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Reverb has been making noise since 2004. The Portland, Maine, nonprofit helps artists green their tours from "soup to nuts," says Adam Gardner, frontman for the acoustic pop trio Guster and a co-founder of the nonprofit. Today, Reverb is launching a new and improved web site that aims to keep fans engaged after the show is over.
Gardner started the nonprofit at his kitchen table with his wife, Lauren Sullivan, calling Earth-minded friends in bands like Barenaked Ladies. The venture has grown into an "eco SWAT team" since then, Gardner says, with six full-time employees in Portland and others in the field.
"In the field" for Reverb means on tour with bands, and working with concert venues, record labels and radio stations.
"We've managed to really put a big dent into the music industry," Gardner says.
The stats are pretty impressive: More than 1,300 concerts greened, more than 11 million fans reached and more than 80 major tours in the can, including Dave Matthews Band, Jack Johnson, John Mayer, Maroon 5, Linkin Park, Phish and Coldplay. Funding comes from foundations, artists and sponsors like Stonyfield Farm (the organic yogurt people).
"Part of what we do is we'll not only advise the band, but actually carry out and execute all the greening from start to finish," Gardner says, from using rechargeable batteries on stage to making sure waste is recycled and the tour bus has a place to fill up with biodiesel.
"A lot of our programming is based upon what Bonnie Raitt did in 2002, she was a mentor to us," he added.
This summer, Reverb also expanded its genre into rhythm and blues, working on the John Legend tour. "We're hoping to work our way into the country genre, and hip hop," Gardner said.
"It's all about making it fun and engaging fans in a way that's positive," he says.
"We're not trying to scare anybody about climate change --- which is obviously scary --- but we're trying to put this all into positive solutions and not negative, scary, 'The sky is falling' doomsday messages."
The new site features resources to help fans green their life along the same lines as their favorite bands. There also are videos with artists talking about their environmental efforts.
One of the biggest things artists can do to make a difference is giving their fans good advice, Gardner said.
"As an artist myself, I see the opportunity every night" to influence people in a positive way, he said.
"If it's done in a way that's fun, then it doesn't come across as preaching. It's this great opportunity to make real change happen. You're not asking them to change their lives, just to take simple steps.
It's aggregating those simple steps among thousands of music fans. Then you've got major change happening."
Planet Green Video: Focus Earth: Greening the Music Industry
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