sector, a new initiative to better understand the scope of the challenge is underway.
On Monday (Jan. 29), MIT’s Environmental Solutions Initiative announced that it’s launching a comprehensive study of the live music industry’s carbon footprint. Co-funded and supported by Warner Music Group, Live Nation and Coldplay, the report will suggest solutions to reduce the environmental impact of live music events across all venue sizes, from, a statement says, “pubs and clubs to stadiums.”
Focused on the U.S. and U.K. markets, the partnership will begin with an initial research phase, with the resulting Assessment Report of Live Music and Climate Change expected to be complete by this July.
The report aims to provide a comprehensive assessment of the relationship between live music and climate change, to identify key areas where the industry and concertgoers can make tangible improvements to reduce emissions, to foster positive outcomes and to provide a detailed analysis of the latest developments in green technology and sustainable practices.
“I’m delighted that we will be working with our partners to co-create recommendations for a sustainable future in music,” says Professor John E. Fernandez, director of the ESI at MIT. “As well as jointly funding the research, I applaud the spirit of openness and collaboration that will allow us to identify specific challenges in areas such as live event production, freight and audience travel, and recommend solutions that can be implemented across the entire industry to address climate change.”
Coldplay has also committed to manufacturing all physical records for their forthcoming 2024 album from recycled plastic bottles, which a statement claims is the first initiative of its kind.
Coldplay is a longtime sustainability leader, with the band saying last June that its Music Of The Spheres tour has so far produced 47% fewer CO2e emissions than its previous tour and that it’s planted five million trees to date.
With fan travel being one of the biggest carbon emissions drivers in the music industry, in 2022 the band partnered with Live Nation and major public transportation providers to offer fans free or discounted rides to foster more sustainable travel. A study found that this initiative fostered a 59% average increase in public transport ridership on show days across four U.S. cities.