It’s Earth Day today, which will be (sustainably!) fuelling a raft of announcements and campaigns. Music tech firm MQA is making its pitch to help the digital music industry cut its environmental impact. “Music streaming has a carbon footprint. It’s twice as large as the carbon footprint of the CD era,” claimed the company yesterday.
And yes, it thinks that its technology can help. In fact, MQA reckons that it can reduce the carbon footprint of high-resolution audio files by as much as 80%. It’s been doing some calculations on what this might mean in practice. It claims that the annual carbon savings from someone streaming six hours a day of MQA-powered music on Tidal versus the HD formats on Apple or Amazon could be the equivalent to five return flights from London to Berlin, or planting 19 trees.
Like all climate claims, this is something that should be tested and discussed by independent experts too, but it’s a useful prod for our industry to think more about streaming’s carbon impact, and how it can be mitigated.
Tools: platforms to help you reach new audiences
Tools :: Wyng
Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…