Transforming the live music industry.
Live music is beneficial for mental health, especially following a year of isolation due to the Covid-19 pandemic. These experiences have been found to spark joy and create inexplicable connections between people.
In an effort to transform the live entertainment sector and deliver more sustainable events across all Emirates in the UAE and globally, Emirates Nature-WWF has joined hands with Live Nation Middle East on the pioneering Green Series initiative.
The initiative aims to develop industry-leading guidance and best practices to enhance the sustainability of concert tours.
In line with the UAE’s target to reduce carbon footprint by 23% by 2030, we are taking a science-based approach on a pilot project with Live Nation in Abu Dhabi, which was kicked off with world-famous act Maroon 5 performing at the Etihad Arena.
We are looking at the entire ecosystem of a live performance from flights, ground transportation, hotel accommodation, merchandise, and venue, with a focus on driving impact across all these areas. Once the baseline data is collected from the pilot study, a guideline will be created by Emirates Nature–WWF, using a science-based approach, to inform upcoming concerts and fundamentally transform the future of the music industry by shaping and influencing sustainable touring practices that prioritise people and planet.
In the lead up to COP28, hosted in UAE, the initiative will provide a case study of the behaviour changes required to create market transformation and start a new chapter in sustainable live performances.