Warner Music Group

At a Glance

Industry

Arts, Media and Entertainment

Project Types

Engagement and Behavior Change, Sustainability and Energy Management Strategy

Year

2024

Location

New York, NY

Summary

Daniel Morgan helped to enable Warner Music Group's ability to communicate emissions data and sustainability attributes to artists and internal business groups.

Goals

Warner Music Group (WMG) is a global music entertainment company and a leader in advancing ethical, equitable, and environmental sustainability practices. Alongside its ability to advance corporate ESG (Environmental, Social, and Governance) practices, WMG has a large cultural influence. WMG partnered with Climate Corps fellow Daniel Morgan to enhance its abilities to facilitate sustainable storytelling and fan engagement through: - Constructing a method to effectively evaluate the environmental impact of different vinyl record variants. - Developing a criteria framework to identify and evaluate the merchandise options to best help fans to sustainably support artists.

Solutions

Daniel interpreted the intricacies of the music industry's first validated life cycle assessments (LCA) for 140g vinyl records and ensured it was approachable to all. This LCA provides crucial insights into the environmental effects across the entire lifespan of a vinyl record. Daniel's contributions were instrumental in ensuring that those results can be easily communicated to artists, managers, and anyone involved in the vinyl procurement process. The results of this LCA will be essential in guiding the company's decision-making, ensuring that sustainable practices are prioritized and implemented effectively. To support fan engagement with sustainable merchandise, Daniel partnered with Warner Music Experience (WMX), WMG's brand management and merchandising arm. Together, Daniel created a framework to evaluate the sustainability attributes of various tee shirts. By analyzing purchase data and conducting thorough research, Daniel helped WMX prioritize and understand the sustainability implications of their most popular products.

Potential Impact

By interpreting technical documents and working with stakeholders to understand what needs to be communicated, Daniel played a key role in enabling artists & managers to choose a more sustainable vinyl record. Additionally, Daniel's partnership led to valuable insights on how WMX can increase more sustainable and responsible fan engagement. This knowledge is essential for artists advocating for environmentally conscious outcomes and fostering a deeper connection with fans based on a shared commitment to protecting the planet.

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