Branching out

Julie’s Bicycle (JB) is based on the conviction that the best soap box is built on actions – a platform that is recognisably dealing with the issue. We tackle climate change by helping the music sector to understand its key characteristics and components in the context of greenhouse gas emissions, and to reduce them. We have worked with art events, theatre, film and publishing, too.
JB was formed in 2007 out of bewilderment: how can we tackle an issue as huge as climate change? We needed a baseline, and commissioned Oxford University’s Environmental Change Institute – now our research partner – to scope the greenhouse gas emissions of the music industry over a year. The result was ‘First Step: UK Music Industry Greenhouse Gas Emissions 2007’. Our final result of 540,000 tonnes of carbon dioxide equivalent is conservative, and excludes international touring by UK artists, and consumer products such as musical instruments, music devices and merchandise. It was a first step, but a substantial one – we’re not aware of any other creative sector anywhere in the world whose emissions have been so comprehensively mapped.

First Step identified our priorities. Audience travel accounts for 43% of the industry’s impacts. It is an indirect source of emissions, out of the immediate control of promoters, managers and artists. Joined-up solutions from promoter to local authority, travel operator to audience member are required. This is an awesome ask. Another report, ‘Jam Packed: Audience Travel Emissions to Festivals 2008’, identified that while the average car occupancy to festivals is 2.6 people, close to two-thirds (60%) had two or fewer (AP196). Half of greenfield festival goers were not aware of coach and train services, nor of car lift-shares.
We’re also examining audience travel from another perspective – the event that draws them there in the first place. Our latest piece of research examines the carbon impacts of touring. This work examines commercial bands, orchestras and theatres, recognising that the essentials of touring are similar across art forms.
JB is also running a campaign to persuade CD packaging suppliers to use cardboard – which can result in a reduction of up to 95% of emissions generated in manufacturing cases. We have developed free carbon management and measurement tools for the cultural sector; written the Green Music Guide for the Mayor of London; extended our remit to theatre; researched behaviours and attitudes to digital music; and are launching a certification scheme – Industry Green (IG) – which is a mark of climate responsibility. But there is a mountain to climb. Much of
the creative sector, at last, is acting on climate change, and there are incredible people and things are happening, but it’s not enough. We need our funders, policy-makers, practitioners, artists and audiences all to pick away at the foot of the glacier – and to do it before it melts.