Global Culture

On July 7th, 2007 (7/7/7) the producers of Live 8, organized under the SOS - Save Our Selves movement, will attempt their largest event yet:

Live Earth will use the global reach of music to engage people on a mass scale to combat our climate crisis. Live Earth will bring together more than 150 of the world’s top musicians for 24-hours of music from 7 concerts across all 7 continents. Live Earth will bring together an audience of more than 2 billion at the concerts and through television, radio, film, and the Internet.

That is a third of the world population listening. A conversation that could only be matched by all cell-phone users dialing in. The concerts will take place on cities across all continents: China - Shanghai, Australia - Sydney, South Africa - Johannesburg, United Kingdom - London, Brazil, Japan, United States & Antarctica, and will feature over one hundred artists across all genres

With an Oscar for best Documentary Feature, a partnership with Microsoft for the online broadcasting of the Live Earth event, a roster of celebrities signing up to participate in the concerts, it is obvious that Mr. Gore knows very well how to leverage global culture to deliver the message of climate crisis, explained in the previous post global warming. In any case, by using new media, he is targeting the global audience that is directly associated with the most important abuses against the environment as a result of our lifestyles.

With this kind of attention, I wonder how soon this leverage will have an effect on the big corporations that are calculating the costs associated with playing according to green rules. The power of such an event is that on that day the mass audience could be turned against pretty much any singled-out enemy of the Earth. That threat alone should be sufficient to open the doors for negotiation. I hope Mr. Gore has an army of deal-makers ready to put to action his own recommendations. They don’t need to solve the problem entirely, just get the right players to start collaborating.