AGF Celebrates Historic Milestone:Massive Attack’s Act 1.5 Climate Action Accelerator
On 25th August, Massive Attack's Act 1.5 Climate Action Accelerator took place and was a resounding success, providing an exciting glimpse into the future of outdoor events. We are so happy to have helped make this the greenest show of its size ever staged, with Consultancy from CEO, Claire O’Neill, Head of A Greener Tour Jamal Chalabi as Sustainable Production lead, Sustainability Coordination from Eloise Clarke, and Alex Fintoni as Senior Analyst. Also the AGF team put their shoulder to the wheel on the day to support the “bin faeries” and green team volunteers with MyCause.
(Credit: Andre Pattenden , NME)
The Great Green Event Experiment
The Act 1.5 Climate Action Accelerator marked the culmination of Massive Attack’s 25 years of climate activism. This event combined their efforts with insights from climate scientists, including Tyndall Centre for Climate Change, AGF, Ecotricity and many partners and suppliers involved with this event.
The next phase in the project is to analyse and report on our learnings so that they can be implemented in phase 2. More on this in September…
Key Sustainability Efforts
All food was 100% plant-based and sourced locally to cut down on transport emissions.
Composting was used for all food and non-reusable serveware, in partnership with EnVar, to ensure no waste went to landfill.
Compost toilets and female urinals with phosphate-capture technology were implemented to minimise environmental impact.
Chartered trains and free electric shuttle buses were arranged to reduce travel emissions.
The event was powered entirely by renewable energy. A 3MWh battery from Grid Faeries powered the main stage, and all equipment was transported using electric Volta trucks.
Over 19,000 native oak trees were planted to create a new climate-resilient woodland in partnership with Train Hugger and the Royal Forestry Society.
There was a single use plastics ban, and a team of green volunteers helped manage the event’s environmental impact.
Soft plastics packaging from bar deliveries was collected and sent to My Group to turn into furniture.
Reused clothing was screen printed with logos and designs in a sustainable alternative to new merchandise.
A Significant Achievement
The success of this event demonstrates that green events are not only possible at scale but also economically viable, with ripe opportunities for collaboration with other sectors. It proves that with effort and cooperation, significant progress towards sustainability can be made. Act 1.5 has set a new standard for live music and provides a model for future events.
Here’s what our CEO, Claire O’Neill, shared about the event in an interview just as the gates opened:
“This feels like a really monumental time because we’ve worked for 20 years in sustainability for festivals. In the beginning, it was a nice thing to do; we were trying to raise awareness. Then, bit by bit, over the years, we’ve seen a little bit of action here, a little bit of action there. This is a combination of all of those different elements, plus a further step with the technology that we can use. The amount of collaboration between different teams has been immense. We have maybe five different power and energy organisations all working together, learning from each other, and really pushing things forward. So, I think that after this show, it’s going to prove that green events [at scale] are possible, that they’re economically viable, and that we can actually let go of some of the old ways of doing things and move forward into the greener future. Essentially, because diesel is so last century.”
After the Event: Reflections and Recognition
The success of Massive Attack’s Act 1.5 Climate Action Accelerator has caused shockwaves in the media. As Robert Del Naja shared with The New York Times, “If what you’re doing is not 1.5 compatible, it’s irrelevant. It’s simply a gesture, an idea. It’s not doing anything.” This statement underscores the band's commitment to real, impactful change. Unlike other bands that have used attention-grabbing stunts to highlight the music industry's climate issues, Massive Attack went a step further. As noted in the New York Times article, they tackled the core sources of emissions at live shows - audience travel and venue power supplies - setting a new standard for sustainable events.
In an interview with NME, Mark Donne, who led the production of the event, reflected on a pivotal conversation with Del Naja during a tour in San Diego: “We can’t keep doing it like this any more. But if you just don’t tour or do live shows, promoters will just book other headliners. So how do you meaningfully, systemically change this sector?”
The event brought together key figures in the sustainability movement. NME highlighted the presence of Ecotricity’s Dale Vince, our CEO, Claire O’Neill, and scientists from the Tyndall Centre, all of whom were instrumental in making the event a success. As Mark Donne stated in NME, “Without Claire and the AGF team, this event just wouldn’t have happened. They do so much, including coordinating which vehicles are going where and when, then crunching that travel data, which gets handed to our partners at Tyndall.”
The article goes on to say, “Massive Attack and their event partners are the first ones to bring all of the pieces of the low-carbon puzzle together. This is what the live music of the future will need to look like everywhere in the end.”
Massive Attack’s Act 1.5 Climate Action Accelerator beyond the event itself, sparking a buzz across social media. Professor Richard Betts, Head of Climate Impacts Research at the Met Office, shared his thoughts: “Stunning Massive Attack gig powered by green energy. Audience incentivised to come by public transport and served plant-based food. It can be done! Hope this inspires.”
Looking Ahead: Next Steps and Phase 2
The culmination of efforts at Massive Attack’s Act 1.5 Climate Action Accelerator marks a significant shift in the approach to large-scale music events. This event has proven that with dedication, collaboration, and innovation, it's possible to reduce the environmental impact of live music on a large scale.
Jamal Chalabi, our Head of A Greener Tour and this shows Sustainability Production Lead, shared his perspective in an upcoming interview with our CEO, Claire O’Neill: “This experiment is not really about the successes. We can spend hours talking about success. It’s about our failures here. It’s what needs our attention, what things we need to focus on, and how to encourage better legislation and get the big three promoters to start changing. Claire added, “So, this is only the beginning.”
As we now enter the critical analysis and reporting phase, AGF is supporting the Tyndall Centre to evaluate the impact, obstacles and successes of the show. The insights gained will not only inform future Massive Attack shows but will be shared to help set a standard across the industry that is compatible with the Paris Agreement.
Phase 2 announcement coming in September. Watch this space.
Thank you to everyone who supported, participated, and contributed to making this event a groundbreaking success.
