"Sympathy for the … green" : a review of social responsibility positioning in the POP-MUSIC market

The pop music market is, currently, a multi-million dollars business, with a considerable environmental footprint. This industry is increasingly concerned about its environmental, economic and social impact, and it is convinced that it can become a huge hub for the promotion of the Sustainable Development Goals (SDGs). That is why we are assisting to an interesting movement of social responsibility into this industry. This research addresses the main sources of sustainable benefits of this activity. It investigates who are the stakeholders involved, and the modes of acting that reveal socially responsible positioning, its potentialities and limits, focusing on the live music segment of this business. It is concluded that, despite an interesting path already taken in these dimensions of social responsibility, the results are still insufficient and there is room for new initiatives.