Live Nation Entertainment has announced the creation of a Green Nation Touring Programme, which is “developing industry-leading guidance and best practices to enhance the sustainability of concert tours”.
The Green Nation Touring Programme will allow Live Nation to help artists adopt and scale sustainable touring practices that prioritise people and planet. There will be focus on driving impact across all areas of the tour, including:
- Planning: Green venue selection, maximise efficient routing, evaluate transportation options, and more
- Production: Stage design to power requirements can also be measured and optimised
- Sourcing: Conscious and equitable sourcing options across merch, catering and other vendor supplies
- Community: Enhancing engagement with every community that touches a tour from fans, to crew, to the local market and brand partners
Live Nation just completed a global sustainability study, in which 82 per cent of live music fans said they strive to maintain an environmentally sustainable lifestyle. And a key element of the programme will be providing concertgoers with more sustainable options while attending shows.
“Live Nation has the opportunity and the responsibility to provide artists and fans with live music experiences that protect our planet,” said Michael Rapino, president and CEO of Live Nation Entertainment. “We’re inspired by artists who are continually pushing for greener options, and as we develop those best practices the Green Nation Touring Programme will help make them standards in the industry so collectively we can all make the biggest impact possible.”
To help drive these efforts on a global scale, Live Nation has elevated Lucy August-Perna to director, Global Sustainability. August-Perna has been with Live Nation since 2016 leading efforts to integrate sustainability measures like waste reduction, energy efficiency, and fan and employee engagement across all Live Nation owned and operated venues in the US. Prior to Live Nation she spent nearly a decade working with touring artists on environmental impact reduction strategies.
To track and measure these efforts, Green Nation is establishing standardised impact measurement tools for worldwide operations, and has created a venue survey to assess the sustainability of third party venue options. Green Nation has also enlisted the UK based not-for-profit think tank and creative consultant Julie’s Bicycle to collaborate on new tools, resources, and a green tour certification scheme to help expedite adoption of these touring practices and catalyse industry action.