Live Nation invests in canned-water company Liquid Death
Live Nation has invested in Liquid Death, a drinks company packaging water in recyclable ‘tallboy’ cans, and selected the firm as its exclusive water vendor at more than 120 of its US venues and festivals.
The promoter was a participant in the company’s recent US$15 million series-C funding round, which also included celebrity investors Wiz Khalifa, Machine Gun Kelly, Steve Aoki, Tony Hawk and Kelly Campbell.
“We’ve always run Liquid Death like it’s a band, so getting to partner with Live Nation is a huge milestone and honour for us,” says Mike Cessario, co-founder and CEO of Liquid Death. “Music has been a huge part of our DNA since the beginning. We can’t wait to get back to live shows, support our favourite artists and help kill plastic water bottles at concerts.”
As part of Live Nation’s Green Nation sustainability charter, launched in 2019, the company is aiming to phase out the sale of single-use plastics at all owned and operated venues and events.
“We’ve found the perfect partner in Liquid Death”
“We’re all ready to be back at live events, and as we return we want to continue taking steps to be more sustainable,” says Michael Rapino, president and CEO of Live Nation Entertainment.
“We’ve found the perfect partner in Liquid Death, whose passion for music and protecting the planet will feed seamlessly into Live Nation’s future plans and events.”
According to Liquid Death, the company opted for aluminium cans because they are “infinitely recyclable”, with over 75% of the aluminium produced since 1888 still in use, unlike plastic, of which just 10% has been recycled.
Recent Live Nation research revealed 82% of its customers say they strive to maintain an environmentally sustainable lifestyle, with many looking to brands to play a bigger role in the live music industry to help protect the planet.
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Green Guardians: Water & Sanitation
The Green Guardians Guide, spearheaded by the Green Events and Innovations Conference and IQ Magazine, is a new yearly initiative highlighting some of the work being done around the world to reduce the carbon footprint of the live entertainment business.
The inaugural list, which originally ran in IQ 90, features 60 entries across ten categories, selected by the Green Guardians committee, which includes representatives from some of the sector’s most respected bodies, such as A Greener Festival, Go Group, Green Music Initiative, Julie’s Bicycle and Vision:2025.
Following on from last week’s feature on the companies providing transport and travel, this edition of Green Guardians looks at how we can avoid treating water as a single-use commodity.
Water & Sanitation
Goldeimer’s aim is that every single person on the planet will have access to secure sanitation. As there are currently 4.2 billion people that don’t, 100% of Goldeimer’s profits are used to support United Nations’ Sustainable Development Goal 6: clean water and sanitation.
The organisation’s toilet paper is made from 100% waste paper, contributing to the protection of primeval forests in South America, Russia and Scandinavia. In addition to safeguarding biodiversity in these forests, this reduces environmental pollution through long transport routes, whilst saving a lot of water and energy.
However, Goldeimer doesn’t just sell toilet paper. Every year the company’s task force of more than 200 volunteers takes 80 Goldeimer compost toilets to many festivals in Germany, where they can educate festival attendees and provide a sustainable alternative to regular sanitary facilities, without the use of water or chemicals.
In this way, the company saves around 1.6 million litres of water per season that would have been used by regular flushing toilets, and generates 15 tons of nutrient-rich soil from 40 tons of festival faeces.
The company saves around 1.6 million litres of water per season that would have been used by regular flushing toilets
Join the Pipe
Describing itself as the first social network of tap-water drinkers, Join the Pipe says more and more people are getting on board with its dream of redistributing drinking water worldwide in a fair way, whilst tackling plastic waste at the source.
Join the Pipe is realising this dream with its reusable water bottles and refill stations, and states that every bottle forms a part of the longest water pipe in the world: long enough to bring water to all of those without it.
By using reusable/multiuse bottles, Join the Pipe can reduce the amount of waste from single-use plastic water bottles. Its bottles are produced in the Netherlands, and are BPA free and dishwasher-proof. They come in a range of colours and can be printed with a logo or text.
Join the Pipe’s refill stations deliver sustainable tap water and can be installed both indoors and outdoors. The stations have been developed in collaboration with Dutch water companies, are made of stainless steel 316 and are vandal-proof.
Join the Pipe’s refill stations deliver sustainable tap water and can be installed both indoors and outdoors
In 2011, Jacob Bossaer was asked to design the water treatment system in the Princess Elizabeth polar research station in Antarctica.
