Amplify: Building a Fan-Based Movement
Planet Reimagined is pioneering new ways to mobilize live event audiences for civic action
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Lifting up your phone flashlight in a sea of waving hands or cheering along with thousands of other people in a crowd, you feel an energy that’s electric and contagious. Amplify harnesses that energy and uses the power of culture to help artists, entertainers, athletes, and performers turn live events into positive collective action.
Built by Planet Reimagined, Amplify connects fans with local campaigns, measures what works, and keeps getting stronger. No pledges to change shopping habits, no social posting, no spreading awareness. From the concourse of arenas, these fans have called their representatives across the political spectrum, signed petitions to pass new policy, and of course, registered to vote by the thousands.
What started as groundbreaking research is now a proven model — one that has already worked across major tours in the US, UK, and Ireland with artists including AJR, Billie Eilish, Tyler Childers, Renee Rapp, The 1975, and industry partners including Ticketmaster and Live Nation.
Artists help fans reframe the story to join movements for change, from clean energy and transportation to decarbonizing how we grow food and build cities.
A proven model — built on research, tested on tour
1,000+
Actions at each show
Billie Eilish in UK and Ireland
35,000+
Fan actions
on AJR’s nationwide tour
3
3 countries surveyed
fans across the US, UK, and Australia
How Amplify Works:
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On Tour
AJR
AJR helped prove the model, mobilizing 35,000+ fan actions across 25 arena shows in 21 US cities.
Salt Lake City: with HEAL Utah and Youth Coalition for Great Salt Lake, fans sent 700+ letters and handwritten postcards to Utah legislators calling for action on biodiversity, jobs, and air quality by protecting the Great Salt Lake.
Arizona: with Sunrise Phoenix, when it was 109℉, fans sent over 1,000 letters to the Phoenix City Council calling on them to recognize extreme heat as a climate emergency, to support emergency services and prevention.
Billie Eilish
Billie Eilish’s UK and Ireland tour generated 14,000+ onsite actions and helped show that the model translates internationally.
Glasgow: with Friends of the Earth Scotland, 100+ fans petitioned the Scottish government to reject a proposed gas plant, contributing to a wave of objections that delayed the approval process.
London: with Possible, 375+ fans wrote the Mayor of London, adding civic pressure to raise local clean air standards by investing in sustainable transit and housing improvements.
WATCH: Maggie Baird, Billie Eilish’s mom, Instagram Live with our founder Adam Met on advocacy.
We were able to join Billie Eilish’s 2025 HIT ME HARD AND SOFT: THE TOUR thanks to our partnership with REVERB and Support+Feed.
Tyler Childers
Tyler Childers’ tour helped show that the model can travel across genres and connect issues across generational views and partisan lines.
Charlottesville: With Appalachian Voices, fans sent personalized emails to Congress about commitments to coal miners living with Black Lung disease or signed a petition supporting a state-wide clean energy economy, contributing to the passage of 10+ bills in the Virginia state legislature.
Bristow: With Chesapeake Climate Action Network, fans took iPad-based actions to register support for the “Make Polluters Pay” legislation, engaging 100 fans in direct action and issue education
Reneé Rapp
Reneé Rapp’s arena tour helped test fast, social, visually engaging activations built for younger audiences.
Atlanta: With Propel ATL, fans signed a petition to the City Council and Mayor supporting local transportation projects, using an interactive dot-sticker board to show how they traveled to the concert, producing 100 personalized interactions
North Carolina: Citizens’ Climate Lobby Charlotte had 96 interactions and was effective at engaging audiences on a complex issue, with fans signing a petition to speed up permitting for renewable energy projects.
WE WON! And more wins coming soon…
Despite setbacks for federal climate policy in the US. the Amplify methodology was successfully applied to seven state-wide ballot measures in the 2024 election, supporting significant wins, including Washington’s NO on 2117 and California’s Proposition 4.
Amplify is made possible by Planet Reimagined’s partnership with REVERB, a nonprofit dedicated to uniting artists, fans, and organizations to create positive environmental and social change.
Why Live Events?
Live events deliver what social movements need to be successful: scale, trust, and momentum.
Solving climate change requires vast collaboration to change systems through government policies, regulation, finance, and corporate actions. And those systems will only change if a mass of people - a social movement - wield their power as citizens, as members of society who have the power to shape how decisions are made.
Artists can help build that civic power when their fans are already gathered, emotionally engaged, and paying attention. That special live energy - like at concerts and sports events - that makes people feel more connected and empowered is an experience sociologists call “collective effervescence.”
