“If there is something to be changed in this world, then it can only happen through music.”

                                                                          -  Jimi Hendrix

I try to avoid hyperbole, but I truly believe music is one of the most powerful forces on the planet. It touches people on a deep, emotional level transcending differences in language, culture, political views and socio-economic status.

Even with his scientifically-focused mind, Albert Einstein understood and appreciated the value music brings to our lives when he observed, “If I were not a physicist, I would probably be a musician. I often think in music. I live my daydreams in music. I see my life in terms of music. … I get most joy in life out of music.”

Throughout the ages, music has helped humankind express our passions, hopes and dreams. On occasion, music has even caused us to act on a particular issue, with those in the industry often leading the charge. Remember 1985’s “We Are the World?”

In the 1970s, we began to hear more songs about the environment like “Mercy, Mercy Me” by Marvin Gaye and “Don’t Go Near the Water” by Johnny Cash. Fast forward to 2011 and it seems the number of recording artists who have jumped on the eco-friendly band wagon has grown considerably.

Live Nation Entertainment, the world’s leading live entertainment company representing more than 250 artists, has taken note, which is why they contacted UPS to help their artists find more environmentally responsible ways to manage their concert tours. After several discussions between Live Nation and our operations, customer solutions and sustainability teams, the UPS sustainable touring logistics program was born.

As part of the program, UPS will work with each artist to measure their existing transportation CO2 output. We’ll then take that data to develop a comprehensive, customized plan outlining specific strategies to reduce emissions and waste while also providing the speed and reliability they need.

This is not unlike what UPS already is doing for other high-stakes customers that require complex logistical solutions, such as the healthcare and high-tech industries. While transportation is the foundation of logistics, it’s more than just moving things from one place to another. Ultimately, it’s about providing the right solutions for our customers so they can focus on what they do best – in this case, bringing live music to the world.

You can read more about this partnership from Billboard, Digital Music News and GreenBiz.