we kept performing

the other five thousand screaming fans

didn't notice either

at first we continued to sing the lights

continued to flash

the music continued to play it was only

another

few seconds before we realized something

was very wrong

a chatter spread through the arena it

wasn't excitement

it wasn't anticipation it was something

else

we felt it too between the flailing arms

and stumbling legs we glimpsed the body

of a young girl on the floor we stopped

the show

she was having a seizure

we had never stopped a show before let

alone for something like this

but then something incredible happened

silence

fell across the room like a single

organism with us at the head we parted

the crowd to guide the paramedics to the

injured girl

5 000 people all had a single purpose

to ensure the well-being of one of their

own and it worked

it took a few songs to bring the energy

back up and after knowing she was okay

for the rest of the show the audience

jumped and sang along but there was

something else

all together we had lived through

something unique

something so much more than a concert

something that made us a community

it was on that night in salt lake city

that i started to think about the power

of that community

to be diehard ajr fans who at the drop

of a hat could mobilize for something

greater

even when the tour was over and i

returned to school as i worked on my

dissertation my mind continued to wander

toward this idea of community

and the thing that brought them together

having lived and breathed the music

industry for the last 15 years

has given me some insight into how

building a fan base works

especially one as tight-knit and

dedicated as ours

and yet as i wrote about climate

devastation across

asia and africa and the human rights

abuses occurring as a result

i started to make a connection between

the two

now when you hear the phrase climate

crisis

many people's first inclination is fear

fear of the future fear of rising waters

fear of

wildfires fear of losing your homes your

cities your countries

the entire movement has been built on

fear

now this has worked to inspire some

people it's helped to mobilize a youth

movement unlike

anything the world has ever seen but

this is not nearly enough for the

concrete change that we need

now when you hear the names beyonce

or bts or the beatles many people's

first inclination

is excitement there's an immediate

dopamine rush of course music is fun

it fills you up it's everywhere but it

also builds a community in a very unique

way

think of it as a ladder there they're

music fans that are on the first

rung when they hear a song in the

supermarket they may recognize it but

not necessarily know the artist

if they go home and listen to it again

on spotify or apple

they move up a rum they may listen to

three or four other tracks save them to

their library up another rung

they may follow a band on social media

buy a piece of merchandise go to a show

up up up it just keeps going

this ladder is built on one thing

excitement

the more excited someone gets the higher

up the ladder they're willing to go

the music industry has crafted their

ladder in a

brilliant way to align with monetary

gain

over the last few years i've spent

countless hours thinking about how to

build this ladder of excitement in a

different space

i borrow techniques and strategies from

music from

incentives to creative partnerships to

community building in order to construct

a new ladder

today i share with you something that's

already helping to reinvigorate the

climate movement

the ladder of engagement

now this is not necessarily a new

concept

every charity campaign and business has

tried to get people more engaged

forever but since we don't have endless

time together i want to share a few of

the

pivotal rungs of this specific ladder

on the left side we have some of the

music strategies for bringing in new

fans and partners

and moving them up the ladder on the

right side we have some strategies for

bringing

people businesses charities and

governments

into the climate movement now these

climate strategies are not

one-to-one across the ladder music is

really successful at being bite-sized

shareable emotional but the strategies

on this ladder are deeper

more engaging and highly inspired by the

type of engagements we use in music

to get people excited

the first run on our ladder is

incentives

in the music industry we create all

different types of incentives for

participation

pre-order an album and you get a

discount or a bonus song

follow us on certain social media

platforms for exclusive content

join our text list to get access to

things before anyone else

all of these strategies are designed to

move fans

up the ladder and put them in groups

with other

more engaged like-minded people

if they do follow us on social media or

join the text list

we have easier access to them for future

campaigns or even rewards

let's pause here and look at a simple

and easy incentive

in the climate space sustainable

partners

a non-profit organization that i founded

focuses on creating

incentives for engagement with our work

at the

simplest level much like following on

social media

in exchange for subscribing to our

