Green Music Group (GMG) is a project of Reverb, an environmental organization founded by Guster guitarist/vocalist Adam Gardner and his wife, environmentalist Lauren Sullivan. GMG is a large-scale, high-profile environmental coalition of musicians, industry leaders and music fans using our collective power to bring about widespread environmental change within the music industry and around the globe. Since 2004, Reverb has greened over 80 major music tours while conducting grassroots outreach to over 10 million music fans. It is the first organization to harness the collective power of the entire music community to affect millions of individual actions, bringing about measurable global environmental change. GMG is not simply green in name as they are committed to a sustainable future both on and off-stage.
Objectives and beneficiaries
GMG facilitates large-scale greening of the music community and magnifies the work of national non-profits, all while building a vibrant community committed to environmental action.
Strong points of the practice
Green Music Group is the first organization to harness the collective power of the entire music community to affect millions of individual actions, bringing about measurable global environmental change. Green Music Group is not simply green in name – we are committed to a sustainable future both on and off-stage.
Expected results and benefits for climate change adaptation and mitigation
The broad support of our founding members paired with their leadership as environmental stewards enables GMG to inspire millions to action by:
1. Creating an engaging online community of musicians, music industry leaders, and music fans all committed to addressing our greatest environmental concerns.
2. Facilitating large-scale greening of the music community through touring, venue, and label standards, resource development, green grants mentoring, and viral video and public service campaigns.
3. Providing environmental nonprofits with a megaphone for their cause, allowing them to expand their reach and support base.
4. Creating a sustainable green music guild to support and inform the efforts of the music community and position leaders in the music industry as voices for change, working to shine a light on the most pressing environmental issues of our time.
Replicability potential of the practice