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In collaboration with Emirates Nature-WWF, the initiative will develop guidance and best practices for live events
By James Hanley on 10 May 2022
Live Nation Middle East and Emirates Nature-WWF have launched a new initiative to enhance the sustainability of concert tours.
Based on Live Nation’s Green Touring Programme, the scheme will look at all aspects of event production, including flights, ground transportation, hotel accommodations, merchandise and venue operations to develop guidance and best practices.
The scheme will kick-off with Maroon 5’s show at the Etihad Arena in Abu Dhabi on 6 May. Once the baseline data is collected from the study, a science-based guideline will be created to inform upcoming concerts and influence sustainable touring practices moving forward.
“Climate change is at the centre of the industry’s narrative and host cities must be ready”
“We are very excited to be launching a first of its kind project locally which will help transform the live entertainment industry for the betterment of people and planet,” says Laila Mostafa Abdullatif, director general, Emirates Nature. “With the UAE being the host for the forthcoming COP 28, Emirates Nature-WWF will aim to create a standard for wider market transformation of the event industry, encouraging the adoption of more sustainable measures.
“This initiative aims to create a path to enable market transformation of the live entertainment sector and beyond, and this is a significant partnership on the journey to delivering sustainable live events in the future.
“Climate change is at the centre of the industry’s narrative and host cities must be ready. A new era of sustainability is rising. Consumers around the world are increasingly determined to be more environmentally conscious and are using their power and voice through the products they buy and the events they attend.”
A key element of the program will be providing concert-goers with more sustainable options while attending shows.
“This is an exciting opportunity to put sustainable live entertainment centre stage ahead of COP28, furthering the environmental work we are doing in the region and across the globe,” says Patricia Yagüe, head of sustainability for EMEA Live Nation. “We are excited to partner with our global team to bring the Green Nation touring programme to our region, which is focused on measuring and reducing emissions through a science-based approach and investing in scalable, sustainable solutions.”
In line with the UAE’s target to reduce carbon footprint by 23% by 2030, the collaboration between Live Nation Middle East and Emirates Nature-WWF will focus on the next 18 months in the lead up to COP28.
“This initiative will give us the data we need in order to provide artists and fans with more sustainable options for touring going forwards”
“This initiative will give us the data we need in order to provide artists and fans with more sustainable options for touring going forwards and will build on the global commitments Live Nation has made,” Live Nation Middle East president James Craven.
“We are very excited to be making this announcement with Emirates Nature-WWF and couldn’t be happier that Maroon 5 will be the first show in our study. With concerns around climate change never more at the forefront of our minds, it is crucial that we all look at where we can make impact.”
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