During the four seasons he spent on one of the harshest terrains on the planet, he realised that if it was possible to manage water in a sustainable way in such a remote place, then it must be possible everywhere.
Upon returning to Belgium, he set about finding other engineers with whom he could share his vision of supplying the world with sustainable, clean water.
Bosaq was founded in 2015, and from the outset developed products and services that are in line with the circular economy.
The operation now consists of four main parts: off-grid systems (the technology); a consulting firm (the Water Experts); premium water; and a social purpose (Water Heroes) whose remit is to provide solutions for everyone who needs water.
Bosaq was founded in 2015, and from the outset developed products and services that are in line with the circular economy
Frank Water began after social entrepreneur Katie Alcott discovered that she had contracted dysentery from drinking dirty water. Since 2005, Frank Water has funded safe drinking water and sanitation for nearly 400,000 people in 549 communities.
It aims to provide safe drinking water to the 663 million people worldwide who still lack access to this basic human right.
Summer 2019 saw 182 volunteers serve more than 169,000 refills of chilled, filtered water at 15 UK music festivals, potentially saving the same number of single-use plastic bottles from being sent to landfill or recycling.
The Festival Refill Service serves unlimited refills of filtered, chilled water to people who purchase a refillable water bottle or Frank Water wristband.
The range includes a 500ml BPA-free hardwearing plastic bottle, and stainless steel bottles in 532ml and 800ml sizes. Festival-goers can refill throughout the festival from one of the fixed Refill marquees or from roaming Frank Tanks!
Since 2005, Frank Water has funded safe drinking water and sanitation for nearly 400,000 people in 549 communities
The Green Stop
It was an oceanic expedition and the disposal of single-use plastic in the sea that gave birth to the concept of The Green Stop, an organisation dedicated to the protection and preservation of the planet.
Last summer, the organisation’s bottle refill installations were present at four events, the most notable of which was Osheaga Festival, where it became the event’s official water fountain service.
Additionally, the business model has pivoted for summer 2020 in order to provide hand-washing stations, thus reducing the amount of waste from plastic gloves.
The Green Stop has developed a hand-washing station that allows people to clean their hands using a touch-less faucet, while maintaining an appropriate social distance.
Over four events in 2019, The Green Stop mitigated the use of 140,000 plastic water bottles and 940 plastic trash bags. Events, artists and crew were able to see first-hand the positives of an eco-friendly music festival.
The Green Stop has developed a hand-washing station that allows people to clean their hands using a touch-less faucet
The Ecoz story started ten years ago, and its main aim has always been to do things differently.
In recent years it has become clear that “the inconvenient truth” is quickly becoming a reality, not least in the field of water supply. Water is not a single-use commodity!
The team at Ecoz Mobile is committed to tackling a worldwide problem with regional solutions. The company offers local water-sanitation and strives to make water systems “circular.”
Working at music festivals has given Ecoz Mobile a tremendous platform to reach a very wide audience (festival-goers, press, national and international TV), which has helped boost the company’s credibility and has helped create awareness amongst festival audiences.
“Implementing Ecoz Mobile at festivals has allowed us to road-test our system in very challenging situations. We’ve acquired a lot of data to work with in the future and that we can convert into solutions for everyday use,” says the company’s Wouter Igodt.
“We’ve acquired a lot of data to work with in the future and that we can convert into solutions for everyday use”
Mobile Sanitary Solutions
Mobile Sanitary Solutions (MSS) products are designed with one eye on the environmental profit, whether it is on savings in water consumption (and even better, waste- water reduction), or the fact that most of its products are foldable and/or modular.
For example, it can ship sanitation for up to 10,000 people (POP UP3 vacuum toilets, UReo urinals and ReFresh handwash stations) on just one truck; or 48 ReBoost showers on one truck. And with international partners, MSS also saves on transportation costs by identifying the closest partner to the event venue.
The company has partners in Finland, Sweden, Holland, Belgium, Luxembourg, France, Portugal, Spain, the United States, Canada and Japan, while it also has deals with companies in the UK, Ireland, Germany, Italy, Hungary, Romania, Australia, New Zealand and others.
In addition to working at music events, MSS is increasingly involved in humanitarian and military services in refugee camps, disaster relief situations, campsites, and during the Covid-19 pandemic, in emergency hospitals around the world.
Continue reading this feature in the digital edition of IQ 90, or subscribe to the magazine here.