podcast planet reimagined

we plant a tree now a tree

to most people feels huge it's something

permanent visual and so clearly

connected with climate

that why wouldn't i subscribe even if

i'm not listening to the podcast

now this may seem really simple one

subscription one

tree but we as an organization now have

access to these potential climate

activists

these people who are on the very first

rung but have the potential to move up

think about it this way we're now inside

their phones with important messages

while educating them about the climate

movement discussing

food artificial intelligence sports

fashion

all related to climate these subscribers

are proud that they planted a tree

did something good for the world so

proud that they may share the podcast

with others

not just for the content but because of

how the incentive

made them feel much like with music

where many of the incentives focus on

making people feel good about themselves

this does the same thing they can wear

their planted tree like a badge of honor

but we get the better end of the deal we

move them up the ladder

okay so those incentives focused on

individual engagement

but let's look at another run on the

ladder

creative partnerships in the music

industry we do creative partnerships

all the time from travis scott's

partnership with mcdonald's

to major car brands sponsoring tours to

us creating a hot sauce named after our

song bang

there is endless creativity to co-brand

co-market

and co-build something as long as it

makes sense

especially when touring is not an option

creative brand partnerships are a

huge revenue source for musicians and

a great way for partners to reach new

audiences

thinking back to who the partners are in

the climate movement

we came up with a concept that was

unique

creative and allowed every partner from

individuals to businesses to charities

to get something out of it

the campaign is called time for change

imagine you click to watch a video on

youtube

before the video plays there's an ad of

course

after five seconds you have the option

to skip it but

if you don't skip it and watch the full

20 seconds

you could provide a meal to a child in

need

pay off medical debt for the poorest

communities donate school supplies to

young girls in haiti

or even pull carbon out of the

atmosphere

that 20 seconds of your time meant

something good is happening for someone

or something in need to give you some

examples

we've run multiple campaigns using this

simple idea

and the results have been extraordinary

a campaign with ticketmaster in 2020

allowed us to plant a hundred thousand

trees in just

three weeks from people viewing these

advertisements

a campaign with the un development

program raised a hundred and fifty

thousand dollars in just 24 hours

now to relate it back to the music side

this campaign is the epitome

of individual incentives through

partnerships

making large-scale change the corporate

partners love it because they get to

participate in the climate movement in a

very public fashion

while still bringing a new potential

customers the climate movement benefits

from new partners and more awareness

and people love to feel part of

something larger than themselves

a community especially if it only takes

20 seconds and there's no need to take

out their wallet

this type of creative partnership

between a brand

a charity and a person is just the tip

of the iceberg

of what we can achieve when we rely on

each other

now this next run community building

may not feel as exciting as planting

trees and watching video content

but as we take cues on our ladder from

the music industry

we can't ignore the business side of

music

in the music industry it is very

difficult for a song to raise its hand

especially now when everyone can make

music in their bedrooms

it's nearly impossible to grow a song or

an album to a point where you may get

invited to perform it on tv

it's played on radio stations across the

world or

it begins to get recognized with press

and awards

all of these require building a

community that is above and beyond

individuals

above and beyond brand partners and

above and beyond any single

idea a radio station won't necessarily

play a song

unless it shows promise with streams

sales and other drivers

even then they continuously do their

research and will only keep playing it

if fans continue to like it success at

radio can lead to tv bookings

television understands that radio plays

what the listeners want to hear

so they take their cues from other parts

of the industry

in the music industry the press likes to

write about successful things

and cool things they scour the internet

but the pinnacle of success

is again determined by these other

gatekeepers

let me give you an example our song week

has about a billion streams around the

world

[Music]

song is double platinum in the us that

sounds pretty great right

you may be surprised to hear that it

wasn't played very much on the radio

we only performed it on one tv show and

it hardly got any press the success of

the song was fueled by one thing

our evangelizing fans now on the other

hand

our single bang began to convince some

of these gatekeepers

[Music]

