全球视野 | 艺人粉丝如何成为气候运动的新力量？

全球视野

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文章《Could Concert Fans Ignite the Climate Movement? My Band — AJR — Thinks They Can./演唱会粉丝能否点燃气候运动？我的乐队 AJR 认为他们可以》发布在慈善纪事报上。作者Adam Met是非营利组织Planet Reimagined 的创始人兼执行董事，也是独立流行乐队AJR的成员之一。文章探讨了艺人是否能够链接演唱会粉丝，让他们成为气候运动的推动力。AJR乐队在其全美巡演中进行了测试，每次演出都动员了大量粉丝参与到当地的气候行动中。文章还呼吁慈善家要认识到艺人在气候解决方案中的重要性，应支持他们在演唱会中动员粉丝，为应对气候变化贡献力量。

Taylor Swift broke voter registration records last fall with a simple social-media post: “I’ve heard you raise your voices, and I know how powerful they are,” she wrote. “Make sure you’re ready to use them in our elections this year!” 

去年秋天，泰勒·斯威夫特（Taylor Swift）凭借在社交媒体上发表的一篇简单文章，打破了选民登记记录。她写道：“我听到了你们的声音，我知道它们有多么强大。确保你们已经准备好在今年的选举中使用它们！” 

But how much do we really understand about the potential of Swift’s fan base — not just during elections but all year round? What if Swift’s example could be replicated? What if all those excited fans attending concerts this summer raised their voices to take on the issue that affects every young person on the planet: climate change? 

但是，对于斯威夫特的粉丝群体的潜力，我们真正了解多少？如果不仅仅是在选举期间，而是在一整年间呢？如果斯威夫特的例子可以复制呢？如果今年夏天所有参加演唱会的、那些激动的粉丝们都能发出自己的声音，来解决一个会影响地球上每个年轻人的问题：气候变化。那又会怎样呢？ 

As a musician and climate advocate, I’ve been testing this theory during the national tour this summer of my indie pop band, AJR. We’re asking tens of thousands of fans every night — from the Forum in Los Angeles to Madison Square Garden in New York — to get active in the fight against climate change. Not surprisingly, our approach is working and offers important lessons for philanthropy in the creative strategies needed to address climate change. 

作为一名音乐家和气候倡导者，今年夏天，我在我的独立流行乐队AJR的全美巡演上，一直在测试这一理论。从洛杉矶的The Forum体育场到纽约的麦迪逊广场花园，我们每晚都要求数以万计的粉丝，积极参与应对气候变化的活动。我们的方法不出所料地奏效了，并在应对气候变化所需的创新战略方面，为慈善事业提供了重要的借鉴。 

Tackling the climate crisis doesn’t start and stop with investing in renewable energy and resilient infrastructure. It takes out-of-the-box ideas that can win over hearts and minds — a piece of the climate solution puzzle that remains woefully underfunded. Only a fraction of climate philanthropy supports communication and narrative work. Meanwhile, fossil-fuel companies spend some $750 million a year to control the narrative, even underwriting cultural events to greenwash their image. 

应对气候危机，并不仅仅是投资于可再生能源和韧性基础设施就可以了事的。它需要能够赢得人心的突破性想法。这是气候解决方案中资金严重不足的一部分。只有一小部分的气候慈善事业，在支持关于传播和叙事的工作。而与此同时，化石燃料公司每年花费约7.5亿美元来控制叙事，甚至赞助文化活动来洗白自己的形象。

To solve the climate crisis, more people need to speak up and demand change — and concerts attract a lot of people. Upward of 250 million people attend concerts every year in the United States alone, and musicians have enormous cultural influence. 

要解决气候危机，需要更多的人站出来大声疾呼，要求改变。而演唱会吸引了大量的人群。仅在美国，每年就有超过2.5亿人次参加演唱会，音乐家们具有巨大的文化影响力。 

Most Americans are deeply concerned about climate change, yet they stay quiet, falsely believing they’re in the minority. This public misperception matters, according to environmental psychologist Cynthia McPherson Frantz, “because what we think other people think strongly impacts our own behavior.” The current social norm of not talking about climate change has us “locked in a self-fulfilling spiral of silence,” she says. 

大多数美国人都对气候变化深感担忧，但他们保持沉默，并错误地认为自己是少数派。根据环境心理学家辛西娅·麦克弗森·弗朗茨的说法，这种公众误解很重要，因为“我们认为别人怎么想，会对我们自己的行为产生强烈影响。”弗朗茨说，目前不谈论气候变化的社会规范让我们“陷入了自我应验的螺旋式沉默”。 

Live entertainment has the potential to change those misperceptions by providing that rare place where strangers can come together and find their voice. Concert attendance is not a passive act. Fans sing and dance together, often tapping into an experience sociologists call “collective effervescence,” which leaves them feeling more connected and empowered. 

