The Rock B(r)and of Sustainability: Coldplay's 'Music of the Spheres' India tour
How Coldplay has distinguished their brand with their sustainability initiative!
Yes, I was at the Coldplay concert in India ( Ahmedabad, to be specific )!
As magical as watching one of my favorite bands perform live with 1.34 lakh people grooving along was, this newsletter is dedicated to ‘Sustainability’—the brand that Coldplay has chosen to associate with their world tour!
How does this set them up differently from global performers like Taylor Swift or Ed Sheeran who also perform to packed crowds but are not tied to a specific brand mission?
When Coldplay pledged in 2019 to pause touring until they could make it environmentally beneficial, many saw it as a career-risking move. Today, they have exceeded their 50% carbon reduction goal, achieving a remarkable 59% reduction. Their recent India concerts in Mumbai and Ahmedabad showcase how massive musical experiences and concerts can be environmentally responsible, without compromising on fan experience.
Let’s break it down….
The Coldplay Difference:
They could have easily just donated to organizations supporting sustainable causes but they ‘walk the talk’. Their brand is ‘Sustainable Touring’. This includes messaging, awareness, pledges, and pioneering a new formula for the music industry.
- First major band to pause touring for environmental redesign
- Pioneer in developing new sustainable technologies for concerts
- Creation of an open-source sustainability handbook for industry use
- Commitment of 10% of all earnings to environmental causes
Taking Their Vision to Reality: ‘Music of the Spheres’ tour
The band's commitment to sustainability was evident not just at the concert but at every touchpoint:
Pre-Concert Innovation:
- Concert passes included plantable wildflower seed cards
- Detailed maps highlighting public transport options
- Comprehensive PWD access information
Technical Innovation & Infrastructure:
Power Generation:
- Custom-designed show batteries developed with BMW
- Kinetic dance floors converting fan movement into electricity
- Solar-powered batteries for stage operations
- Power bikes allowing fans to generate energy
Staging Technology:
- LED technology reduces power consumption by 50%
- Use of paper confetti and giant paper balloons
- Sustainable pyrotechnics system and sparing use of firecrackers
- Energy-efficient LED wristbands (100% compostable) for every attendee
- ‘Moon Glasses’ that transformed lights and colors into patterns.
Transportation Revolution:
Coldplay's approach to reducing transport emissions demonstrates their systemic thinking:
- Partnership with Western Railways for special trains in Mumbai
- Use of water transport (they took jetty rides to venues)
- Preference for commercial flights over private jets
- Investment in Sustainable Aviation Fuel (SAF)
- 23 green travel provider partnerships
Measurable Impact:
The band's commitment is reflected in verifiable metrics:
- 72% of tour waste is diverted from landfill (up from 66% in 2023)
- 86% return and reuse rate for LED wristbands
- 80% reduction in wristband production
- 350,000 attendees engaged in sustainability initiatives in India alone
Brand Integration & Fan Engagement:
Unlike traditional approaches treating sustainability as a one-off stunt, Coldplay has made it core to their brand identity:
Experience Integration:
- Sustainability messaging in merchandise
- Environmental themes in concert visuals
- Active fan participation in energy generation
- Educational videos during performances
Fan Empowerment:
- Participatory sustainability through kinetic floors and cycles at the venue
- Free water refill stations
- Reusable bottle initiatives
- Return programs for LED wristbands
Commitments To Causes:
Coldplay's ongoing commitments include:
- Continued 10% earnings dedication to environmental causes
- Partnerships with EarthPercent, ClientEarth, The Ocean Cleanup and many more organizations working for sustainable causes
- Research into new sustainable touring technologies
- Development of more efficient power storage solutions
If you want to build your brand around a powerful mission / cause like Coldplay, just follow their steps:
Choose A Cause
Build Your Story ( Why It Affects You)
Create A Vision & Mission
Build Awareness
Execute In All Your TouchPoints
Commit To It For The Long Term
Thank you, Coldplay for this life-changing experience! Only 🫶🏽❤️
Thank you for reading! 🤓
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