the first hurdle was radio radio took a

chance on this song and it really

started to work

a few small stations grew to a few dozen

and before we knew it we were top five

on the radio charts with a number one

song on itunes

radio took a chance this chance

is what convinced the press to start

writing about us and tv shows to start

booking us

it only took one of the gatekeepers to

start building this community

and create some of this door opening

change for us

in the music industry now

of course we need some of this real

system-wide change for climate

millions are already marching and

continuously changing minds

much like our song week it's a

grassroots movement

this is a great starting point now

on top of the incredible ground swell we

need enough of these gatekeepers to take

a chance

like they did with our song bang

businesses

are starting to make public pledges to

be carbon neutral

abiding by the paris climate accord some

countries are using the sustainable

development goals

to frame their strategies and guide

their achievements

but what we really need are these

gatekeepers

policymakers and politicians more

businesses large and small

plus that wave of individuals we need

just

enough of these influential members and

structures of our community

to do more than make a pledge to step

out

and take a chance in a way that will

convince others to do the same

you may call it peer pressure you may

call it protecting the bottom line

but just like the songs that you can't

get out of your head

we need those champions to take the

first step

now this first step is doing more than

saying i believe that climate is a

problem

we are way past that we need them to

play this song on the radio

now returning to our ladder the more

excited people are the more they move

up the ladder this process is about

getting people

excited enough to form groups that

together end up changing the system

this we already knew it's the same for

many campaigns

however the way in which we drive this

excitement is a

wide open playing field the music

industry is one example but it's not the

only place we can borrow from to learn

about driving engagement

through excitement sports food

fashion are all great places to look for

inspiration

the community we built with our music is

incredibly important to me

but it's also undoubtedly unique

our fans not only support the music but

continuously teach

me how to be a better movement builder a

