Live Nation project aims to make Middle East concert tours more environment-friendly

In an effort to enhance sustainability standards in the Middle East, Live Nation has joined with Emirates Nature-WWF to announce a new initiative best practice initiative 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 accommodation, merchandise and venue operations.

The collaboration will focus on the next 18 months in the lead up to COP28, hosted in United Arab Emirates, developing case studies and guidance to continue informing more sustainable practices for live events. The effort was launched last week at the Maroon 5 show at Abu Dhabi’s Etihad Arena on 6th May with data collected to inform upcoming concerts and influence sustainable touring practices moving forward.

Introducing the program, Laila Mostafa Abdullatif, Director General at Emirates Nature, advised “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.

Live Nation Middle East, President, James Craven added “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 (was) 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.”

Patricia Yagüe, Head of Sustainability for EMEA Live Nation, went on to say “we are excited to partner with our global team to bring the Green Nation touring program to our region, which is focused on measuring and reducing emissions through a science-based approach and investing in scalable, sustainable solutions.”

The program, which aligns with the UAE’s target to reduce carbon footprint by 23% by 2030, saw a dedicated fleet of Porsche Taycans, the first all-electric Porsche model, facilitating transport needs for Maroon 5 while they were in Abu Dhabi. Also contributing will be the inbound flight service via Etihad Airway’s all-new A350 aircraft, which is 25% more fuel efficient.

Image courtesy of Live Nation Middle East.