With growing awareness of environmental impact, the music tech industry faces a crucial moment to rethink its practices and embrace sustainability as a core value, shaping a greener future for music and technology alike. Andy Land, Head of Sustainability at the Focusrite Group, is at the forefront of driving change within this sector. With a passion for both music and environmental responsibility, Andy’s journey is a compelling narrative of how one can be “unreasonably effective” in advocating for sustainability. This article delves into the key themes and insights from Andy’s recent podcast appearance, where he shared his strategies, challenges, and vision for a more sustainable music tech industry.

A Lifelong Commitment to the Environment

Andy Land’s commitment to sustainability is deeply rooted in his early years. From a young age, he was fascinated by the environmental challenges facing our planet. “I remember reading about fossil fuels, and that they are a finite resource, and think to myself, when are these gonna run out, right? We need to find some alternatives,” Andy recalled during the podcast. This early curiosity about environmental issues set the stage for his future career.

Andy’s passion for sustainability was paralleled by his love for music and technology. He studied Music and Sound Recording at the University of Surrey, a course that combined his interests in music, engineering, and product design. Reflecting on his choice of study, he noted, “If you want to be a good audio engineer, you have to have some musical understanding of how the music should be and how it should be produced.” This dual passion for music and environmental responsibility would later define his career trajectory at Focusrite.

Integrating Sustainability at Focusrite

Since joining Focusrite over a decade ago, Andy has played a crucial role in embedding sustainable practices within the company. His journey began modestly, with efforts to reduce waste in the service department, such as switching to biodegradable bubble wrap. However, as Andy’s understanding of sustainability deepened, so did his ambitions. He eventually proposed the creation of a dedicated sustainability role, which he now occupies as the Head of Sustainability.

One of Andy’s most significant achievements at Focusrite has been the development of a comprehensive Life Cycle Assessment (LCA) database. This innovative tool allows the company to track the carbon footprint of every product in near real-time.

“We spent the first year of my role disassembling product after product, trying to work out what goes into them, building up my own little database of materials,”

he explained. This meticulous process has enabled Focusrite to gain a granular understanding of its environmental impact, from raw materials to the final product.

Andy’s approach is both pragmatic and ambitious. He understands that meaningful change often begins with “low-hanging fruit” – simple, actionable steps that can have a significant impact. For example, Focusrite has reduced the use of single-use plastics in packaging and switched to biodegradable alternatives. “We’ve been keeping ourselves busy while I’ve been trying to quantify everything,” he said, emphasising the importance of balancing immediate actions with long-term goals.

Challenges and Opportunities in the Music Tech Industry

While Focusrite has made substantial progress, Andy acknowledges that the journey towards sustainability is fraught with challenges. One of the key difficulties is the lack of baseline data. “We had no baseline as such to talk of, and we sell, like I mentioned before, 400 or so products, so it’s quite a lot,” he noted. The diversity and complexity of products in the music tech industry make it challenging to standardise sustainability measures.

Furthermore, the music tech industry often operates under the radar compared to more visible sectors like live music or streaming.

“Music tech is almost, at times, that forgotten area of the music industry in terms of the potential impact it can have from a sustainability perspective,”

Andy pointed out. He stressed the need for greater transparency and collaboration across the industry to drive systemic change.

Despite these challenges, Andy remains optimistic about the future. He believes that the music tech industry is uniquely positioned to lead by example. “If we go to that factory, we get them using recycled plastic or recycled aluminium hopefully in the future, and we can get them to shift that as the default for all their other customers, maybe we can start to move the dial,” he suggested, highlighting the potential for widespread impact through supply chain innovation.

The Power of Collaboration and Collective Action

Andy is a strong advocate for collaboration, both within and beyond the music tech industry. He co-founded the Greening Music Tech group, a platform that brings together professionals committed to sustainability in music technology. “We just keep gathering up people here interested in this stuff,” he said, reflecting on the group’s growth from a handful of members to nearly a hundred. This community of practice serves as a crucial forum for sharing knowledge, best practices, and resources.

Andy also emphasises the importance of transparency in driving industry-wide change. He encourages companies to be open about their sustainability efforts, even when they fall short.

“We should be sharing everything that we’re doing to date, really,”

he argued. This openness not only fosters trust but also encourages other companies to follow suit, creating a ripple effect across the industry.

Innovating for a Greener Future

Looking to the future, Andy is committed to pushing the boundaries of what is possible in music tech sustainability. He envisions a future where products are designed for sustainability from the ground up, with an emphasis on recyclability and minimal environmental impact. “It’s not just taking one material, swapping it out for another, and shipping the product as usual,” he explained. “It’s can we start to change the design of the product so it’s either really easy to recycle at the end of life or does it use less material.”

Andy’s vision extends beyond Focusrite. He is actively involved in the Music Industries Association (MIA), where he is working on a UK-wide net zero transition plan for the music industry. This ambitious project aims to provide a roadmap for companies across the sector, from small music shops to large manufacturers.

“One of the first things hopefully I’ll do in the next few months is release an MIA-branded UK net zero transition plan for the music industry,”

he shared, demonstrating his commitment to driving change at a national level.

Conclusion: Leading by Example in the Music Tech Industry

Andy Land’s journey as a sustainability leader in the music tech industry is a testament to the power of passion, innovation, and collaboration. Through his work at Focusrite and beyond, he has demonstrated that it is possible to balance the demands of a dynamic industry with the imperative of environmental responsibility. As he continues to push for greater sustainability in music technology, Andy’s efforts serve as an inspiring example for others in the industry to follow.

In a world where every action counts, Andy Land is proving that being “unreasonably effective” in sustainability is not just a goal, but a necessity. His work reminds us that the journey towards a greener future is a shared responsibility, and that together, we can make a significant impact.