Live Nation and 24Bottles at Firenze Rocks partnered to create a more sustainable music festival and to raise awareness of plastic pollution among concertgoers.
On June 2019, we embarked in this fantastic adventure with Live Nation Entertainment, the world’s leading live entertainment company, to help spread the word on sustainability
The renowned entertainment company launched a global sustainability coalition, Green Nation, and is committing to new environmental goals for all Live Nation-owned and operated venues, clubs, theatres and festivals.
The primary targets are the reduction of greenhouse gas emissions by 50% by 2030, and ending the sale of single-use plastics at all owned and operated venues and festivals by 2021.
24Bottles at Florence Rocks: how did it work?
24Bottles provided Live Nation with a unique, exclusive edition Urban Bottle personalized with Firenze Rocks’ logo.Live Nation gave the bottles to the crew, more than a thousand people, to let them hydrate while working at the festival under the Italian summer sun and scorching temperatures.
Everywhere in the backstage area, crew and staff could find to refill their 24Bottles to reduce the single-use plastic consumption involved in big events.
Not only staff and crew but also all the artists of the festival’s lineup were given a reusable stainless steel bottle!
The likes of Fiend, Badflower, Skindred, Dream Theater, The Smashing Pumpkins, Tool, Matt Simons, Zara Larsson, Snow Patrol, Ed Sheeran, Jameson Burt, The Amazons, The Struts, Nothing But Thieves, Glen Hansard, Eddie Vedder, Siberia, Balthazar, Editors, Sum 41 and The Cure received personalized bottles to keep hydrated during their shows at Firenze Rocks.
And what about concertgoers?
People attending the festival was invited by Live Nation to collect all the single-use plastic during their stay at the venue and help the organization in the recycling process. As a reward for their help, people were given a limited edition Firenze Rocks pin and a coupon to buy their favourite 24Bottles.
That’s not all!
Recycling is only the first step toward sustainability. That’s why 24Bottles was there to raise awareness of plastic pollution and help people reducing the use.
We interviewed concertgoers with a live quiz on plastic pollution and spread the word on how a reusable bottle could start a big change for everyone.