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A new study suggests that prominent names in live entertainment are the key to driving sustainability standards across the industry.
The Music Sustainability Alliance (MSA) and environmental solutions company ClimeCo have found that a vast majority of influential stakeholders in the live music industry recognise the importance of sustainability efforts. The two organisations undertook a recent study on the state of sustainability in live music at the MSA’s Music Sustainability Summit. The research engaged more than 50 stakeholders, including tour managers, promoters, record labels, festival operators, and more.
The study found that 91% of respondents felt that the anchor of sustainability in the live music industry is the influence of artists.
The study found that popular artists who are outspoken about sustainability can help to normalise the widespread adoption of environmentally-friendly practices. However, smaller acts that want to improve their sustainability are thought to have more difficulty achieving this.
“Given its visibility, platform, and passion, the entertainment industry is one of the most important and influential drivers of climate action,” said senior manager of sustainability, policy, and advisory at ClimeCo Garrett Keraga.
“This effort shows that while sustainability progress is being made in live music, industry groups need help in navigating the process. ClimeCo has worked with numerous industry players to create sustainability strategies, plan and implement abatement solutions, create measurable impact, and communicate progress. We are thrilled to partner with forward-thinking groups like the Music Sustainability Alliance to use the power of music to create a brighter future.”
Fan travel was found to be the largest source of carbon emissions for tours and festivals.
As a result of this, ClimeCo noted that the biggest opportunity to reduce the live music industry’s negative impact on the environment would be to increase efforts to provide sustainable options for fans.
Coldplay is one of the most popular groups striving for sustainability and implemented several measures in their latest tour.
“This research is a step towards understanding where we are in our sustainability journey, the challenges we need to solve and the opportunities for action,” said MSA President Amy Morrison.
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