Michael Martin

Since 1990, Michael Martin has introduced and led sustainability in the music industry with Billboard naming him the “Guru of Live Event Greening”. Michael is a pioneering impact entrepreneur, and the CEO of Effect Partners and r.Cup. Michael was the Executive Producer of the nationally broadcast Earth Day stadium concerts starting in 1990 that helped to relaunch Earth Day (now the world’s largest secular event.). His EnviroRider™ and EnviroTour™ introduced environmental initiatives to the music industry, including recycling, composting, eco-villages, green tour managers, venue greening advancing, car pool promotions, tour offsets, etc. He has been the sustainability advisor to dozens of artists like U2, Dave Matthews Band, and Jack Johnson and industry leaders including Live Nation and AEG. He also advises Fortune 500 companies including Apple, Toyota, P&G, and Target on their sustainability strategies.

Michael brought together his decades of music industry experience to launch the reuse economy in the US with U2’s 2017 Joshua Tree Tour. His reusable r.Cup and r.Ware system, which is now called r.World, is the nation’s #1 reuse platform. r.World continues to lead the reuse movement in North America with support from many artists, venues, concessionaires, leagues, the White House, NGOs, industry giants AEG, ASM, NIVA, and others.

Michael also serves on the Boards of MIT’s Environmental Solutions Initiative, People’s Organic Cafe, and MSA.