Spreading Sustainability through Music: Stonyfield partners with SHFT to promote Green Tours

My two favorite things!  Music and sustainability!  Why didn’t I think of this?  Of course leave it to Stonyfield CE-Yo Gary Hirshberg to partner with actor and activist Adrian Grenier and film producer Peter Glatze to bring sustainability to pop-culture in a super-cool way.  On Stonyfield‘s website there is now a link at the bottom for Lighten Up Video Series, where lovers of organic yogurt can follow bands as they green their tours.

But you don’t have to be a yogurt-lover to appreciate the bands on this site or the steps they’re taking to reduce their footprint as they spread their music.  Now for anyone who read my post about George Clooney’s Sentinel Satellite Project, you know I’m not a huge fan of what my colleague Jonathan Banco called “celebricacy,” but I find this project and partnership less intrusive than say a satellite over Sudan.

Moreover, SHFT (a new media platform with videos, shopping, and resources that inspire people to lead more eco-conscious lives) founded by Adrian Grenier (of Entourage) and film producer Peter Glatzer is a neat resource for those looking to green their lives on a personal level.  Covering a wide range of subjects from sustainable architecture, art, energy and business to, of course, music – it’s a one stop shop for learning about a green lifestyle.  Plus they even link to one of Important Media’s sites Eat Drink Better which I think is awesome.

SHFT’s Lighten Up video series lets you follow bands as they reduce the ecological impact of their tours. Accessible from either or, the site features two new Lighten Up musical artists each month.  You can check out the two current videos and learn more about the partnership here.

Image Credit: Jason L. Parks via Flickr under CC license.

Written by Emily DeMasi

Emily McKinin DeMasi is a 2011 MBA/ MA Public Policy candidate and Peace Corps Fellow at Duquesne University in Pittsburgh, PA. Her thesis work concerns Corporate Social Responsibility in the United States. She also works as a Research Fellow at Bridgeway Capital, a Community Development Financial Institution (CDFI) in downtown Pittsburgh. Emily has worked as an Associate in a Private Equity Placement Firm in NY and as a Water and Sanitation Volunteer in Ivory Coast, West Africa. She hopes to combine her business background with her passion for development and inspire others in the fields of Sustainability and CSR.


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