No one in their right mind would ever complain about getting free CDs. It’s like complaining about having too much money, or about working at a detective firm staffed by adorably inquisitive kittens. For music writers, getting promotional music is the biggest perk of the job, and I won’t deny that it beats having to actually “pay” for music. But over the past few months, as the piles of plastic and paper started to stack even higher in my office, I began to wonder how all of these mass mailings were impacting the environment. “Did a tree have to die,” I thought, “just so I could get multiple unwanted copies of the Ocean’s Thirteen soundtrack?”
And so, earlier this month, I held onto an entire week’s worth of music-related mail–the envelopes, the jewel cases, the discs. Everything. The materials were weighed both as a whole, and in separate piles of paper or plastic; I also noted the shipping method used for their delivery and from which city they were sent. I gave all of this information to Brian Allenby of Reverb, a non-profit that helps musicians and labels adjust their practices to become more environmentally friendly. He calculated the weekly carbon footprint of all the music-biz mail filling my office, and what follows are his estimates as how to how much carbon dioxide (CO2) was released in order for these materials to make it my door:
Paper: 20 lbs (approx.) of CO2
Plastic: 30 lbs (approx.) of CO2
Shipping: 27.7 lbs of CO2
Note that “shipping” refers to the CO2 produced from burning fuel in planes, trucks, trains, etc. to get the packages to me. In total, 77.7 lbs of CO2 were released just so I could get my CDs every week. “On an annual basis,” Allenby wrote, “you’re receiving about 4,004 lbs of CO2, or just over two tons. This is equal to about 4,000 miles of driving, or electrifying your home for three months.”
Ha! As if I can afford to buy a home in this market. Anyway, since I understand neither science nor math, I hit Brian up on IM for some further analysis:
VivSavage1984 (10:17:58 AM): first off, give me a quick run-down of how your eco-credentials
GreenBrian (10:19:27 AM): I started working with Reverb when I was still with a company called NativeEnergy. At NE we calculated carbon footprints and sold offsets and renewable energy credits. Previous to working at NE I promoted and produced concerts in Charlottesville, VA, so my duties at NE included music industry calcs, so I was the one that worked with Reverb helping them calculate their offsets for tours they were working on
GreenBrian (10:19:57 AM): My duties include CO2 calculations, some web and graphics work, music industry relations and general operations here at the office
VivSavage1984 (10:20:36 AM): so with reverb, do you guys approach the artists? or is it the other way around?
GreenBrian (10:21:29 AM): Other way around. We’ve been inundated with requests from artists. It’s really very comforting to see so many artists taking the initiative to green up their tours
GreenBrian (10:22:05 AM): But also somewhat daunting to think about how much more work needs to be done in the industry.
VivSavage1984 (10:23:04 AM): what do you see as some of the most common eco-unfriendly aspects of tours?
GreenBrian (10:24:07 AM): Flying is a tough one. Unfortunately there’s really no alternative fuel or transport substitute at this point
GreenBrian (10:24:57 AM): Busses and trucks also emit a lot of CO2, but though the use of BioDiesel, bands have really started to cut down on those emissions. There are even some artists that are running on SVO (Straight Vegetable Oil) that comes from fryer grease, etc. 0 emissions for that
GreenBrian (10:25:13 AM): And by far the largest portion of the environmental footprint of a show is the fan travel
GreenBrian (10:25:34 AM): Usually in the ballpark of 85-90% of the total emissions from a show are a result of fans driving to and from
VivSavage1984 (10:25:52 AM): time for more carpools
GreenBrian (10:26:19 AM): Exactly. Some venues are starting to reward people for carpooling with preferred parking and that sort of thing.
GreenBrian (10:26:53 AM): And public transport as well. Although there were long lines at the busses (back to NYC) at Live Earth, it was nice to see that people didn’t drive to the show individually
VivSavage1984 (10:27:46 AM): interesting. Just out of curiosity, have you ever considered an initiative in which ska music would be banned? so many members, and so many ska festivals with fan emissions. Plus, as music fans, I think we’d all be better off without it.
GreenBrian (10:32:07 AM): although, in their defense, there are a lot of horns that don’t require massive amplification, so there is less electricity use
VivSavage1984 (10:32:32 AM): dammit! i thought i was on to something
GreenBrian (10:33:23 AM): Although you do have a point and I would agree that many membered bands that are out there doing a ton of fly dates and one-offs are harming the environment
GreenBrian (10:33:38 AM): (I’m thinking reggae)
VivSavage1984 (10:34:18 AM): that’s actually true! broken social scene alone probably flies 15-20 band members into this country every hour
VivSavage1984 (10:34:20 AM): anyhoo
VivSavage1984 (10:34:45 AM): as for my weeks’ worth of mail…can you give me an idea of how you crunched the numbers?