Amplify taps into collective effervescence to inspire fans to connect to actions in the moment, and local organizers use those interactions to build ongoing larger networks for change.
We work with organizations and key event and music industry stakeholders to develop Amplify-based toolkits and practical strategies that help artists across genres unleash the power of their fans.
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For Khali, a 21-year-old from Bristol, attending Billie Eilish at The O2 was supposed to be just a memorable night of music. Instead, the Eco-Action Village became an on-ramp to sustained political organizing. Seeing the bustling activist space, she notes, “was my sign that… something great is happening here.” That energy translated into immediate action. After speaking with Green New Deal Rising (GNDR), Khali registered for their summer organizing gathering. “I signed up on a whim. I feel like I was so empowered… Yes, I’ll do it,” she recalls. The gathering became a pivotal leadership moment where she “blossomed to understand more about the political world” and found belonging: “... it was just nice to have people that understood how I felt.” Within months, Khali transformed from a concert attendee into a dedicated organizer. She went on to co-lead GNDR’s mobilizing team, helping coordinate over 150 young people during their fall campaign. Today, her activism has expanded to local neighborhood action. “I’ve joined a couple of new climate groups… small ones in the community, to try and push more greenery out there,” she says—signaling a shift into sustained civic engagement.
Built on Evidence
Lots of people believe that cultural influencers can move politics and policies when they stand up for something. But when celebrities endorse a political candidate - like Taylor Swift in the 2024 US Presidential election - and they don’t win, does it mean celebrity endorsements don’t work? Do different kinds of cultural influencers - actors vs athletes, musicians vs comedians - wield different kinds of influence?
It turns out, there are lots of strongly held opinions about these questions but very little solid research. Planet Reimagined started by reviewing every piece of evidence we could find from social scientists and informed analysts, including public polls and peer-reviewed academic articles. From that review, we saw that no one had comprehensively studied the potential role of musicians and concerts in building civic power.
So, in the US, Amplify began with groundbreaking research: we sent a survey to approximately 350,000 live music fans who had recently bought concert tickets through Ticketmaster. Results showed that music fans care about climate change, support artists speaking out, and are more likely to act when artists ask.
In the UK, we surveyed 1,500 music fans and found strong concern about climate change and strong support for artists speaking out.
In Australia, our partners the Australia Institute surveyed 1000+ people and showed they are more likely to engage in climate-related actions if prompted by their favorite Australian music artist.
The evidence across three countries:
US:70% of surveyed live music fans said they would consider talking about climate change if their favorite musical artist asked them to
UK: 77% of surveyed music fans agree about their favorite artist showing support for action on climate and the environment and 70% see their favorite artist as trustworthy
Australia: 69% are more likely to discuss climate change with friends, family and others if their favorite Australian music artist asks them to, and 54% said they would sign a climate petition if invited by their favorite artist
Our research didn’t stop there.
On every tour, with every event, we do new action research to improve and expand the Amplify model, through onsite observations, interviews, polls, focus groups, and follow-up surveys.
And we keep exploring live events besides concerts:
Book Tour:
In 8 major cities across the United States, we led a fully integrated advocacy campaign for our founder Adam Met’s 2025 tour for his book Amplify: How to Use The Power of Connection to Engage, Take Action, and Build a Better World. On-site activations with local organizers and unique in-show advocacy moments produced 2,000+ advocacy actions, including 450+ personalized postcards in support of local policy campaigns.
Sports:
Based on our preliminary sample survey of fans of professional sports in the US, 50% of sports fans believe it’s part of the social responsibilities of professional athletes and teams to speak up about climate change and the environment and to do something about it. 54% of the survey respondents said they would be likely to participate if their favorite team launched a campaign. Watch this space for more on Amplify and sports soon.
Reports and Tools
In the News
NPR: How one pop band is trying to turn concertgoers into climate activists
Rolling Stone: This Indie-Pop Star Wants to Turn Audiences Into Climate Activists
CNN: Music Fans open to hearing about climate change from their favorite performers
The Chronicle of Philanthropy: Could Concert Fans Ignite the Climate Movement? My Band — AJR — Thinks They Can.
Hollywood Reporter: Indie Rockers AJR Spotlight Sustainability on Their Summer Tour
Pollstar: Raising Your Voice: AJR’s Adam Met, PhD, Encourages Artists To Promote Climate Action
Worth: Music Fans Want to Hear from Artists About Climate Change
TIME: How the Universal Language of Music Can Help Us Solve Our Planetary Problem
Our Partners
