Dec 08, 2009 at 01:39 PM
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Live Nation and Waste Management Launch Recycling Rocks

Live Nation, the world's largest live music company, and Waste Management, Inc. the largest waste services provider and recycler in North America, announced today a multi-year sponsorship agreement to make music "greener."

Under the agreement, Waste Management becomes the official waste services and recycling sponsor of 66 Live Nation venues across the country. Waste Management will be providing waste assessments to help minimize waste and promote recycling at all Live Nation venues, including concessions and backstage areas. Waste Management anticipates developing more recycling and waste diversion programs for Live Nation throughout the course of their collaboration.

To kick off the program, Waste Management and Live Nation together have created a wide-ranging marketing campaign, Recycling Rocks, which will promote and encourage recycling to millions of live music fans across the United States.

The Recycling Rocks website, which launched last week, provides information to music fans about ways in which they can recycle, features artist commentary about recycling and offers exclusive earth friendly products for purchase and chances to win Live Nation concert cash and other valuable prizes. Music fans can visit to learn more about the new program.

"Live Nation's cohesive music marketing platform enables Waste Management to showcase our expertise and wide range of service offerings to the millions of music fans who attend concerts in their venues each year," said Dave Aardsma, senior vice president of sales and marketing for Waste Management. "We are thrilled to be partnering with Live Nation to create Recycling Rocks where we have created a fun online experience to educate music fans about easy ways they can recycle."

"We know that recycling is very important to the artists who play our venues and to the music fans who come to enjoy their concerts," said Russell Wallach, President of National Alliances at Live Nation. "With millions of consumers visiting our website every month and attending our concerts each year, Live Nation is uniquely positioned to work alongside Waste Management to engage music fans before, during and after the concert about how their recycling efforts can reduce their impact on our environment."