GreenBrian (10:35:31 AM): Sure thing. I broke down the emissions into three categories, shipping, paper and plastic (manufacturing of the latter two).
GreenBrian (10:36:24 AM): There are very good numbers provided by the EPA and other groups that equate lbs of CO2 that result from x lbs of freight shipped y miles, so those calcs were very easy
GreenBrian (10:38:23 AM): Looking at lifecycle energy use for paper and plastic is much more difficult. Think about that jewel case: in this calculation, we’re trying to estimate how much energy and CO2 resulted from pulling the raw petroleum from the ground, refining it, shaping it, putting the top of the case on the bottom and placing that CD in the tray
VivSavage1984 (10:39:05 AM): yikes
GreenBrian (10:39:43 AM): And in terms of paper, how much fuel was used in that chain-saw that cut down that tree, that was then floated to a mill, then cut, then mashed into pulp, etc. When you start thinking about it, everything we use requires a whole lot of energy to get to us, the end user
VivSavage1984 (10:40:04 AM): oh lordy
GreenBrian (10:40:34 AM): there’s some great info on Cloud Cult actually reclaiming old jewel cases, cleaning them and reusing when they put one of their CD’s out. There’s info on it here: http://www.mtv.com/overdrive/?id=1559417&vid=148618
GreenBrian (10:41:43 AM): That’s probably one of the only truly ecologically friendly solutions, although we are seeing labels go with 100% post consumer recycled paper from FSC certified wood and corn plastic wrapping
GreenBrian (10:41:50 AM): so the technology is getting there
VivSavage1984 (10:42:04 AM): what i find really frustrating
VivSavage1984 (10:43:16 AM): is just how many of the CDs didn’t need to be put in the mail in the first place: there’s no need to send multiple copies, or to overnight Cds for no reason, or to send anything with the words “produced by les claypool” on the back.
VivSavage1984 (10:44:33 AM): do you get the sense that labels are looking at how much material they’re sending out?
GreenBrian (10:45:51 AM): Absolutely. Warner Music Group has done a ton of work with NRDC to look at their packaging, how to reduce as much as possible and make sure that the discs that do have to go out the door are as eco-friendly as possible. I believe NRDC is also starting to work with EMI on this type of initiative
GreenBrian (10:46:09 AM): NRDC = Natural Resources Defense Council
GreenBrian (10:48:01 AM): Another small example. Some departments at WMG have even gone to using digital catalogs (the one’s they send to wholesalers and retailers) instead of printing a 100 page catalog for thousands of clients every issue
GreenBrian (10:48:17 AM): A lot of these measures are not only good for the environment, but can save these companies money
VivSavage1984 (10:49:27 AM): what did you think when you saw the calculations for my one week of mail? did it seem high, low, average? am i killing the earth by having a PO box?
GreenBrian (10:50:32 AM): Not killing the earth by any means. You receive a lot more mail than most, but I’m guessing you also drive less, have a smaller apartment and are generally more efficient that most folks out there.
GreenBrian (10:51:12 AM): Overall, you’re probably still much below the national average in terms of CO2 production, although in my opinion, that national average needs to be a lot lower
VivSavage1984 (10:51:41 AM): true, but i still sleep with a nightlight on
VivSavage1984 (10:52:28 AM): but at least i don’t drive!
GreenBrian (10:52:41 AM): right and that’ll save you a lot of CO2
GreenBrian (10:53:06 AM): the average car puts out 6 tons of CO2 annually, the average home produces about 8 tons from electricity use
GreenBrian (10:53:43 AM): you can do the math, driving one car is almost as damaging as electrifying a whole house for a year, seems like the house should be a lot represent a larger portion of our footprints
GreenBrian (10:53:53 AM): (although heating does account for another 4 tons / year)
VivSavage1984 (10:55:43 AM): okay, this has all been very helpful. final question: so what are you working on next?
GreenBrian (10:56:33 AM): We’re starting up with Dave Matthews Band in the beginning of August, helping them with an eco-village on the road, BioD in their trucks and busses, CO2 offsets, greening their rider, recylcing, etc.
VivSavage1984 (10:56:56 AM): i hope they don’t dump any more poop on the road
VivSavage1984 (10:57:03 AM): or whatever they did
GreenBrian (10:57:10 AM): we’re also coordinating BioD for another 4 or 5 bands
GreenBrian (10:58:08 AM): and continuing our work to try to make some more partnerships within the industry that can effect some big time change (I know that sounds generic and cheesy, but seriously, some great new partnerships)
VivSavage1984 (10:58:43 AM): all sounds good. thanks again for doing this.
