How green is my promo?
Detailed research undertaken by JB on behalf of AIM and BPI estimates that the manufacture, packaging and transport of promo CDs by AIM and BPI indie members total 1,686 tonnes of CO2, equivalent to three times the annual energy, water and waste emissions of a large performance arena.
The report shows overall that switching to digital delivery of music promotional releases across the independent music sector would save 1,525 tonnes of CO2 annually – a reduction of 86%.
The research follows the work undertaken by AIM following the “10 BIG IDEAS” session at the anniversary of its 10th AGM in July 2009. Reducing the number of physical CD promos was pinpointed as one of the winning ideas to emerge.
Industry responses to the Report
Alison Wenham, Chairman and Chief Executive of AIM commented: “The way forward is clear. All companies should switch to digital promos now, as far as is possible.”
Chairman of BPI and Julie’s Bicycle, Tony Wadsworth, said, “The collaboration between BPI, AIM and Julie’s Bicycle is the first study of its kind in the world, and it provides clear evidence for a responsible way forward for all labels big and small. We will be encouraging everyone involved in promotion – labels and media alike – to reflect on these findings and consider how they can speed up the move towards digital distribution.”
Alison Tickell, Director of Julie’s Bicycle also commented “Julie's Bicycle has been working with the UK music industry to shift cd packaging from plastic to card and thereby effecting up to 95% less CO2 in packaging. This research shows that, where a track is only listened to once or twice before being discarded, ie a promo, switching from physical to digital delivery will produce even more dramatic CO2 reductions.”