Launch Event: Engaging Live Music Audiences on Climate Change through Travel Campaigns

Sign up for the online launch event on Thursday 25th January 2024, 1pm GMT

Audience travel is one of the biggest contributors to the carbon footprint of live music events: reducing emissions from audience travel is an industry-wide challenge.

A 2022 report, on which ecolibrium’s CEO Chris Johnson was a collaborator, (From carbon footprints to cultural influence: Engaging live music audiences on travel choices), was based on roundtables with music/sustainability professionals and drawing on social science insights, made recommendations for communicating more effectively with audiences on sustainable travel choices, and leveraging the cultural influence of events to create wider change.

In 2023, working with five UK festival and venue partners and supported by the Calouste Gulbenkian Foundation, these ideas were trialed and tested, exploring approaches to sustainable audience travel messaging that could be scaled up and used at gigs, festivals and other events. Partners embedded messaging that emphasised the collective impact of audience travel choices and appealed to audiences to play their part in reducing the carbon footprint of the event. 

Across the partnerships there were increases in shuttle bus/public transport use and active travel, a reduction in car use, and an increase in social media engagement.

Learnings from the partnerships are presented in a slide deck designed to showcase practical suggestions for engaging live music audiences on climate change through travel campaigns. Join the research team plus representatives of Team Love, Bristol Beacon, Boomtown and Anjunabeats/Involved Group to discuss the findings, and hear insights from focus groups conducted with audience members from Love Saves the Day (pictured) and Forwards festival.

Speakers & contributors include:

  • Adam Corner, Climate//Communication//Culture 
  • Briony Latter, Climate change researcher
  • Anna Johnson, Sustainability and Environment Officer, Involved Group.
  • Prudance Akinin, Head of Communications, Boomtown
  • Ciaran Austin, Campaigns Marketing Officer, Bristol Beacon
  • Pauline Bourdon, Sustainability & Social Cohesion Coordinator, Team Love