GreenBrian (11:03:07 AM): Sure thing. please let me know if you have any other questions on it, or ever happen to need any other CO2 calculations done! Thanks for taking the time to do this quick study too. It’s pretty amazing when you start aggregating data like this, and really helps illustrate the need for some change
VivSavage1984 (11:04:13 AM): agreed. this has been great. i hope it will get some readers thinking for a second, even though they will soon be distracted by lindsay lohan’s new arrest or a new lil wayne video.
GreenBrian (11:04:38 AM): Just gotta get them thinking
GreenBrian (11:04:53 AM): All right, I’m off to save the world. Have a good one.
VivSavage1984 (11:05:08 AM): you yoo!
Ed. note: We think that means “you too.”
So, more importantly. What should I be doing with all these jewel cases and padded envelopes once I have them?
Should I not be dumping them in the East River?
Agreed. Much prefer digital promo copies of albums at this point.
wait….there’s a new Lil’ Wayne video out?
But seriously, I enjoyed this. Maybe it’s because I work in environmental consulting, but it’s nice to see a post like this. It is crazy how all the little things can add up.
i’ve been just burning all of my bubble mailers and cracked jewel cases in a giant trash can. should i stop doing that?
Hey, I happen to like David Holmes, you know, if you want to part with one of those soundtracks…
Good entry — I’ve wondered about stuff like this myself, and never mind digital promos at all. But like so much of the industry a habit gained is hard to break…
I have a question for all of the music writers commenting here…when you say you don’t mind digital promos…do you give equal attention to one’s from smaller labels? Or only to the ones that come from more well-known places.
I’d love to not have any more paper cuts due to stuffing these things. Oh, and um, saving the environment too…that’s good.
I never said I didn’t mind digital promos! I would so much prefer to get a CD any day of the week. Especially since many times when I get a dig promo, I forget that it exists because there isn’t a little square on my desk reminding me.
I would like to know what the responsible thing to do with a bunch of padded envelopes and jewel cases would be, if anyone has any answers.
@Paperboy 2000: do you give equal attention to one’s from smaller labels?
I try and listen to what I can but I’m under no illusion that I have enough time or ability to get to anything — and compared to a lot of folks here I get a very small amount of promos in general, I suspect.
I was wondering – is there any way to recycle the padded envelopes? I always feel really bad throwing them away but I feel like there’s nothing else to do with them. If anyone knows of a way to recycle them, that’d be awesome! Thanks.
I wish I could convince publicists to send digital promos! I’m actually more likely to listen to them [provided that they're not watermarked].
Here’s how I recycle them: Most of the promos come out via metered mail. I carefully open the envelope, take out what I need, insert mix cd for a friend across the country, and slap a new label on it. No postal charges, and the envelope gets to live a longer life.
Like Lando said, it works every time.
Hey now. I write my charts and lyrics on the back of old computer printouts from the 1980s that I saved. Back when they used to put lines on computer paper, and it was nice and wide… Either that, or on Notepad. The writing’s not destroying the planet. On the other hand, 250 watts of ramped up tube amps might be.
I also thought that carpet-bombing writers and labels with cassettes was expensive and tacky.
I put out a surf/garage rock fanzine called The Continental and get lots of promos sent for review. I also run a small surf/garage label called Double Crown Records. I always need packaging material, so when I get promos I keep the bubble mailers, peanuts and bubble wrap and use them for record label mailings. I recycle what I can as well. Overall I probably only throw away enough stuff to fill a small waste basket. It is kinda “unprofessional” for a record label to reuse mailing materials (I can’t see a major label doing so), but I feel good doing it, and it saves $$$. There are few things less exciting than spending $100 or more on mailing supplies.
I’ve often contemplated the embarrassment of riches that is my free CD collection. As the former Music Editor of a bustling alt-newsweekly, I was inundated with audio schwag, most of it utterly worthless. I routinely trashed discs that I knew wouldn’t sell at the local used place or I couldn’t give away – not without pangs of conscience, of course.
Before that, I was a buyer at an indie record shop, where we were routinely “serviced” with multiple copies of the same crappy record by artists our customers wanted nothing to do with. I counted 10 promos of Avril Lavigne’s debut, and nearly double that for the first David Gray disc. For a shop the size of a broomcloset.
Now that I’m freelancing, music is more often sent to me digitally. Which I don’t mind, really. On the rare occasion that I actually purchase music, as it’s most often through eMusic, Other Music Digital and so forth. My environmental crimes may have diminished, but I’m certainly helping to destroy the record store.
@WhineyPTW: Your local library might appreciate the jewel cases. I’m constantly replacing ours, and it’s nice when someone donates them.