Keeping Our Planet in Tune at the 2024 Music Sustainability Summit
Credit - John Salangsang/Shutterstoc
The new year is off to an excellent start for sustainability and innovation! On February 5th, 2024, we marked a significant music industry milestone with the first (inaugural) Music Sustainability Summit in Downtown Los Angeles. This groundbreaking event, organized by the Music Sustainability Alliance, served as a hub for tools, best practices, case studies, and events to foster relationships for a sustainable future in the music industry. The overwhelming demand for attendance, exceeding capacity, necessitated a move to The Novo at L.A. Live, underscoring the industry's eagerness for sustainability.
Despite heavy rain (I thought this was SoCal?), the event saw a satisfying turnout of panelists, partners, and attendees, totaling over 300 in the company.
The Summit aims to foster stakeholder relationships, spark conversations, and ignite action for impact. Through various panel discussions and interactive workshops, stakeholders exchanged ideas and gained insights to solve problems collectively, tackling various environmental and social challenges affecting the music industry and beyond.
Many great dialogues took place at the Summit, marking the beginning of the tremendous positive impact this industry can have on the planet. As a global society that comes together to celebrate through events, songs, and dance, we can see the power that music has to make lasting change.
I am excited to share the incredible takeaways from the first Music Sustainability Summit below.
Collaboration is the Expectation
For impact to happen, collaboration must be in place. The music industry is no different. As music itself is unifying, so too is the climate crisis. I was heartened to hear the underlying thread throughout each panel that we, as stakeholders, must acknowledge and embrace all the potential each other has to offer. From venue partners to food and beverage suppliers, through the free flow of information and sustainable best practices, we can transform an industry that is transformative itself.
One core team member kicked off the event by noting that it doesn't matter if you don't know much about the sustainability space, as the reality is that this is what matters and is what is important. The high volume of attendees at the Summit reinforces the interest and awareness of tackling climate change with the influence music already has on society. Concerts are well regarded for creating moments that leave an effect. As music and live events grapple with the ability to leave an impression on so many, they can utilize that ability to advocate for things that matter.
Behind the scenes and on stage, music industry professionals agree that climate action matters. One panel of sustainability executives from various venues and event management companies agreed that making an impact is of the utmost importance. This sentiment spoke volumes to me!
With industry leaders feeling more empowered than ever to speak up about climate change, we can engage authentically and even locally to see effective collaboration for impact across all levels of the music industry.
Energy with Meaning
With the price of solar and wind energy decreasing and becoming more viable year after year, renewable energy sources have become a staple of sustainability innovation. For music and live events, this can make a tremendous impact. It was very hopeful to hear that 80% of climate solutions are cheaper than conventional fossil fuels, giving weight to the goal of living sustainably a reality. One climate scientist at the Summit reinforced this sentiment by sharing that solutions have been developed and tested for years, where they are available today.
A recent study analyzed U.S. and U.K. markets to determine where to make tangible changes across music and live events to promote decarbonization. Researchers will complete the study this summer.
I was intrigued when I learned that the industry has equity issues, as the energy system still needs to be decarbonized. Further, a speaker highlighted the goal of getting science closer to the industry so that it eventually becomes embedded in business as usual. If we are to implement more sustainable energy sources for concerts, sports, and other live events, we need infrastructure supporting that energy.
I wasn't aware until this Summit of the impact governments can have by subsidizing music and live events, especially as more artists and companies voice their support for taking climate action. One panelist noted that starting the conversation early in the planning process is highly beneficial, as it touches on many aspects of an event. Reports show that the average concert uses about 500,000 kWh, which leaves a huge carbon footprint. Some companies have seen the benefit early on and have begun placing solar panels on stages, roofs, and other buildings to advocate for sustainable sources. Solar-power trailers have started making themselves known among artists and crews, which is wonderful to see the drive for technical innovation already at play!
Save the Food, Prevent the Waste
Food systems are critical in handling our response to climate change. When listening to the panel focused on food-related issues, I admired the connection speakers made between food and social justice issues, as they affect each other. The organization Support+Feed, also in attendance, made a wonderful mention of community offsets, including providing food to underserved people and supporting community organizations trying to make a similar impact (watch Support + Feed speak at last year's EMA IMPACT Summit).
When it comes to music, food is a cultural staple. Food is an essential component of any celebration, performance, or event. As was mentioned earlier, creating strong relationships for collaboration is necessary to get the movement going. One speaker acknowledged this by recognizing the importance of partnerships and that while not easy, more can be done.
I recall hearing that venues are a great testing ground for sustainability innovation, with which I agree! Food waste statistics have reported that about 23,500 metric tons of waste is generated annually from music festivals in the United States, with facilities only recycling around 8% of plastic waste generated at festivals. This lack of recycling leaves room for change, starting with food consumed! One team member from Support+Feed suggested having concertgoers and fans consume plant-based meals once a day for a month, seeing how greatly this action will reduce waste, water, and emissions.
Attendees showed examples of this behavior as many people in attendance brought their own lanyards and reusable water bottles. We were excited to see this come into practice during lunchtime, as they served plant-based meals with bamboo plates and utensils. One of the Music Sustainability Alliance's founding partners, r.world, is monumental in waste prevention with its flagship product, r.Cup is a reusable cup used across venues and festivals in the United States.
From tentpole events like Coachella to local concerts, we can make events less wasteful but more memorable with proper education and alignment from vendors and suppliers.
Artists can be Heroes
One panelist spoke about the importance of being true to themselves and having high standards. Artists have tremendous influence over their fans and can use their reach to advocate for what matters most to them. Using an artist's voice, such as their affinity for sustainability, can drive engagement quicker and create action on a grander scale. During a discussion centered around artistry and activation, a speaker introduced the topic of nature coupled with art. One speaker shared that art and nature go hand in hand, where together they are powerful.
With this in mind, it is no wonder we are seeing a growing community of socially responsible artists. One speaker pointed out that even if an artist may not have all the answers about a particular issue, they can use their platform to point to others who do, such as climate experts.
Many agree that money is still a driving force for making lasting change. The benefit is that, as one cultural strategist shared on stage, younger generations are more mindful of their daily choices and impact than ever before. This is good news for industry companies as 7% more music fans care about climate change than the general public, with 78% of fans taking action.
As an artist creates a community with their support, or "fandom," they can create a culture that supports and fosters continued climate action. Billie Eilish, daughter of Support+Feed founder Maggie Baird, was mentioned as being a prime example of creating a culture of sustainability in mainstream music. During Eilish's recent world tour, she was reported as not allowing plastic straws, encouraging fans to bring their water bottles, and having recycling bins at venues. Billie and Maggie earned the EMA Missions in Music Award at the 2022 EMA Awards for these actions!
There is so much potential for artists' impact at concerts and live events, especially as we live in an increasingly interconnected world. It is exciting to see how others will use this potential as a force for good.
In conclusion
The day transitioned into a vibrant evening reception atop the lounge in the Novo in Downtown LA, where attendees conversed on what had been shared earlier that day and planned for the future.
I was in awe of the incredible work already being done to make music and live events more sustainable and equitable. Many changemakers want to make this space more impactful and have created a formal path to do so. Being among all the driven artists, professionals, and advocates on a day that made history keeps me interested in what's to come.
Let's gather around and sing a song for change because the volume for impact is all the way up!
Stay tuned for the upcoming EMA IMPACT Summit in June to learn more about sustainability in the entertainment industry.
Written by Demitri Fierro, ISSP-SEA (MBA Sustainable Management).
Join leaders in entertainment and sustainability to champion actionable solutions to save our planet, health, and future!