Live Nation Entertainment is working to enhance the sustainability of concert tours through its new Green Nation Touring Program. The intention is to enable artists to adopt and scale sustainable touring practices.
There will be focus on driving impact across all areas of the tour. This starts with planning, where the focus is on green venue selection, maximising efficient routing, evaluating transportation options, and more. In terms of production, everything from stage design to power requirements can be measured and optimised. There is also a focus on conscious and equitable sourcing options across merchandise, catering and other vendor supplies. The programme also takes in community aspects, where the idea is to enhance engagement with every community that touches a tour, from fans to crew, the local market and brand partners.
Live Nation has just completed a global sustainability study, in which 82% of live concert-goers said they strive to maintain an environmentally sustainable lifestyle. A key element of the programme will be providing concert-goers 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, 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 Program 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 of global sustainability. August-Perna has been with Live Nation since 2016, leading efforts to integrate sustainability measures such as waste reduction, energy efficiency and fan and employee engagement across all venues owned and operated by Live Nation in the USA. Prior to Live Nation she spent nearly a decade working with touring artists on strategies to reduce environmental impact.
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 thinktank 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.
The touring programme continues to expand on Live Nation’s Green Nation sustainability charter, which focuses on climate action and decarbonisation of venue energy and transportation; protection and regeneration of nature through responsible sourcing and consumption practices; as well as community engagement across artists, fans, employees, sponsors, vendors and local communities.
Live Nation stated it is committed to evolving low-carbon and regenerative practices across its portfolio and recognises the lasting impact the company can make by striving to enhance sustainability across the 40,000 shows and more than 100 festivals it hosts across 40 countries around the world in a typical year.