Music Is A Powerful Agent Of Change: Guest Post By MSA’s Amy Morrison

By Amy Morrison, Music Sustainability Alliance

In the face of the climate crisis, it’s critical that the music industry steps up and uses its voice to inspire action. Scientists, policymakers, companies, and activists play pivotal roles in addressing this emergency, but artists and the music industry have a unique platform to amplify the most impactful solutions. In an age dominated by disinformation and echo chambers, music serves as a unifying force, bringing people together and fostering genuine connections. We possess an immense cultural influence that extends well beyond our immediate sphere. This presents an extraordinary opportunity for the industry to be an agent of change.

The power of the music industry lies in its ability to shape culture through fans’ emotional connection to artists, music, and the live experience. In order to support artists who seek to be active on climate change, the industry must unilaterally promote sustainable practices. All stakeholders must work together to reduce the industry’s carbon footprint while increasing its societal impact. Through convening, increasing access to resources, and innovation, the Music Sustainability Alliance provides the container for the music industry to learn, collaborate, and take collective action.

Music and social movements have long been intrinsically linked. Throughout history, music has played a pivotal role in driving social change, sparking movements, and inspiring people to advocate for justice and equality.

During the civil rights movement, music became a powerful tool for protest and solidarity. Songs like “We Shall Overcome,” which itself was born during a tobacco workers’ strike in the 1940s, became anthems for the movement. In the 1970s, rock music provided the soundtrack for protesting the Vietnam War. In the 1980s, punk rock emerged as a powerful voice for social and political dissent. More recently, the LGBTQIA+ rights movement has been accompanied by a rich musical history, with artists like Madonna, Lady Gaga, and Elton John using their platforms to advocate for visibility, and acceptance. And hip-hop continues to be a driving force for social activism, by addressing systemic racism, police brutality, poverty, and inequality.

A musician’s willingness to speak truth to power and challenge the status quo inspires admiration and action. However, all stakeholders — venues, managers, foodservice operators, and others — need to share in operations, cost, and messaging.

Climate action and sustainability in the music industry has come a long way since the early 2000’s. Artists like Willie Nelson and Jack Johnson have laid the groundwork with biodiesel tour buses and general green touring practices. Every year, more artists speak about the climate crisis and incorporate sustainable business practices into their tours. Today, Billie Eilish and Coldplay’s green initiatives have broken into the mainstream and are setting the bar for eco-friendly albums, merchandise and touring practices. With help from Effect Partners, REVERB, Hope Solutions, Julie’s Bicycles, Music Declares Emergency, and A Greener Future, dozens of other artists, famous and lesser-known, have adopted green business practices and spoken out about climate change. Festivals and venues are transitioning to renewable energy sources, using complex waste diversion programs, offering plant-based food options and adopting reuse.

There are many aspects of sustainability that the industry can control and change quickly, and there are others that happen at the policy level. Serving in its role as a convener, the MSA has recently formed a coalition with more than a dozen civic engagement, climate advocacy and artist teams to create an industry wide campaign focused on increasing voter turnout for the 2024 election.

MSA’s Working Groups (WGs) are another example of how the MSA is uniting the music community around specific goals. The WGs, announced April 18, will bring together individuals across industry sectors to tackle overarching environmental challenges in the context of the music industry. Through collective expertise, the working groups will deliver industry reviewed and vetted recommendations that are measurable and can be implemented at scale.

We are at an exciting turning point — people are getting out of their silos and creating collective action. The ongoing engagement I have seen within the MSA community underscores the industry’s desire to work together on climate change.

To plug into this growing community, sign up for our newsletter at musicsustainability.org, email us at info@musicsustainability.org or follow us on Instagram at @msa.action.

As president and co-founder of the Music Sustainability Alliance, Amy Morrison operates at the intersection of live music and environmental responsibility, fusing her expertise in the touring industry with her sustainability passion and background. Morrison has been a trailblazer in the live music world for over three decades, notably serving as SVP of Marketing for Concerts West/AEG Presents where she worked with the Rolling Stones, Celine Dion, Paul McCartney, Prince and more. She also co-led the Climate Positive Touring team and spearheaded the company’s reusable cup program. In 2021 she reinforced her commitment by achieving a sustainability certificate from Presidio Graduate School.