better academic

and a better activist that night in salt

lake city

inspired an idea but we're all just

getting started

as we embark on the most pivotal time

our species has seen on this planet

it's our duty all of our duty to support

each other

and the planet by building and climbing

this ladder

together thank you

{{}}

我们继续

表演 其他五千尖叫的粉丝一开始

也没有

注意到 我们继续唱歌 灯光

继续

闪烁 音乐继续播放 只是

又过了

几秒钟我们才意识到事情

很不对劲

一个喋喋不休的声音传遍了舞台

不是兴奋

不是期待 这是别的

什么

我们在挥舞的手臂

和蹒跚的腿之间也感觉到了 我们瞥见

了地板上一个年轻女孩的尸体 我们停止

了演出

她癫痫发作

我们从未停止过演出 之前

更不用说这样的事情，

但随后发生了令人难以置信的事情，整个房间都

安静了

下来，就像一个

有机体，我们为首我们

分开人群，引导护理人员找到

受伤的女孩

5 000 人都有一个目的

来确保井井有条 - 作为他们

自己的一员，它奏效

了，需要几首歌曲才能恢复

活力，在知道她

在节目的其余部分还好之后，观众

跳了起来 一起唱歌，但是

我们一起经历了一些其他的事情，我们经历了

一些独特的

事情，而不仅仅是一场音乐会

，让我们成为一个社区的

事情 就在盐湖城的那个晚上

，我开始思考

这个社区

的力量 顽固的

ajr 粉丝即使在巡回演出结束后也可以动员起来做一些更大的事情，

当我写论文时我回到学校时，

我的思绪继续徘徊

在这个社区的想法

和让他们走到一起的事情上

在过去的 15 年

里，我在音乐行业生活和呼吸，这让我对

建立粉丝群的工作方式有了一些了解，

尤其是

像我们这样紧密

和专注的粉丝

群 结果发生了，

当你听到气候危机这个词时，我开始在两者之间建立联系，

许多人的第一倾向是

害怕 未来对水位上涨的恐惧 对

野火的恐惧 对失去家园的恐惧 你的

城市 你的

国家 整个运动都建立在恐惧之上

现在这已经激励了一些

人 它帮助动员了一场世界上前所未有的青年

运动，

但这是 对于我们现在需要的具体改变来说还远远不够

当你听到碧昂丝

、bts 或披头士乐队的名字时，许多人的

第一反应

是兴奋 马上就会产生

多巴胺冲动 当然音乐很有趣

它让你充满乐趣 它无处不在，但它

也建立了一个社区 以一种非常独特的

方式

把它想象成一个梯子，他们是

音乐迷，

当他们在超市听到一首歌时，

他们可能会认出它，但

如果他们回家再听一遍，就不一定知道艺术家

在 spotify 或苹果上，

他们上调朗姆酒 他们可能会听

三到四首其他曲目 将他们保存到

他们的图书馆 再上

一级 他们可能会在社交媒体上关注乐队

购买 ap 一些商品去参加

演出它只是继续前进

这个阶梯是建立在一件事情上的

兴奋越兴奋的人越兴奋

他们愿意去的阶梯

音乐行业以一种出色的方式制作了他们的

阶梯

与

过去几年的金钱收益保持一致 我花了

无数时间思考如何

在不同的空间中建立这个激动人心的阶梯

我借用音乐中的技术和策略，从

激励到创造性合作再到

社区建设，以构建

一个新的阶梯

今天我与大家分享一些

已经帮助重振

气候运动

的东西 参与的阶梯

现在这不一定是一个新

概念

每个慈善活动和企业都

试图让人们永远更加参与，

但因为我们没有无尽的

时间在一起我 想在左侧分享

这个特定梯子的一些关键梯级，

我们有一些

音乐策略可以引入 新的

粉丝和合作伙伴

，并将他们提升到右侧的阶梯

我们有一些策略可以让

人们、企业、慈善机构和

政府参与

气候运动 大小

可共享的情感，但

这个阶梯上的策略更深入、

更具吸引力，并且受到

我们在音乐中

用来让人们兴奋

的参与类型的高度启发。我们阶梯上的第一次运行

是音乐行业的激励措施，我们为他们创造了所有

不同类型的激励措施

参与

预订专辑，您将获得

折扣或奖励歌曲

在某些社交媒体平台上关注我们以

获得独家内容

加入我们的文本列表，以便

在其他任何人之前获取内容

所有这些策略旨在让

粉丝更上一层楼

如果他们确实在社交媒体上关注我们或

加入我们拥有的文本列表，请将他们与其他更投入的

志同道合的人分组 在未来的

活动甚至奖励中

更容易获得它们让我们在这里暂停一下，看看

气候空间可持续

合作伙伴的

一个简单易行的激励措施 我创立的一个非营利组织

专注于在最简单的层面上

为参与我们的工作创造激励措施，

就像 关注

社交媒体

以换取订阅我们的

播客星球 重新想象

我们现在种一棵树 一棵树

对大多数人来说都是巨大的，这是一种

永久的视觉效果，并且

与气候有着如此明显的联系，

即使我不听，为什么我不

订阅 现在的播客

这可能看起来真的很简单

订阅一

棵树 但我们作为一个组织现在可以

接触到这些潜在的气候

活动家

这些处于第一

梯级但有潜力向上

发展的人 我们现在这样想 在

他们的手机里有重要的信息，

同时教育他们气候

运动讨论

食品人工智能运动

时尚 ll 与气候有关，这些订阅

者为他们种了一棵树

为世界做了一些好事而

感到

自豪 激励措施的重点是

让人们对自己感觉良好

这与他们可以

像佩戴荣誉徽章一样佩戴种植的树木做同样的事情

