Ahead of crowd-based entertainment’s fast-approaching return, Live Nation has officially launched the “Green Nation Touring Program,” which will aim “to help artists adopt and scale sustainable touring practices that prioritize people and planet.”
The Beverly Hills-based concert promoter just recently unveiled the “Green Nation Touring Program” in a formal release. According to this announcement message, the sustainability-centered initiative will “focus on driving impact across all areas of the tour,” from “green venue selection” to evaluating transportation options.
Additionally, the Green Nation Touring Program is set to “maximize efficient routing,” measure and optimize stage designs and power requirements, and prioritize “conscious and equitable sourcing options across merch, catering and other vendor supplies.”
As 82 percent of “live music goers” stated in a recent survey that “they strive to maintain an environmentally sustainable lifestyle,” the program will also provide fans “with more sustainable options while attending shows.” The text doesn’t elaborate upon these sustainable options (or the nuances of the above-mentioned commitments), though Live Nation has promoted five-year company veteran Lucy August-Perna to director of global sustainability.
Moreover, the Ticketmaster parent company emphasized that it’s established “standardized impact measurement tools for worldwide operations, and created a venue survey to assess the sustainability of 3rd party venue options.”
Finally, Live Nation will collaborate with climate-focused non-profit Julie’s Bicycle “on new tools, resources, and a green tour certification scheme to help expedite adoption of these touring practices and catalyze industry action.”
Addressing his company’s Green Nation Touring Program in a statement, Live Nation president and CEO Michael Rapino said: “Live Nation has the opportunity and the responsibility to provide artists and fans with live music experiences that protect our planet.
“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.”
On the latter front, Coldplay frontman Chris Martin in November of 2019 said that his band would cease touring due to environmental concerns – albeit while proceeding to play iHeartMedia’s “Alter Ego” Festival in January of 2020, seemingly signaling a desire to continue performing for fans.
Moving forward, it’ll be interesting to see whether the Green Nation Touring Program’s eco-friendly efforts prompt Martin and others – Foals keyboardist Edwin Congreave in December of 2020 stated that bands should prioritize sustainability while on the road or cease touring altogether, for instance – to resume embarking on extensive concert series.
Earlier this month, Live Nation launched its “Ones to Watch” discovery platform in mainland China and revealed that it was in the process of installing livestream equipment at over 60 venues.