You may have missed it amongst the Oasis din, but there was another seismic music event last weekend as Massive Attack hosted a 35,000-capacity gig that aimed to have the lowest emissions of any big music event. 

While it didn’t garner the press attention of the Brothers Gallagher, the Massive Attack move is arguably a much more important signifier for the music industry. 

This blog explores whether decarbonised music touring is possible and what comes next for the live music industry. 

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Unsustainable Industry? 

Let’s be honest: The pop music industry isn’t noted for its sustainability. Take, for example, Taylor Swift. In 2022, she spent 22,923 minutes - or close to 16 full days - flying across the world in her private jet, while her Eras tour needed 90 trucks to transport the hulking stage sets from gig to gig. 

Massive Attack, in contrast, have always forged their path, and upset by their own much smaller carbon footprint, they decided to act. 

The idea for their sustainable festival was conceived in 2018 and has taken six years to come to manifest. Last weekend, in their hometown of Bristol, they proved there was a more sustainable way forward for the live music industry as Act 1.5 was brought to life. 

The one-day festival was 100% powered by renewable energy, but - like with any large live show - the largest carbon footprint isn’t caused by the festival itself but by the festival goers getting to and from the show. 

To counter that, Massive Attack prioritised local people in their presale tickets and coordinated a massive public transport effort, including incentivising train travel, free electric shuttles and a zero-car policy. 

Further sustainable policies included: 

• Reducing their backstage set-up to just two trucks 
• Running compostable toilets, including turning the urine into phosphorus
• Operating a strict vegan-only catering policy 
• Bars encouraged fans to bring their own reusable cups 
• The festival profits will also cover a new 19,000-tree woodland 40 miles from the festival site 

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Every little detail in the festival was about sustainability, right down to the festival’s name, which refers to the 2015 UN Climate treaty to keep global warming to a 1.5C threshold. 

“If what you’re doing isn't 1.5 compatible, it’s irrelevant,” Del Naja told The Guardian. “It’s simply a gesture, an idea. It’s not doing anything.”

Massive Attack have done something, and they’re not alone. 

Coldplay and Billie Eilish have made sustainability a big part of their touring - Coldplay’s 12-point sustainability plan saw them cut their carbon emissions by 59% compared to previous tours while Billie launched and funds the Music Decarbonization Project. 

But while bands are increasingly aware of the importance of sustainability in the music industry, Massive Attack’s Robert Del Naja says the real power lies elsewhere. 

“This isn’t us trying to point the finger at the consumer,” he says. “It’s more about the promoters, who hold the power in this sector, who need to do more. They have the ability to make the change; the finances. What’s frustrating is knowing that people are sitting there on their hands, waiting for legislation to happen.”

Get in touch 

Want to know more about sustainability and the music industry? One Nine Nine are experts, with dedicated music marketing and sustainability divisions. To find out how we can impact your marketing, please contact our team at 01138444111 or email us at contact@onenenenine.agency.