When it comes to convincing major artists to use sustainable merch on tour, it doesn’t take much work, says Bravado president Matt Young. As he puts it, a little competitive spirit goes a long way.
“For us, it’s just about using the platform to tell the story,” Young said at the Billboard Live Music Summit on Monday (Nov. 3) in West Hollywood, California, noting that stars including Billie Eilish, Paul McCartney, Shawn Mendes and Lorde used sustainable merch options on their most recent tours. “And it gets our competition to follow suit. The artists are saying, ‘Hey, how come we can’t do that?’”
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Young was speaking during the panel “Building Touring’s Sustainable Future With Maggie Baird.” Moderated by Billboard senior music correspondent Katie Bain, the panel also featured Adam Gardner, frontman of the band Guster and co-founder of the environmental music nonprofit REVERB; and Maggie Baird, founder of nonprofit Support+Feed and mother of Eilish — arguably the most outspoken major artist on the subject of sustainability.
Below are four major highlights from the panel.
The price point for sustainable merch is trending down as more artists adopt it.
While noting that sustainable merch tends to be “a few dollars more” than non-sustainable, Young said that once artists and their teams realize it’s an option, they tend to be open to it.
“The ultimate sell is, ‘This is the right thing to do,’” said Young. “A few months ago, we did a summit in Nashville, where we were sitting down with partners in town and just talking about the options. And half the time, they go, ‘I didn’t realize that.’ And the other part about this is, because we’ve done so much over the last three or four years, we’re starting to see the price gap close a bit.”
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Added Gardner, “Once enough artists are asking for the same things, they make permanent change.”
Offering plant-based meals at concerts is actually cheaper.
You know which sustainable option is actually less expensive than the status quo, according to Baird? Plant-based food. That’s helpful when it comes to her organization, Support + Feed, selling organizations on offering more non-meat options.
“One of the whys [to offer plant-based options] is you can save money,” said Baird. “That’s really an important part of the storytelling, is getting arenas to understand it’s actually cheaper to serve whole, plant-based foods. And then we offer tools — tools about menu guidance, creating dishes, how to sell more of them. You don’t just put the vegan option at the bottom [of the menu]…you want it to be No. 2.”
Some sustainable options take a little more convincing than others.
In attempting to sell artists and their teams on battery-powered vs. traditional diesel-powered generators, Gardner says it took proof of concept to get more artists on board. That proof of concept came courtesy of Eilsh, who partially powered her headlining seat at Lollapalooza 2023 using zero-emissions battery systems, charged using solar power, without a hiccup.
“The first step was just convincing folks that it was feasible and that it was okay,” said Gardner. “Because obviously, when you’re talking about powering the stage, nobody wants the power to go out during a concert. So it is scary, and yet it’s also necessary.”
Once Eilish’s 2023 Lollapalooza set proved it could work, the festival “has continued to use battery[-powered generators] since that year.” In 2025, Lollapalooza announced its main stage would be entirely powered by a hybrid battery system — a joint effort by REVERB, C3 Presents and Live Nation’s Green Nation sustainability initiative.
This is just the beginning.
While some strides have been made on the sustainability front in the touring business, there’s still a lot more work to be done. As Young optimistically put it, “The beauty of this is, every day, there’s a new, innovative, entrepreneurial company trying something new in this space.”
He added, “We’re just getting started.”
