New partnership between Emirates Nature-WWF and Live Nation Middle East aims to deliver more sustainable events
UAE-based entities have launched a first-of-its-kind initiative to boost the sustainability of concert tours and live entertainment events.
The new partnership between Emirates Nature-WWF and Live Nation Middle East will place greater emphasis on all aspects of live events i.e. flights, ground transportation, hotel accommodation, merchandise, the operation of the sites, among others.
Laila Mostafa Abdullatif, Chief Executive of Emirates Nature-WWF, said the partnership aims to transform the live entertainment industry and deliver more sustainable events in the UAE and around the world.
“This is essential for the future enjoyment of live music and the well-being of people and the planet. We look forward to facilitating our shared ambition to reduce carbon footprint and be the catalyst for market transformation. in the live music event industry,” Laila said. Khaleej Times.
Earlier this month, a pilot study was carried out during the Maroon 5 concert following the best ecological practices. For example, members of the Maroon 5 group flew on Etihad Airways’ brand new A350 aircraft, which offers a 25% reduction in fuel burn and emissions. On the road, they traveled in fully electric cars – a dedicated fleet of Porsche Taycans. Etihad Arena, the venue’s official partner, is located in the natural habitat of Yas Island and incorporates various energy and water efficient building systems. Eco-friendly rooms and reduced plastic items were provided by The W Hotel, where Maroon 5 stayed. Now, with the data collected from the study, a scientific guideline will be created to ensure sustainable practices for upcoming concerts and tours.
“This was the first time that the entire ecosystem of a live performance was examined, from flights to cars, to hotels, and finally to the show. We have received incredible support from pioneering companies in our pilot study – Etihad Airways, Porsche Center Abu Dhabi & Al Ain, Ali & Sons, Etihad Arena and The W Hotel who have already begun to help us pave the way for this study on the transformation of the live entertainment industry.Their partnerships will help reduce the carbon footprint of live events,” she said.
Laila pointed out that the initiative is in line with the UAE’s goal to reduce the carbon footprint by 23% by 2030.
“Furthermore, with the UAE hosting the upcoming COP 28, the project will provide a case study of the behavioral changes needed to create norms in a broader transformation of the events industry market. and open a new chapter in the sustainable live performance industry and beyond.”
Live Nation recently completed a global sustainability study, which found that 82% of live music enthusiasts strive to maintain an environmentally friendly lifestyle.
James Craven, President of Live Nation Middle East, said: “This initiative will provide us with the data we need to provide artists and fans with more sustainable options for touring in the future and will build on global commitments. that Live Nation took. With climate change concerns no longer at the forefront of our minds, it is crucial that we all look at where we can have an impact,” Craven noted.
The joint efforts of Live Nation’s Green Touring Program and the Emirates Nature-WWF Green Entertainment initiative will now extend to other live entertainment events.
Photo 5: Etihad Arena, the venue on Yas Island, incorporates several sustainable design strategies.
Laila said: “It will be done in partnership with Live Nation and other green supporters. As far as concerts are concerned, we have a very exciting line-up of live performances by renowned artists. Our goal is to transform the live entertainment industry across the Emirates, regionally and beyond. Therefore, there will be a variety of venue operators, airlines, ground transportation that we will seek to partner with.
READ ALSO :
She added that such an initiative is the need of the hour.
“The time for transformation has come. Local and global consumers are motivated to be more environmentally conscious and exercise their power and voice through the products they buy and the events they attend. Established artists also publicly state their requirements for cleaner gigs. Climate change is at the center of the industry narrative and the world must be ready,” Laila stressed.