A new study by researchers at the University of Glasgow explores music fans’ attitudes towards the climate emergency. ‘Turn Up The Volume’ used a survey of 2,184 British fans, and found that 82% of them were concerned about climate change, compared to 72% of non-music fans.
How concerned? Well, 54% of music fans agreed that ‘tackling climate change should be a top priority now, above other issues’.
The music industry has various initiatives underway to do its bit in the fight, but it seems there is more work to do in getting the news out: 64% of music fans said they had not heard of any music industry initiatives, and only 3% said they knew a lot about them.
Campaigning group Music Declares Emergency put out the study, with partners including the BPI, Beggars Group, Secretly Group, Involved Group and Key Productions.
“This should send a strong message across the music industries – to record labels, concert promoters, streaming platforms, artists, and other sectors – that there is an appetite for industry initiatives to tackle climate change, and that fans support, and indeed demand, bolder action,” said lead researcher Dr Matt Brennan.
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…