Spring is in the air and "green" is high on the agenda for both musicians and major brands -- but not necessarily together. Could greater collaboration be a missed opportunity?
The answer to that would seem to be "yes."
Brands and musicians are plowing their green furrows in increasing numbers. More and more marketers are developing their communications strategies to meet consumer demands for environmentally friendly products. "Eco friendliness" is growing exponentially in sectors including household cleaning, appliances, computing, automotive and food. But musicians only seem to come together with "green" brands outside the mainstream, and in low key or specialist ways.
As Billboard magazine's recent Green Issue reported, there's no slowdown in the number of artists embracing environmental issues. Some fairly mainstream and iconic musicians leading the charge include John Legend, Radiohead, Ludacris, Tommy Lee, Pharrell Williams and Feist, as well as more ecologically focused artists like Jack Johnson, Okkervil and Cake. These performers are among those driving the message home to their fans, leading by example. They're reducing their carbon footprint via biodegradable fuel in tour trucks, designing energy-efficient stage sets, running solar-powered recording studios and banning disposable water bottles at their performance venues.
Musicians are also encouraging fans to learn more and participate in socially responsible and cause-related behaviors. For example, Hanson's Take the Walk, which encourages fans to participate in a mile-long barefoot walk with them at each gig, raises awareness of poverty and AIDS in Africa. It also raises funds to send shoes to underprivileged kids there.
John Legend's Show Me Campaign encourages people to take individual action and, according to Billboard, has been a large part of his 2008 Evolver tour where fans can text in donations during the show and visit Show Me displays.
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