现场娱乐活动有可能改变这些误解，因为它提供了一个难得的场所，让陌生人聚在一起，找到自己的声音。参加演唱会并不是一种被动行为。粉丝们一起唱歌跳舞，往往能获得一种被社会学家称为“集体欢腾（collective effervescence）”的体验，这种体验会让他们感到自己与他人的联系更加紧密，力量更加强大。 

Musicians can help channel that energy into collective climate action by mobilizing fans to sign petitions, call elected officials, participate in local protests, and share their climate stories. Here’s how one U2 fan put it in a survey conducted by my nonprofit, Planet Reimagined: “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.” 

音乐家可以帮助将这种能量转化为集体气候行动，通过动员粉丝来签署请愿书、致电选举官员、参与当地抗议活动并分享他们的气候故事。一位U2乐队的粉丝在我的非营利组织 Planet Reimagined 进行了调查，正如她在调查里所说的：“有时候，人们需要看到还有谁相信他们所相信的东西，而音乐家可以成为给予人们勇气的人，让人们说出自己的想法并采取行动。”

From my admittedly unusual viewpoint — I’m a successful touring artist with a Ph.D. in human rights and sustainable development — I’ve seen how this can work. I’ve spent the last few years collaborating with researchers, music industry partners, and Planet Reimagined donors to design an evidence-based approach to mobilizing fans. Our recent report, “Amplify,” shows how musicians can build a fan-based climate movement by, among other things, promoting local climate-advocacy opportunities and helping fans overcome anxieties about climate change by engaging them in tangible solutions. 

我是一名成功的巡演艺人，拥有人权和可持续发展方面的博士学位，从我这个非常特殊的角度来看，我看到了这种方法的效果。在过去的几年里，我与研究人员、音乐产业的合作伙伴以及Planet Reimagined捐赠人合作，设计了一种基于证据的方法来动员粉丝。我们最近的报告《放大（Amplify）》显示，音乐家可以通过宣传当地的气候倡导机会，帮助粉丝克服对气候变化的焦虑，参与实际解决方案，从而建立一个以粉丝为基础的气候运动。 

AJR is deploying these methods at every arena we visit this summer. We’re hosting what we call an interactive “Action Village” on the concourse of each venue and personally inviting fans to take a stand and get plugged into local climate efforts. 

今年夏天，AJR乐队将在我们拜访的每个场馆部署这些方法。我们将在每个场馆的大厅，举办被称之为“行动村 ”的互动活动，并亲自邀请粉丝站出来，参与到当地的气候行动中来。

This isn’t just about asking fans to pick up a flyer, sign up for a mailing list, or make a donation. Our research shows that none of those activities are effective at getting fans more deeply involved in climate efforts. Instead, the local organizers we work with connect concertgoers with immediate civic and political actions, such as asking them right there at the table to send letters to their state legislators, write postcards to the city council, or leave voice mails for their state senators about specific climate policies that affect their communities. 

这不仅仅是要求粉丝们领取传单、登记邮件列表或捐款。我们的研究表明，这些活动都不能有效地让歌迷更深入地参与气候行动。相反，与我们合作的当地组织者，会将音乐会观众与直接的公民和政治行动联系起来，比如要求他们在音乐会现场给他们的州议员写信，给市议会写明信片，或者就影响他们社区的具体气候政策，给他们的州议员留下语音邮件。 

For example, in Norfolk, Va., we partnered with Chesapeake Climate Action Network to petition for increased public transportation. In Pittsburgh, we worked with the Center for Coalfield Justice to demand local elected officials stop taking campaign donations from fossil-fuel companies. One local organizer noted that their group typically talks to about 10 people at tables set up at local farmers markets and community events, but our show engaged nearly 150 fans in just the first hour. 

例如，在弗吉尼亚州的诺福克市，我们与Chesapeake气候行动网络合作，发起了增加公共交通的请愿。在匹兹堡，我们与Center for Coalfield Justice合作，要求当地民选官员停止接受化石燃料公司的竞选捐款。一位当地组织者指出，他们团体在当地农贸市场和社区活动中设置的桌子，通常会吸引大约10人来进行交谈。但在我们的演出中，仅在第一个小时就吸引了近150名粉丝。 

Organizing this kind of campaign is no small task. The Planet Reimagined team and I spent a year developing the “Amplify” report and action plan with several key contributors. In-kind support from Ticketmaster helped us distribute the survey to hundreds of thousands of ticket buyers; iHeart Radio offered free promotional services; and Live Nation provided programmatic expertise and funding. We also received early philanthropic support from the Patrick J. McGovern Foundation and expert advice from climate organizations such as Reverb and Climate Outreach. Two Planet Reimagined staff coordinated all this with local groups for months in advance. 

组织这样的活动绝非易事。Planet Reimagined团队和我花费了一年的时间，与几位主要贡献者一起制定了《放大》报告和行动计划。Ticketmaster（票务网站）提供了实物支持，帮助我们向数十万购票者分发了调查问卷；iHeart Radio（广播、播客和网络电台）提供了免费的宣传服务；Live Nation（娱乐公司）提供了项目方面的专业知识和资金支持。我们还得到了帕特里克·J·麦戈文基金会（Patrick J. McGovern Foundation）的早期慈善支持，以及Reverb和Climate Outreach等气候组织的专家建议。Planet Reimagined的两名工作人员提前数月与当地团体协调了所有这些工作。

Very few artists have the expertise or resources to re-create an effort like this. That’s where philanthropy comes in. With philanthropic support, we can build out an infrastructure to connect artists, activists, and fans in each city. 

