U.S. garbage behemoth Waste Management has teamed up with the world’s largest live music company, Live Nation, in what promises to be one of the most unusual sponsorships in the history of rock and roll.
The new venture calls for Waste Management to be the official waste disposal and recycling sponsor at 66 Live Nation venues nationwide, backed by a “Recycling Rocks” kickoff campaign. By pushing recycling to the front and center of the entertainment experience, the partnership mainstreams the sustainable music scene championed by cult faves like Phish along with other music industry efforts from green music festivals to guitar string recycling.
Waste Management and Sustainable Garbage
The Live Nation sponsorship is another green step for Waste Management, which is coaxing a second life from the mountains of waste it collects. The company is mining a California landfill for liquified natural gas, it’s an investor in Terrabon LLC, which has developed a sewage-to-biofuel process, and it promotes sustainability through its sister website Think Green. The company is also developing a fleet of compressed natural gas trucks as part of an overall effort to cut its carbon dioxide emissions 15% by 2020.
Image: nzgabriel on flickr.com.
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