Concerts as Catalysts: How Musicians Are Driving Clean Energy Action with Their Fans

Clean energy adoption doesn’t just happen in congress or construction sites. Increasingly, it’s happening at popular culture convenings — music festivals, amphitheaters, and concert venues — places where trust, emotion, and culture collide.

At Generation180, we’ve seen firsthand how artists are using their platforms to not just entertain, but activate their fan base to support and embrace clean energy. In partnership with REVERB, we’ve teamed up with the Dave Matthews Band and Tyler Childers to turn their concerts into launchpads for climate action. These artists are proving what behavioral science tells us: people are more likely to change when the message comes from someone they trust, admire, and relate to.

Musicians as Trusted Climate Messengers

For years, the clean energy movement has struggled to break through the noise — especially in spaces where climate messages are too often politicized or overly technical. But musicians offer something different. They cut across demographics. They reach people where they are. And when they speak authentically about their own lifestyle shifts — from electric vehicles to induction cooktops — their fans pay attention.

Artists don’t need to be policy experts to move the needle. They just need to talk about their values and choices. When Tyler Childers says he’s excited about cleaner technologies for the next generation, or Dave Matthews shares his concerns about fossil fuels, their words create a ripple effect — one that Generation180 helps turn into individual action.

From Lyrics to Lifestyle: Clean Energy in the Eco-Village

At the heart of this strategy is the REVERB Eco-Village — a pop-up sustainability hub that travels with tours across the country. Generation180 staff and volunteers set up next to food trucks and merch tables, offering fans a chance to learn how to electrify their lives — from EVs and rooftop solar to heat pumps and clean energy tax credits.

The conversations are practical and curiosity-driven:

• “Can an EV work for my commute?”
• “Is solar feasible for my home?”
• “As a renter, what’s the best way to adopt more clean energy in my life?”

At each show, we also invite fans to sign the “Going Electric” pledge — a simple commitment to take a next step toward clean energy. Whether it’s scheduling a test drive, replacing a gas appliance, or exploring solar financing, these pledges are an entry point to lasting change. Last summer, we gathered hundreds of signatures from several Dave Matthews Band tour stops — each one representing a conversation and a potential conversion.

Smaller Venues, Bigger Impact

It’s not just stadium headliners driving change. Generation180 recently teamed up with Dar Williams to engage fans in a more intimate setting. These smaller, community-based events can offer even deeper engagement — allowing for real-time mythbusting, longer chats, and immediate connections to local resources. Whether you’re at a massive amphitheater or a cozy performing arts center, the power of music to mobilize is real.

Why It Works — and Why It Matters

This approach isn’t just a feel-good tactic. It’s grounded in what we know from decades of research: people are more likely to take climate action when they believe their peers are doing the same. By partnering with cultural influencers who already hold trust, we’re closing the gap between awareness and action.

In a moment where the stakes for clean energy adoption couldn’t be higher — and the opposition to progress is increasingly coordinated — we need every tool available. That includes guitars, lyrics, and encore moments.

Join the Movement: Volunteer at a Concert This Summer

Want to help move the needle on clean energy adoption — and catch a show from your favorite artist?

Generation180 is looking for volunteers to join us on tour this summer. We’re partnering again with the Dave Matthews Band and Tyler Childers Summer 2025 tours and need volunteers to help staff the REVERB Eco-Village to have real conversations with fans about clean energy solutions. Volunteers help answer questions, share personal experiences with electrification, and invite concertgoers to take the “Going Electric” pledge.

Here’s what you can expect:

• The Village is active and open through any opening acts, then volunteers are released to watch the headlining performance.
• A short training session before the show — no climate expertise required.
• The opportunity to be on the front lines of public engagement, helping people make meaningful choices for a better future.
• A chance to be part of a community of advocates turning culture into climate action.

This is a unique way to combine your passion for climate solutions with your love of live music — and meet people who are ready to learn, listen, and act.

Volunteer with us and be part of the 2025 Summer clean energy tour:

Because climate action doesn’t just happen in courtrooms or Congress — it also happens between sets, in merch lines, and under festival lights. And with the right message and the right messenger, even a concert can become a catalyst for change.