很少有艺人具备复刻这种活动的专业知识或资源。这就是慈善事业的用武之地。有了慈善支持，我们可以建立一个基础设施，将每个城市的艺人、活动家和粉丝连接起来。 

Grant makers can use their convening power to help create a network of local climate groups and musicians who can work together to activate fans. They can identify, recruit, and fund local climate organizers who know how to inspire concertgoers to take action and become part of a sustainable local movement. Funders could also provide the money needed for staffing, materials, and time to participate in concert-based campaigns. 

资助者可以利用他们的号召力，帮助创建一个由当地气候团体和音乐家组成的网络，他们可以共同努力，激发粉丝的热情。资助者可以发现、招募和资助当地气候组织者，这些组织者知道如何激励演唱会观众采取行动，并成为可持续地方运动的一部分。资助者还可以为参与基于演唱会的活动提供资金，用于所需的人员、材料和时间。 

Philanthropic investment would allow local organizers to focus on engaging fans in direct actions rather than asking them to just open their wallets, which studies show can be a major turnoff. And to ensure that this network of donors, organizers, and artists continues to grow, grant makers could fund outreach campaigns to educate and recruit other musicians to join the effort. 

慈善投资将允许当地的组织者能够集中精力，吸引粉丝参与直接行动，而不是仅仅要求他们捐款，因为研究表明捐款可能会让他们望而却步。为了确保这个由捐赠人、组织者和艺人组成的网络不断发展壮大，资助者可以资助外展活动，以教育和招募其他音乐家加入这一行列。 

Finally, more support is needed for research that continues to demonstrate the effectiveness of concert-based climate advocacy in different contexts and with different fan bases. Such research is critical to persuading more artists to join us. For example, I’ve used the results of the Planet Reimagined “Amplify” survey of thousands of live-music fans to make the case to other musicians. The survey found that nearly three out of four fans are concerned about climate change and ready to act. And 70 percent said they wouldn’t object to artists speaking out about the issue. 

最后，我们需要更多的支持来进行研究，以继续证明基于演唱会的气候宣传，在不同背景和不同歌迷群体中的有效性。此类研究对于说服更多艺人加入我们的行列至关重要。例如，我曾利用Planet Reimagined组织的《放大》报告结果（对数千名现场音乐爱好者进行的调查）向其他音乐家来证明这一点。这项调查发现，近四分之三的粉丝对气候变化感到担忧并准备采取行动。而且，70%的人表示他们不反对艺人谈论这个问题。 

This is a powerful data point for musicians who might be worried about turning off fans if they take a stand on climate change. In fact, many of those fans surveyed said they were more likely to act if one of their favorite artists asked them, including three in five who said they would sign a petition about climate change and two in five who said they would volunteer with a climate-focused organization. 

这是一个强有力的数据点，特别是对那些可能担心如果在气候变化问题上表明立场就会失去粉丝的音乐家来说。实际上，许多接受调查的粉丝表示，如果他们喜欢的艺人要求他们采取行动，他们更有可能会行动起来，其中包括五分之三的人表示他们会签署关于气候变化的请愿书，五分之二的人表示他们会志愿加入一个关注气候问题的组织。 

Some major acts are already taking steps to align their music with their personal environmentalism. To drive down emissions, Coldplay powers its shows with a range of renewable energy sources, including solar panels and kinetic dance floors, which convert the steps taken by dancing fans into energy. Billie Eilish ensures that every venue provides plant-based food options and organizes her own climate conference. 

一些知名艺人已经开始采取措施，将他们的音乐与个人环保主义结合起来。为了减少排放，Coldplay乐队的演出使用了一系列可再生能源，包括太阳能电池板和动能舞池，这可以将跳舞的舞者迈出的步伐转化为能源。Billie Eilish确保每个场馆都提供植物性食物，并组织了自己的气候会议。 

But to truly have an impact on the climate narrative, more artists without such deep pockets and personal expertise will need easier ways to join in. 

但要真正对气候问题产生影响，对于没有如此丰厚资金和个人专业知识的艺人来说，还需要更多更简便的参与方式。 

Imagine if every major concert ended not just with an encore but with a call to action — an invitation from a beloved artist to join the ranks of those fighting for a livable future. Philanthropists could be a critical force in making that happen if they recognize artists as essential partners in the fight for climate solutions. 

试想一下，如果每场大型演唱会结束时不仅有安可曲，而且还有行动呼吁。受人喜爱的艺人邀请人们加入为可持续未来而奋斗的行列。如果慈善家们认识到，艺人是推动气候解决方案的重要伙伴，他们可能会在实现这一目标中发挥关键作用。