Minneapolis-based MusicMatters is proof positive that “marketing” doesn’t have to be a dirty word, no matter how strongly you believe we should all be consuming less, not more.
The music-industry-focused marketing agency says its mission is “Effect Marketing™ (it’s what comes after Cause Marketing).” That means going beyond selling an idea that’s good for the environment or society, and getting people to actually do things that are good for the environment or society.
Here’s an example: working with musician Jack Johnson and his wife, Kim, MusicMatters has developed an “EnviroRider” designed to help performers and the venues they play be as eco-friendly as possible. A guidebook rather than a strict set of rules, the EnviroRider can be adapted to meet each musician’s individual needs and environmental concerns.
Johnson’s EnviroRider, for instance, calls for organic, non-animal-tested personal-care products in dressing rooms and the composting or recycling of at least half of the waste generated during each performance. It also asks venues to buy offsets for the carbon emissions produced during each show, and to turn off lights, speakers and monitors whenever possible.
Among MusicMatter’s other projects: bringing together Ben & Jerry’s and the Dave Matthews Band to lead a campaign urging people to take action against climate change; and working with Green Mountain Energy to produce the “Know Your Power” festival, which MusicMatters says was the “largest renewable energy-powered event ever.”
Pretty cool stuff. Be sure to check out MusicMatter’s Website to learn more about what they do.
