Middle East: Live Nation & Emirates Nature–WWF Launch Sustainability Initiative

01 Arena from Plaza Night
The Live Nations and Emirates Nature–WWF sustainability program kicks off with the Maroon 5 show at Etihad Arena, May 6.

Live Nation Middle East and Emirates Nature–WWF have announced the details of a new initiative developing guidance and best practices to enhance the sustainability of concert tours.

Based on Live Nation’s Green Touring Program, the initiative will look at all aspects of event production, including flights, ground transportation, hotel accommodations, merchandise, venue operations, and more.

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The initiative will kick-off with the Maroon 5 show at the Etihad Arena, May 6. “Once the baseline data is collected from the study, a science-based guideline will be created to inform upcoming concerts and influence sustainable touring practices moving forward,” the announcement states.

In line with the UAE’s target to reduce carbon footprint by 23% by 2030, the collaboration between Live Nation Middle East and Emirates Nature–WWF will focus on the next 18 months in the lead up to COP28, hosted in UAE, whereby the project will provide a case study to continue informing more sustainable practices for live events.

The collaboration will already initiate some initial interventions into the first Maroon 5 event, including “a dedicated fleet of Porsche Taycans, the award-winning first all-electric Porsche model, will facilitate transport needs for the band whilst in Abu Dhabi, courtesy of Porsche Centre Abu Dhabi & Al Ain, Ali and Sons Automotive,” as well as an “inbound flight service via Etihad Airway’s all-new A350 aircraft, which is 25% more fuel efficient, as well as additional carbon offsets.”

Commenting on the collaboration, Laila Mostafa Abdullatif, director general, Emirates Nature, said, “We are very excited to be launching a first of its kind project locally which will help transform the live entertainment industry for the betterment of people and planet. With the UAE being the host for the forthcoming COP 28, Emirates Nature–WWF will aim to create a standard for wider market transformation of the event industry, encouraging the adoption of more sustainable measures.

“This initiative aims to create a path to enable market transformation of the live entertainment sector and beyond, and this is a significant partnership on the journey to delivering sustainable live events in the future. Climate Change is at the centre of the industry’s narrative and host cities must be ready. A new era of sustainability is rising. Consumers around the world are increasingly determined to be more environmentally conscious and are using their power and voice through the products they buy and the events they

Patricia Yagüe, head of sustainability for EMEA at Live Nation, added, “This is an exciting opportunity to put sustainable live entertainment center stage ahead of COP28, furthering the environmental work we are doing in the region and across the globe.

“We are excited to partner with our global team to bring the Green Nation touring program to our region, which is focused on measuring and reducing emissions through a science-based approach and investing in scalable, sustainable solutions.”

Live Nation recently completed a global sustainability study, which found that 82% of live music-goers strive to maintain an environmentally sustainable lifestyle. Accordingly, a key element of the program will be providing concertgoers with more sustainable options while attending shows.

James Craven, president Live Nation Middle East, commented, “This initiative will give us the data we need in order to provide artists and fans with more sustainable options for touring going forwards and will build on the global commitments Live Nation has made. We are very excited to be making this announcement with Emirates Nature–WWF and couldn’t be happier that Maroon 5 will be the first show in our study. With concerns around climate change never more at the forefront of our minds, it is crucial that we all look at where we can make impact.”

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