(NEW YORK, NY) – Multi-platinum indie pop band AJR empowered thousands of fans to take action against the climate crisis during their Maybe Man Tour this summer. In collaboration with Planet Reimagined and REVERB, AJR generated over 35,000 fan climate actions on their tour, highlighting local environmental campaigns and inviting fans to get involved on the local level by taking immediate action.
Last spring, Planet Reimagined, a climate advocacy organization founded by multi-platinum AJR’s Adam Met, and REVERB, a non-profit with twenty years of experience helping artists, festivals, and venues employ sustainability practices and engage fans in social action, partnered together to publish Amplify: How to Build a Fan-Based Climate Movement. The study investigated what thousands of live music fans think and what they are ready to do about climate change and revealed that nearly 75% of live music fans are concerned about climate change and are eager to act—especially when motivated by their favorite artists.
Planet Reimagined created a new approach to artist advocacy: using the results of Amplify, artists now have the tools to inspire their fans to meaningfully respond to the climate crisis: through collective efforts to push policy-makers to pass climate-positive policies and produce systemic change.
AJR implemented the Amplify approach and used their platform to mobilize fans on the local level throughout their 25-show Maybe Man Tour across 21 cities this summer. At sold-out arenas from Madison Square Garden to Nashville’s Bridgestone Arena and, Los Angeles’ Kia Forum, AJR spotlighted local environmental campaigns and invited fans to participate in high-impact civic actions, including contacting elected officials and signing petitions, empowering fans to take immediate, collective action. Over 35,000 climate actions were completed by fans, including:
12,000 Civic Actions: Signing petitions, contacting elected officials, registering to vote, making donations, and volunteering 12,500 Sustainability Actions: Single-use plastic bottles avoided by fans using REVERB’s free water station 10,500 ‘Learn More’ Actions: Scanning QR codes and signing up for further engagement.
By partnering with REVERB, AJR not only gave fans the opportunity to take action on climate change, but also took steps to reduce the environmental impacts of their tour. REVERB coordinated with venues to reduce plastic waste by using compostable materials, restricting unnecessary plastic cups and bags, and ensuring effective recycling throughout the arena. Backstage, band and crewmembers used reusable bottles, plates, and cutlery. REVERB also helped venues reduce travel emissions by sending clear directions for public transportation, shuttle services, and carpooling.
While Amplify focuses on helping artists empower fans to participate in collective action, to be an effective messenger, artists must demonstrate their personal commitment to the cause. Taking clear steps to reduce the environmental impacts of touring gives artists greater credibility when asking fans to take their own civic and political action.
Planet Reimagined uses the Amplify approach to help advance climate solutions nationwide, including in Washington state, where a critical climate policy is on the ballot in November. Initiative 2117 seeks to repeal Washington’s Climate Commitment Act. Under the current policy, Washington charges a carbon pollution fee to incentivize companies to invest in clean energy alternatives. This pollution fee has already generated $2 billion for investments in clean air and water, forests and farmland, jobs, and transportation – providing a clear path to net-zero emissions by 2050. To protect this climate solution, Planet Reimagined is helping build a more effective campaign that reaches diverse audiences at live entertainment events and educates them on the importance of voting “No” this November.
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