How Hydrogen Fuel Cells are Impacting the Entertainment Industry Through Sustainability and Innovation
Connor Dolan
Fuel cell vehicles (FCVs) powered by hydrogen are gaining more attention in the United States and abroad as environmental and energy security concerns continue to soar. Celebrities have a certain influence on the public; often shown through endorsements and partnerships. Through this influence, stars can bring attention to environmental issues by publicly using eco-friendly products such as zero-emission FCVs. Celebrities have been seen behind the wheel of FCVs, for both promotional purposes at industry events, and increasingly as consumers themselves.
Hydrogen in the Music Industry
Putting on a concert can consume a great deal of energy. From powering lighting, to amplifiers, to transportation, touring music groups produce carbon emissions in large quantities. In the United Kingdom, it is estimated that live music generates 405,000 tonnes (~446436 tons) of greenhouse gas emissions annually. Bands can take steps to mitigate their environmental impact, and hydrogen fuel cells are becoming a possible solution.
Recently, South Korean pop band BTS has partnered with FCHEA member Hyundai Motors. The K-pop group arrived at the 62nd Grammy’s show at the Staples Center, Los Angeles, in five Hyundai Nexo SUVs, attracting attention for their partnership promoting the FCV. The show coincided with the launch of Hyundai Motor’s Global Hydrogen campaign, embracing BTS as the new Hyundai Global Brand Ambassadors.
BTS Hyundai Global Brand Ambassador campaign. Source: Hyundai
Rock band U2 used FCVs at their Tokyo show last December, powering the entire audio effects and control system backline with hydrogen. Four Toyota Mirai fuel cell vehicles were parked backstage, generating clean, renewable energy from hydrogen originally derived from solar power for the band’s instruments.
Backstage Toyota Mirai fuel cell vehicles powering Irish rock band U2’s show. Source
The Toyota collaboration began on a 2017 tour, where they displayed fuel cell-powered Mirai sedans at several stops in North America. According to U2, the band is one of the first international touring rock bands to use hydrogen power at a show.
Celebrities as Green Leaders
Hollywood public figures are especially known to attract attention with new, eco-friendly technology, and the growing use of fuel cell vehicles within the community has not gone unnoticed. An article by The Hollywood Reporter pointed to eco-centered pre-Oscar events that featured high profile individuals Jane Fonda and astronaut Buzz Aldrin riding in FCVs and noted that actors Mena Suvari and Sean Astin owned their own Toyota Mirai fuel cell vehicles. Sean Astin went as far as posting about how much he enjoyed the car, highlighting the quick acceleration and smooth handling. Even the Leonardo DiCaprio Foundation, named after the environmentalist mega-star, has awarded grants Energy Independence Now. Energy Independence Now works to support clean and renewable technology, especially renewable hydrogen.
Joely Fisher riding a BMW Hydrogen 7 Series from BMW Clean Energy. Source
Actresses Cameron Diaz and Joely Fisher both made pro-environmental statements by driving the BMW Hydrogen 7 luxury automobile more than a decade ago.
Brad Pitt arrives in a BMW Hydrogen 7 to the premiere of Ocean’s 13 in Hollywood in 2007. Source
Other high-profile figures, Michelle Williams, Sofia Vergara, Bryan Cranston, and Serena Williams, have all voiced their support for FCVs and have taken them for test drives through Los Angeles.
Natalie Portman exiting the Mercedes-Benz B-Class Hydrogen Fuel Cell Car. Source
In 2014, then-celebrity couple Diane Kruger and Joshua Jackson drove a fuel cell vehicle through death valley and only drinking tailpipe water for two days.
As public figures, celebrities have a great deal of influence on the perception of products and new technologies. The backing of fuel cell vehicles has helped to push the technology into the mainstream, and it will further the development of infrastructure and commercial viability.