但我们得到了更好的交易结果 我们

将他们提升到阶梯上

好的 所以这些激励措施侧重于

个人参与

但 让我们再看看

音乐

行业的创意合作伙伴关系 我们一直在做创意合作

伙伴关系，从 travis scott

与麦当劳的合作伙伴关系，

到主要汽车品牌赞助我们的巡回演出，

以我们的歌曲 bang 命名的辣酱

有无穷的创造力来合作 - 品牌

联合营销

和共同打造一些有意义的东西，

特别是当巡回演出不是一种选择时，

创意品牌合作伙伴关系 s

是音乐家的巨大收入来源，

也是合作伙伴接触新观众的好方法，让我们

回想起

气候运动中

的合作伙伴是

谁 从中得到一些东西

该活动被称为改变时间

假设您

在视频播放之前点击观看 youtube 上的视频，

当然

在五秒钟后有一个广告，您可以

选择跳过它，但

如果您不跳过它并观看

你可以用 20 秒的时间为有需要的孩子提供一顿饭，

为最贫困的社区还清医疗债务

向海地的年轻女孩捐赠学习用品，

甚至从大气中去除碳，

因为你的 20 秒时间意味着

好事正在发生 某人

或某事需要给你一些

例子

我们已经使用这个简单的想法运行了多个活动

，结果是非凡

的与ticketmaster的活动 在 2020 年，

我们可以

在

观看这些广告的人的短短三周内种植 10 万棵树

联合国发展计划的一项活动

在短短 24 小时内筹集了 15 万美元，

以将其与音乐相关联

此次活动是

通过

合作伙伴关系

进行个人激励的缩影进行大规模的改变公司

合作伙伴喜欢它，因为他们可以

以非常公开的方式参与气候运动，

同时仍然带来新的潜在

客户气候运动受益

于新的合作伙伴和更多的意识

和人们的喜爱 感受

比自己更大的事物的一部分

一个社区，特别是如果它只需要

20 秒并且不需要

拿出他们的钱包

这种类型的

品牌、慈善机构和个人之间的创造性合作关系

只是我们所能做的冰山一角 当我们相互依赖时实现

现在下一次运行的社区建设

可能不像计划那样令人兴奋

种树和观看视频内容，

但是当我们从音乐行业的阶梯上获取线索时，

我们不能忽视音乐行业中音乐的商业方面，

一首歌很难举手，

尤其是现在每个人都可以制作

音乐 在他们的

卧室里，几乎不可能将一首歌或

一张专辑发展到您可能会被

邀请在电视上表演

它在世界各地的广播电台上播放，

或者

它开始得到媒体

和奖项的认可

所有这些都需要建立一个

社区 超越

个人

超越品牌合作伙伴

超越任何单一

想法 广播电台不一定会

播放歌曲，

除非它显示出对流媒体

销售和其他驱动程序的承诺，

即使他们不断进行

研究，也只会保持

如果粉丝继续喜欢它就播放它 在

广播中的成功可以导致电视预订

电视了解广播

播放听众想要听到的内容，

因此他们选择 来自

音乐行业其他行业的线索 媒体喜欢

写成功的

事情和他们在互联网上搜索的很酷的事情，

但成功的顶峰

再次由这些其他

看门人决定

让我给你举个例子，我们的歌曲周

有关于 全球有 10 亿次流媒体

[音乐]

歌曲在美国是双白金

听起来不错，

你可能会惊讶地听到它

在广播中播放的次数不多，

我们只在一个电视节目中播放过，

而且几乎没有 任何媒体这首歌的成功

是由一件事推动的，

我们现在正在传福音的粉丝，

另一方面，

我们的单曲开始说服其中

一些看门人

[音乐

] 第一个障碍是广播电台抓住

了这首歌的机会，它真的

开始了

一些小电台的工作发展到几十个

，在我们意识到之前，我们

在电台排行榜上排名前五，

在 iTunes 电台上有一首歌曲

抓住了机会，这个

机会说服了媒体 t o 开始

写关于我们和电视节目的文章开始

预订

我们只需要一个看门人就

开始建立这个社区

并为我们在音乐行业创造一些这样的开门

变革

当然我们需要一些真正

的全系统 改变气候

数以百万计的人已经在前进并

不断改变思想

，就像我们的歌曲周这是一个

草根运动

这是一个很好的起点现在

在令人难以置信的地面膨胀之上我们

需要足够多的这些看门人来

抓住机会，

就像他们对我们的歌曲所做的那样 bang

企业开始公开承诺遵守巴黎气候协议，

实现碳中和

一些

国家正在利用可持续

发展目标

来制定战略并指导

他们的成就，

但我们真正需要的是这些

把关

者 政策制定者和政治家 更多

大大小小的企业

再加上那一波个人，我们需要

足够多的这些有影响力的成员和

结构 您的社区

要做的不仅仅是承诺

走出去

并抓住机会，以一种可以

说服其他人也这样做的方式

你可以称之为同伴压力你可以

称之为保护底线，

但就像你可以的歌曲一样

不要离开你的头脑

我们需要那些冠军迈出

第一步现在这第一步不仅仅是

说我相信气候是一个

我们已经过去的问题我们需要他们

在收音机上播放这首歌

现在回到我们的 阶梯 越

兴奋

人们越往上爬 这个过程是关于

让人们

足够兴奋以形成小组，

最终共同改变系统

这我们已经知道对于

许多活动

来说都是一样的，但是我们推动这种

兴奋的方式 音乐行业是一个

广阔的竞争领域，

但它并不是

我们可以借用的唯一地方，可以通过兴奋来

了解推动参与度

运动食品

时尚都是寻找

我的好地方 灵感

我们用我们的音乐建立的社区

对我来说非常重要，

但它无疑也是独一无二的，

我们的粉丝不仅支持音乐，而且

不断地教

我如何成为一个更好的运动建设者、

更好的学术

和更好的活动家在盐湖城的那个晚上

受到启发 一个想法，但我们都刚刚

开始，

因为我们开始了

我们的物种在这个星球上看到

的最关键的时刻，我们有责任

通过一起建造和攀登这个阶梯来相互支持和支持地球，

谢谢