Live Nation Middle East has launched a new green initiative designed to transform sustainability standards in the region’s events sector.

The live events giant’s regional division and Emirates Nature – WWF have collaborated on a programme developing guidance and best practices to enhance the sustainability of concert tours. Based on Live Nation’s Green Touring Program, the initiative will look at all aspects of event production, including flights, ground transportation, hotel accommodations, merchandise, venue operations, and more.

The collaboration will focus on the next 18 months in the lead up to COP28, hosted in UAE, whereby the project will provide a case study to continue informing more sustainable practices for live events. The effort was launched last week at a Maroon 5 show at Abu Dhabi’s new Etihad Arena with data collected to inform upcoming concerts and influence sustainable touring practices moving forward.

Laila Mostafa Abdullatif, director general at Emirates Nature, said: “This initiative aims to create a path to enable market transformation of the live entertainment sector and beyond, and this is a significant partnership on the journey to delivering sustainable live events in the future.

“Climate change is at the centre of the industry’s narrative and host cities must be ready. A new era of sustainability is rising.

“Consumers around the world are increasingly determined to be more environmentally conscious and are using their power and voice through the products they buy and the events they attend.”

Live Nation recently completed a global sustainability study, which found that 82% of live music-goers strive to maintain an environmentally sustainable lifestyle. A key element of the program will be providing concertgoers with more sustainable options while attending shows.

James Craven, president of Live Nation Middle East, said: “This initiative will give us the data we need in order to provide artists and fans with more sustainable options for touring going forwards and will build on the global commitments Live Nation has made.

“We are very excited to be making this announcement with Emirates Nature–WWF and couldn’t be happier that Maroon 5 will be the first show in our study. With concerns around climate change never more at the forefront of our minds, it is crucial that we all look at where we can make impact.”

The Maroon 5 gig was the Etihad’s first full-capacity gig. Find out more about how the show went in this interview with the Etihad Arena’s GM, Brint Jackson.

Image: HOK