JB helps cut promo waste
AIM and the BPI have joined together to commission research by Julie's Bicycle into the carbon impact of a switch to digital promo delivery by the independent sector.
The move follows AIM's recent request for its members to reduce the number of CD promos they produce.
Both the indie organisation and the BPI have requested their members complete a survey on how many promos are currently being sent out physically and digitally because physical promos are viewed as particularly wasteful in economic and environmental terms.
Gavin O'Shea at Lo Recordings says that "presenting the statistics is a vital first step in persuading the recipients of this plastic avalanche to adopt different ways to accept our music."
Alison Tickell, director of Julie's Bicycle adds, "Everyone feels strongly about the wastage in physical promo distribution, and this research, which builds on our previous work looking at CD packaging, will identify the scale of the problem and the change we can make by increasing digital distribution."
The research is also funded by ACM Guildford, Soundcloud, Fastrax, Fatdrop, Bomber Music, Bella Union, Ninja Tune, Lo Recordings, Phoenix Music & McNally Consulting.
