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Devin D. Thorpe
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Reverb Is Making The Live Music Industry Greener

Clean Energy Advisors is a sponsor.

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Lauren Sullivan and her husband Adam Gardner, a touring musician, wanted to make the concert scene more environmentally friendly. They’ve created Reverb, a nonprofit, to help the industry get its green on.

Adam explains, “The live music industry has historically been highly disposable, creating large amounts of landfill, energy and water waste. Think of all the plastic cups on the ground at the end of a concert or a weekend long festival, for example. Tour busses and trucks guzzle fuel carrying large crews, and large amounts of equipment across long distances every day on a tour. Tens of thousands of fans commute to a venue typically located 40 miles outside of major city centers, contributing to over 80 percent of a concert’s carbon footprint.”

Adam recognized that other nonprofits face that Reverb could overcome. “Local and national enviro nonprofit organizations have had variable experiences ‘tabling’ at concerts because they aren’t directly connected to the band or they don’t have the capacity to compete against all the other attractions at a show to get concertgoers’ attention.”

Working directly with the bands, Adam says, they can make a big difference. “Because I’m a touring musician myself, I’m able to speak to artists and their managers directly about how we can help make their tours more green while mobilizing and inspiring their fans to take action that adds up to real change.”

As a musician, Adam has an advantage. “I understand the challenges and opportunities live music events and tours create. We make it easy for bands to bridge the gap between their intentions and actions, as we embed our staff into their tours as part of their touring crew to handle tour greening behind the scenes while setting up a fan-facing interactive Eco-Village.”

Reverb has a crew that works the concerts. “Just like they have staff to handle setting up their lights and sound, we provide expert staff to set up biodiesel fuelings for tour vehicles, local farm food for catering, compost and recycling, etc. Out front at the Eco-Village in the concourse of each venue, fans can connect with issues and organizations that are near and dear to their favorite musicians. We also incentivize fans to participate by offering them ticket upgrades, meet and greets with the band and prizes. We want to make this fun and meaningful for fans in a way that only enhances their concert experience,” Adam says.

It is still a hard sell at times, Adam says. “The challenge is sometimes a general resistance to change, and lack of prioritizing or recognizing the negative impacts of live music. I get it–it’s hard enough to pull off a major production every night in a different city–everyone out on the road has their plates full and don’t have the know-how or capacity to take on new territory.”

There are challenges in trying to scale, too, he says. “We try to ‘teach a band to fish’ as much as we can, but ultimately the best programs have our staff onsite handling them–so there’s a limitation as to how much we can do directly to green tours. That said, the biggest impacts are with the millions of fans these major musicians have and their actions adding up to something truly significant. Impacting fans to take action is getting more and more powerful as social media and large concert events grow.”

Chris Warren, CEO of Clean Energy Advisors, says, “The work Adam and his team do is awesome. They spend countless hours on tour with musicians and make a difference one recycled bottle or locally sourced dinner for the crew at a time. Everyone I have met at Reverb is committed to the mission. It’s thought leaders like Adam who see an opportunity to make a positive impact and do something about it that give us great hope for future generations. We’re proud to walk hand in hand with Reverb to spread the word about climate change and to take actions that make the world a better place.”

Adam’s vision to leverage the bands’ fans to make a real impact in the world.

He says, “We are called REVERB because the message of sustainability starts with the musicians and reverberates out to their fans, which then take that passion and inspiration home to their families, workplaces, schools, and communities. We’ve been able to make a pretty good dent in changing the public’s hearts, minds and actions through the incredible reach and connection of music. It has taken many forms–fans have volunteered thousands of hours, given thousands of dollars to causes, taken thousands of actions in their own lives as simple as ditching disposable water bottles and using reusable ones.”

On Tuesday, February 28, 2017 at noon Eastern, Adam will join me here for a live discussion about the work of Reverb, making the live music industry greener. Tune in here (at the top of this article) then to watch the interview live. Post questions in the comments below or tweet questions before the interview to @devindthorpe.

Adam Gardner, courtesy of Reverb

Adam Gardner, courtesy of Reverb

More about Reverb:

Twitter: @reverbrocks

REVERB is a community of music makers and lovers harnessing the power of live music to tackle today’s most urgent environmental issues. We partner with major musicians, festivals and venues to green live music events behind the scenes while mobilizing millions of concertgoers to take actions that add up to real change. Leading the music community since 2004, REVERB is a 501c3 environmental non-profit founded by activist Lauren Sullivan and her musician husband, Adam Gardner of Guster.

Adam’s bio:

Adam wears two “hats”— Guster frontman and Co-Director of REVERB, a non-profit environmental organization dedicated to educating and engaging musicians and their fans to take action toward a more sustainable future. Gardner co-founded REVERB with his environmentalist wife, Lauren Sullivan in 2004. Since then REVERB has greened over 200 major music tours and festivals and over 5,000 concert events, kept over 117,000 tons of CO2 from the air, fueled touring fleets with over 900,000 gallons of biodiesel, partnered with over 4,000 environmental groups and have reached over 27 million music fans.

The artists that have partnered with REVERB to help them go green and mobilize their fans include Dave Matthews Band, Maroon 5, Linkin Park, Jack Johnson, Drake, FUN., Sheryl Crow, Phish, Jason Mraz and many more. REVERB also works with the music industry to improve business practices including record labels, concert venues and radio stations. While Adam is often on tour with his own band playing to sold-out audiences from Radio City Music Hall in New York to the Warfield in San Francisco, he is busy work-ing for REVERB in the back of his biodiesel-powered tour bus. REVERB and Guster launched the annual Campus Consciousness Tour in 2006, bringing daytime environmental programming to students and a green concert event onto college campuses across the country. Past headliners include Grammy Award-winning artists, Ben Harper and FUN., hip-hop sensations, Drake and J. Cole, and indy rockers Passion Pit, Walk the Moon and X Ambassadors. Adam has had the honor of testifying to Congress twice: in 2010 about the benefits and need to support sustainably produced and community-based biodiesel and again in 2012 in support of keeping wood products such as musical instruments free of illegally sourced wood.

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Devin is a journalist, author and corporate social responsibility speaker who calls himself a champion of social good. With a goal to help solve some of the world’s biggest problems by 2045, he focuses on telling the stories of those who are leading the way! Learn more at DevinThorpe.com!

 

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