Sustainability Initiatives. A Case Study of how mainstream media frames Coldplay's Music of the Spheres Tour

Abstract

The music industry has increasingly come under scrutiny for its environmental footprint, with large-scale concert tours contributing significantly to carbon emissions, energy use, and waste. This thesis examines how Coldplay’s Music of the Spheres tour, widely promoted as a pioneering effort in sustainable touring, is framed in mainstream English-language media. Using qualitative content analysis informed by framing theory, eight articles from the outlets The Guardian, BBC, Billboard, Pitchfork, Variety, the New York Post and NPR were analyzed to identify how the band’s sustainability initiatives were presented. The results show that most outlets framed Coldplay as industry leaders and environmental innovators, frequently legitimized through expert endorsements and celebrated for technological innovations such as bio-batteries, audience-generated energy, and large-scale tree planting. These accounts often reinforced a “ripple-effect” narrative, suggesting that Coldplay’s actions normalize low-carbon behaviors among fans and peers. A minority of sources, however, adopted a more critical frame, focusing on corporate partnerships with companies accused of lobbying against climate policy or engaging in greenwashing. By situating these findings within framing theory and agenda- setting, the study demonstrates how media shape public perception of celebrity-driven sustainability initiatives, oscillating between amplifying innovation and exposing credibility risks. This contributes to broader debates in global studies on sustainability communication, celebrity influence, and the politics of environmental responsibility.