2026 Impact 50 Honoree: Amy Morrison

AMY MORRISON
CEO & Co-Founder
Music Sustainability Alliance

BY THE NUMBER: 3. The number of awards given out during the inaugural MSA Bobby Weir Sustainability Awards, named in honor of the late-great guitarist of the Grateful Dead.
FAV PLACE TO SEE A SHOW: “The Ford Amphitheater in LA, the size and vibe is perfect.”

Amy Morrison has long been an advocate for bringing live music and environmental responsibility together. Before co-founding the nonprofit Music Sustainability Alliance in 2021, she co-led AEG Presents’ Climate Positive Touring team, and served as the SVP of Marketing for the promoter.

In April, MSA hosted its third annual Music Sustainability Summit, with a focus on practical solutions for reducing the industry’s environmental impact. The 2026 event saw the debut of the MSA Bobby Weir Sustainability Awards, recognizing environmental responsibility and climate action.

Here, Morrison shares what’s next for MSA.
“What excites me most heading into 2027 is seeing sustainability increasingly become part of the conversation across the music industry rather than a separate or side issue. Whether it’s live events, touring, food, merchandise, fashion, fan engagement, or production design, sustainability is beginning to integrate more naturally into the overall music experience and the way the industry is imagining its future.

“We’re seeing growing momentum around energy, mobility, merchandising, food systems, and circular models, and there’s a real opportunity to help connect many of those conversations and innovations across the ecosystem.

“One of the areas I’m especially excited about right now is the intersection of music, sustainability, fashion, and live experiences. We’re exploring new ways to bring together artists, designers, merch innovation, circular systems, and audience engagement into experiences that feel cultural, creative, and community-driven rather than educational.

“Looking at the big picture, what makes this moment so encouraging is the widespread cultural shift taking place. There’s a genuine openness right now to experimentation, creative partnership, and rethinking long-standing systems. It’s the kind of collective mindset that will have a lasting impact well beyond sustainability alone.”