When a Billie Eilish fan went to see her concert in London, she never imagined the show would propel her to lead a volunteer team of 150 young people in a local climate organization. But that's what Planet Reimagined’s Amplify initiative does: it mobilizes collective action. And this one fan is not alone. Amplify asks a huge question for social movements: how do we get people involved? In 2023, Planet Reimagined surveyed 350,000 live music fans to understand what moves them from concern to civic engagement. They found that 72% of live concertgoers care about climate change, but only a small number take action. Action Research fellows worked with us to figure out how to bridge the gap. Our research became the Amplify report, and Adam included it in his book “Amplify: How to Use the Power of Connection to Engage, Take Action, and Build a Better World.” Then we put the research into practice. On AJR’s 2024 tour across 40+ cities, fans took 35,000 actions—signing petitions, calling lawmakers, joining local groups—contributing to climate policy wins in Washington, Colorado, and California. Amplify’s reach has grown exponentially and internationally as we’ve partnered with festivals and artists including Billie Eilish, Renee Rapp, and Tyler Childers to mobilize fans across the world. As climate scientist Katharine Hayhoe said of our fan activation work: “Shouldn’t everyone be doing this?”