1. Introduction
1.1 Background Information
Music festival is a major force to attract and connect people all over world with the similar taste in music to gather at the same place and time to celebrate and socialize. It is the showcase of music industry and they attract large crowds to gather together for a period of days (Velosa, 2012). Music festivals stimulate joy and giving participants an opportunity for being and belonging. They have unique ability to put aside generational and individual differences to connect people together through the similar interests in music (Stettler, 2011).
However, such festivals face challenges with sustainability. Large amount of waste is being produced with minimal effort to recover, hundreds of gallons of fuel is being used and alternative energy solutions are not prominent (Stettler, 2011). In some cases, there is little positive relationship being maintained between the organizers and the host communities. (Stettler, 2011) Although most major music festivals run its own green campaign, it remains to be seen if it is effective (Velosa, 2012).
It is
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One such example is taking a more important role in promoting sustainability through the main platform and mixing them into the theme of the festival. Much like the case of Bonnaroo music festival whereby 'greening' policies and values are embedded through educational activities for participants and translated into sustainable event practice (Kennell & Sitz, n.d.). The Bonnaroo organizer educates all parties involved in the festival including its staffs and sponsors. Examples include the partnership between the event organizer and Carbon Shredders organization that reach out to the participants by making a pledge to reduce their carbon footprint by 10% within a year and providing more manned recycling stations (Dyllick & Hockerts,