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Massive Attack’s Innovative Approach to Sustainable Touring
Discover how Massive Attack revolutionizes the music industry with their innovative approach to sustainable touring. Explore their eco-friendly practices, commitment to reducing carbon footprints, and how they inspire other artists to follow suit.
Massive Attack’s Commitment to Sustainable Touring
In 2019, while on a West Coast tour, the British band Massive Attack found themselves grappling with a significant dilemma. As they flew from one show to another, rapper and singer Robert Del Naja experienced a moment of profound introspection. He questioned the environmental implications of their extensive touring: “Can I justify this anymore?”
This moment of crisis prompted the band to take decisive action. They collaborated with climate scientists to devise a sustainable touring model aimed at minimizing their carbon footprint. Their commitment culminated in a groundbreaking festival held in Bristol, England, the band’s home city, on a Sunday, which attracted 35,000 attendees. This event was a platform to demonstrate the innovative carbon-reduction strategies developed in partnership with the Tyndall Centre for Climate Change Research and A Greener Future, a nonprofit dedicated to reducing emissions within the music industry.
The festival was a notable achievement in sustainability, as it was powered entirely by batteries charged through renewable wind and solar energy sources. Furthermore, fans were actively encouraged to adopt eco-friendly travel methods, such as walking, cycling, or utilizing public transportation, to attend the show.
Unlike other bands, such as Coldplay, who have engaged in high-profile stunts to raise awareness about the music industry’s environmental impact, Massive Attack aimed to tackle the core issues contributing to carbon emissions from live performances. These include not only audience travel but also the energy consumption of venues. By addressing all aspects of a concert’s environmental footprint, Massive Attack sought to set a new standard for sustainability in the music world.
In an interview conducted just days prior to the event, Del Naja expressed his frustration with past efforts within the music industry to cut emissions, noting that they often fell short of aligning with the United Nations’ climate goals, specifically the target to limit global temperature rise to 1.5 degrees Celsius (or 2.7 degrees Fahrenheit).