Music x Climate

Introduction

As 2023 draws to a close, and the United Nations Climate Change Conference takes place for the 28th year, it is an important time for the music industry to reflect on our impact on the environment and how we can do better. This could take a variety of forms. Suggestions could include aiming for carbon neutral events and venues, partnering with sustainable energy providers for streaming servers, opting for virtual events instead of encouraging travel for business, and encouraging low emission public transport alternatives to cars, flights, and helicopters. Even for artists, labels, and managers, encouraging music that speaks out and can educate and inspire audiences to make the world a better place has a powerful role to play.

Not only is there a moral argument, but MIDiA’s data shows that there is audience demand also: they are willing to choose and put their money towards sustainable solutions. This report presents how and for what audiences are choosing to pay based on climate impacts, as well as how different stakeholders, from artists through to event managers and senior executives, can act. Ultimately, we call attention to the fact that, while individual action is happening across music, industry-wide measures are still lacking. From legislative regulation and enforcement to industry-wide pledges, like KeyChange for climate and climate unions that enable collective action and bargaining power, these wider measures are still needed to raise the bar from ‘optional if somewhat inconvenient’ to ‘necessary’.

• There is both eagerness to choose and willingness to pay more for climate-friendly propositions, with less than 10% of consumers saying they do not care or do not believe in climate change 
• 18% of all consumers in English-speaking markets actively select or seek out environmentally responsible propositions, and 22% choose to spend more money on them than their alternatives
• 28% of consumers care about climate change and want to see more environmentally responsible options available to them
• Consumers in Brazil are five percentage points more likely than those in English-speaking markets to choose to spend more on environmentally responsible propositions, and three percentage points more likely to actively choose or seek out such options
• This data, along with insights from organisations like Climate Live, indicates that developing markets that are critical to the music industry’s future may be more climate conscious and will look at environmental responsibility as a deciding factor moving forward
• Audiences who stream more than five hours of music per week are seven percentage points more likely than the all-market average to choose to spend more money on climate-conscious options and seven points more likely to actively seek them out
• Those who pre-save songs are 18 percentage points more likely than average to choose to spend more on environmentally friendly propositions, and 19 percentage points more likely to actively seek them out
• While 8% of gig attendees say they do not care or do not believe in climate change, 38% care about climate change and would like to see more environmentally responsible propositions, 34% choose to spend more on those climate-friendly options when they can, and 28% actively seek them out
• These fan segments indicate that music audiences who go the extra mile as part of their fandom are strongly climate-conscious
• When looking at money spent on merchandise, gigs, and buying music (be it vinyl or MP3s), audiences who actively choose climate-friendly propositions spend more on average than those who spend more on climate-friendly products
• When adjusting to remove those who do not pay at all, there is less spread in the spending averages between those with different climate attitudes
• Not only is environmental responsibility a ‘premium’ product upgrade that high-earning consumers will pay more for, but it has mass-market potential as a competitive leg up on otherwise equal competitors 

Companies and brands mentioned: Apple, Apple Music, Apple One, Billie Eilish, COP 28, Climate Live, Coldplay, Face the Music, IMPALA, Julie’s Bicycle, KeyChange, Massive Attack, Music Declares Emergency, United Nations Climate Conference, Warner Music Group, We Make Tomorrow, Socially Driven Music ​​

*Methodological note: This report presents data from MIDiA’s quarterly consumer survey, fielded in Q4 2022, in the US, UK, Canada, Australia, France, Germany, Sweden, South Korea, and Brazil, with 1000 respondents per market. Our consumer survey dives into a variety of consumer habits as related to entertainment, such as subscriptions, entertainment spend, fan behaviours, and more – including willingness to engage with environmentally responsible propositions. For more information, please visit our website or write to us at enquiries@midiaresearch.com.