AMPLIFY: Building a Fan-Based Climate Movement

Planet Reimagined is pioneering new ways to mobilize live event audiences for climate action

Unleashing the Power of Fandom

Planet Reimagined’s Amplify project asks a simple question: can artists and performers who are concerned about climate change be effective messengers for focused climate action?

We did the research. We partnered with Ticketmaster, Live Nation, iHeartRadio, REVERB, and Climate Outreach to conduct an unprecedented study of thousands of live music fans.

Nearly three out of four fans told us they care about climate change and are ready to act — especially when asked by their favorite artists.

And we put the research into action. In the summer of 2024, the multi-platinum indie-pop band AJR partnered with Planet Reimagined (our co-founder Adam Met is the band’s bass player). AJR promoted specific local environmental policy actions across their sold-out nationwide tour. The result: 35,000 fan actions, including signing letters, leaving voicemails for their representatives, joining local advocacy groups, and stepping up in other ways in support of local climate solutions.

Now, Planet Reimagined is sharing this action research with artists and the entertainment industry with proven advice for artists including:

Use the stage to speak directly to fans through pre-show videos or brief conversations between the songs.
Use positive language to highlight climate solutions.

Encourage fans to participate in social and civic action instead of focusing on personal lifestyle changes.

Read the research results and insights about what fans think and want

Read the tour engagement results and see what fans did

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Next Steps: Expanding Action

A prominent study of social movements proposes that activism successfully achieves its goals when a critical mass of 3.5% or more of the population is mobilized. That means 11.5 million Americans would need to get involved and stay involved to deliver climate solutions.

Every year, over 250 million people attend concerts in the United States, with millions more gathering in theaters, sports arenas, and convention halls. The unique potential to unlock climate action is clear.

In 2025, the U.S. enters a new era in which federal policies will likely deprioritize the climate crisis. Though celebrity endorsements were prominent in the 2024 election, and many voters expressed concern about climate change, the final federal results did not yield a decisive mandate for sweeping climate action many had hoped for. However, this doesn't diminish the potential impact of well-executed artist support or the power of grassroots climate activism.

We showed that with the right strategies, celebrity influence can still mobilize people to drive policy and electoral change. The Amplify methodology was successfully applied to seven state-wide ballot measures in the 2024 election, leading to significant climate wins, including Washington’s NO on 2117 and California’s Proposition 4.

Building on these successes, Planet Reimagined is focused on strengthening state and local campaigns as a key path to achieving climate breakthroughs. As we continue to develop and promote Amplify, we are collaborating with climate organizers and key industry stakeholders to develop toolkits and practical strategies that help artists across genres unleash the power of their fans.

**More on the Amplify Fan Survey**

With the help of Ticketmaster, Live Nation, iHeartRadio, Climate Outreach and REVERB, Planet Reimagined sent a first-of-its-kind survey to 350,000 live music fans across the US, including fans of over 400 artists from genres including pop, rock, R&B, hip-hop, country, and metal. Then, we traveled to major concerts in LA, Miami, and Seattle to bolster the survey findings by testing action mobilization techniques and interviewing fans on the arena concourses. The findings include:

These results are 7% higher than national polling published by Yale University (2023), indicating that live music fans may be more likely to care about climate change than the general public

Artists who do speak out may even be seen as more inspiring (40%), especially among those who are concerned about climate change

Fans Are Likely to Take Climate Action When Their Favorite Artist Asks

- Discuss climate change with others
- Sign a climate-related petition
- Make changes to their personal life
- Vote based on climate issues
- Share climate content on social media
- Donate money to a climate-causes
- Volunteer with climate organizations
- Contact officials about climate change
- Eat a plant-based diet
- Participate in a protest

What the Fans Are Saying

“Sometimes people need to see who else believes what they believe in, and a music artist could be the person who gives someone the courage to speak up and take action.”

— Fan of U2

“Many people look up to their favorite music artists and celebrities, so seeing them getting involved in something so important will inspire them as well.”

— Fan of the Weeknd

"Billie Eilish's concert inspired me to go vegetarian. Coldplay allowed me to discuss climate change and social issues more with my family and friends. I think getting across the fact that every little helps is the best way."

— Fan of Harry Styles

On Tour with AJR

Bringing this unprecedented research to life, AJR partnered with Planet Reimagined and REVERB to empower their fans to take climate action on the band's nationwide tour, including 25 shows in 21 major US cities. At sold-out arenas across the country, including Madison Square Garden in New York City, Bridgestone Area in Nashville, and The Forum in Los Angeles, thousands of AJR fans took action to build a more just and sustainable future.

In Salt Lake City, with HEAL Utah and Youth Coalition for Great Salt Lake, fans sent over 700 letters and hand-written postcards to Utah legislators calling on them to decrease water diversion from the Great Salt Lake, which would protect biodiversity, jobs, and air quality.

In Arizona, with Sunrise Phoenix, fans sent over 1,000 letters to the Phoenix City Council calling on them to recognize extreme heat as a climate emergency which would provide access to additional funding for emergency services and preventative measures.

In Cincinnati, with Climate Changemakers, fans left voicemails for their Senators calling on them to pass federal transmission reform in support of renewable energy. Across the country, fans contacted their Senators over 600 times with letters and voicemails.

In a follow-up survey of 400+ fans who took action at AJR’s concert, fans described an inspirational experience that had a positive impact on their views of the band, climate change, and their ability to get involved and make a difference. The findings include:

What the Fans Are Saying

“I felt like a part of something larger! It was such a positive atmosphere and it felt good to know that I was participating in preserving my environment while supporting my favorite artists.”

— AJR Fan (Atlanta, GA)

“I thought the whole experience was incredible. It was awesome to speak with people passionate about not only AJR, but important causes that need action. I wish more artists were this involved with climate change and local issues.”

— AJR Fan (New York City, NY)

"With so many people attending AJR’s concert all over the world, it made me more at ease knowing that thousands of people are joining together collectively to fight for climate action."

— AJR Fan (Detroit, MI)

At Planet Reimagined, we hope these findings encourage others in the music and broader entertainment industry to use these proven approaches to effectively engage fans and promote action at future events.

All data collected and presented in the Amplify report is available to the public.

See the Full Results Here

"This research shows us that the era of 'shut up and sing' is over. Fans are open to hearing artists talk about the issues. Artists can encourage fans to take the kind of policy-focused actions needed to deliver the changes we urgently need."

— Adam Met, founder and Executive Director of Planet Reimagined and the 'A' in 8x platinum indie-pop band AJR

In the News

NPR: How one pop band is trying to turn concertgoers into climate activists

Rolling Stone: This Indie-Pop Star Wants to Turn Audiences Into Climate Activists

CNN: Music Fans open to hearing about climate change from their favorite performers

The Chronicle of Philanthropy: Could Concert Fans Ignite the Climate Movement? My Band — AJR — Thinks They Can.

Hollywood Reporter: Indie Rockers AJR Spotlight Sustainability on Their Summer Tour

Pollstar: Raising Your Voice: AJR’s Adam Met, PhD, Encourages Artists To Promote Climate Action

Worth: Music Fans Want to Hear from Artists About Climate Change

TIME: How the Universal Language of Music Can Help Us Solve Our Planetary Problem

Hear from the Team:

Amplify is an impact project of Planet Reimagined’s Action Research Center.

The Action Research Center brings together external experts with Planet Reimagined fellows, staff, and leadership to combine deep research with compelling advocacy to produce evidence-based tools and contribute climate solutions. Fellowships for undergraduates, graduates and postgraduate scholar-advocates support future climate leaders with skills training and the opportunity to contribute significantly to projects.