Marketplace Morning Report: Making the Concert-Going Experience More Sustainable
Release Date: June 17, 2025
Host: David Brancaccio
Guest: Adam Gardner, Co-Founder & Co-Executive Director of Reverb
Introduction to Sustainable Concert-Going
In this episode of Marketplace Morning Report, host David Brancaccio delves into the environmental impact of concert tours and explores strategies to make the experience more sustainable. Joining him is Adam Gardner, a prominent figure in the music industry and co-founder of Reverb, a nonprofit organization dedicated to creating a more environmentally friendly music sector.
The Environmental Footprint of Concerts
David Brancaccio sets the stage by highlighting the significant environmental challenges associated with concerts:
David Brancaccio [05:26]: "When you're looking for carbon footprint and you think that's a place where carbon could be saved."
He emphasizes that while waste management at venues is important, the largest portion of a concert's carbon footprint stems from transportation.
Transportation: The Largest Contributor
Adam Gardner underscores the critical role transportation plays in the environmental impact of concerts:
Adam Gardner [06:13]: "Yeah, it has to be. It's just by far the largest part of any concert's footprint."
Gardner points out that the reliance on individual car travel contributes substantially to the overall carbon emissions of concert events. He frames this issue as a symptom of broader infrastructural and transportation challenges within the country.
The Role of the Music Industry as a Catalyst for Change
Gardner envisions the music industry as a potential leader in driving sustainable transportation initiatives:
Adam Gardner [06:38]: "But music is a high profile industry and if there's a way for it to be a catalyst for change on a municipal level, when we're talking about public transit and cultural level, I'm talking about people actually using it."
He advocates for the industry to leverage its influence to promote public transit and other sustainable transportation alternatives, thereby setting an example for broader societal change.
Reverb’s Study on Sustainable Concert Travel
Reverb's recent study provides insightful data on concert-goers' preferences and behaviors regarding sustainable transportation:
David Brancaccio [06:48]: "The key part of this is letting people know that there are alternatives for getting there than necessarily driving alone in a car."
The study reveals a strong interest among music enthusiasts in sustainable transportation options, indicating a readiness for change within the fanbase. However, Gardner notes that awareness and infrastructure are currently inadequate to support this shift.
Shared Responsibility for Sustainable Practices
Both Brancaccio and Gardner agree that the responsibility for sustainable concert travel is multifaceted, involving various stakeholders:
Adam Gardner [07:10]: "And they're not everywhere. And I don't want to place this responsibility all on fans because it isn't. I mean again, what's interesting is fans want this but they're not given the information or there isn't the infrastructure there."
Gardner emphasizes that venues, promoters, and artists must collaborate to provide and promote alternatives such as public transit options, shuttle services, and possibly incentivizing the use of shared transportation methods.
Infrastructure and Information: The Three I's
Gardner introduces the concept of the "Three I's" as essential components for advancing sustainable concert travel:
Adam Gardner [07:35]: "We call the three I's information, infrastructure and incentive. That's what's going to move the needle with concert travel."
- Information: Educating fans about available transportation options.
- Infrastructure: Developing and enhancing the physical and logistical frameworks to support sustainable travel.
- Incentive: Providing motivations for fans to choose greener transportation methods, such as discounts or exclusive perks.
Artists as Advocates for Sustainability
Artists play a pivotal role in promoting sustainable practices:
Adam Gardner [07:35]: "The artists are playing a big role in being the cheerleader, for lack of a better term."
By advocating for and actively supporting sustainable transportation, artists can influence their fans and drive meaningful change within the industry.
Post-COVID Momentum towards Sustainability
The COVID-19 pandemic has inadvertently accelerated the music industry's focus on sustainability:
Adam Gardner [07:35]: "The good news is also coming out of the COVID shutdown, a lot more energy in the music industry is focused on sustainability in a real way."
The pause in live events allowed stakeholders to reassess and implement more sustainable practices, leading to a strengthened commitment to environmental responsibility.
Conclusion: A Collaborative Path Forward
David Brancaccio wraps up the discussion by highlighting the collaborative efforts needed to make concert-going more sustainable. By combining information dissemination, infrastructure development, and incentivization, the music industry, along with its stakeholders, can significantly reduce the environmental impact of live events.
David Brancaccio [08:09]: "Adam Gardner is co-founder of the nonprofit Reverb that works on environmental issues as they impact the music industry and the concert industry."
Listeners are encouraged to learn more about Reverb's initiatives and the ongoing efforts to create a greener concert experience by visiting Marketplace.org.
This episode underscores the vital intersection between the music industry and environmental sustainability, presenting a roadmap for reducing the carbon footprint of concerts through collective action and innovative solutions.