Anamaria Hâncu, Let’s do it, Romania! & ALDA: “In Romania, there are no music events dedicated to sustainability”

Anamaria Hâncu is a prominent figure in Romania, known for her pivotal roles in both social and entertainment spheres. She co-initiated and currently serves on the board of Let’s Do It, Romania!, a major social movement that has engaged over 2.2 million volunteers in a nationwide cleanup effort.

Additionally, Anamaria has been a key player at Global Records for nearly a decade, where she has held various positions, including Promotion Manager, Artist Manager, and Label Manager. Global Records is a leading Romanian record label representing renowned artists like INNA, Antonia, Carla’s Dreams, and others. Beyond music, Anamaria serves as the PR&CSR Manager for ALDA, a global events company renowned for producing the SAGA Festival.

Mastering the Music Business is the first and biggest international music business conference and showcase festival in Romania. Dedicated to all music enthusiasts, MMB is the place where both independent artists and key music business professionals are offered the opportunity to meet with leading experts in the local and international industry, learn from them, and interact with them directly. The event will take place between September 5-7, in Bucharest.

How are musicians incorporating sustainability into their creative process, and what impact does this have on their music?

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For the moment, in Romania, there are no sustainable ways used constantly. However, some artists are aware of the importance of being sustainable in everyday life and they get involved in eco-friendly campaigns and projects, they use sustainable instruments, for example.

Coldplay is the band that made a huge statement regarding the impact we all have on this Planet and they started the most sustainable tour ever: from merchandise out of cotton and organic materials, using local food, green technologies, travel with electrical cars, everything that it’s possible to be as eco-friendly as possible.

There are also other examples of public figures who adopted this eco-friendly behavior as a day-to-day lifestyle: Leonardo DiCaprio, Jane Fonda, Angelina Jolie, and David Attenborough.

What role does the music industry play in promoting environmental awareness and sustainability on a global scale?

The music industry has a big impact and I believe it will grow significantly: from eco-friendly songs to huge statements such as Coldplay did, which is also a significant contribution, to more artists taking over this message. I believe music has a special force and I truly hope it will raise a lot of awareness of sustainability, as much as it did with other topics like education, and poverty.

Read also: Anca Lupes, MMB: “So far Romania excels in exporting pop-dance music but there are also other artists performing or being listened to around the world”

Is there a growing trend of eco-friendly music production techniques in Romania or worldwide, and how do they contribute to a more sustainable industry?

As far as I know, in Romania, these eco-friendly techniques are not applied yet, but globally, more and more companies are using recycled materials for their equipment, companies that reduce waste during production, and work with environmentally friendly partners. Also, they use energy-efficient lighting options, it’s also important to have a proper disposal of electronic waste: Electronic waste can be hazardous to the environment, so it’s essential to dispose of it correctly through electronic recycling programs. 

What innovative collaborations exist between musicians and environmental organizations to drive sustainability-focused initiatives?

For example, in Romania, we had a campaign initiated by a retailer, LIDL, together with artists like Deliric and Subcarpați to promote the importance of recycling and create an army of eco-friendly people, which was a pretty great campaign.

Also, at Let’s Do It, Romania!, we had artists supporting us from the very beginning: Smiley, Adrian Despot, INNA, Delia, Carla’s Dreams, Antonia, Zoli Toth, and The Motans. They were and are our ambassadors and their support meant the success of our actions since we managed to get to a lot of people. 

How can local communities use music as a tool to promote sustainable living and connect with environmental initiatives?

In my opinion, music is a trigger, a way of getting to a lot of people or the ambassadors who support the causes, but people should be the ones choosing what it’s important to do in their communities or follow the work of NGOs doing projects in this field.

Are there genre-specific differences in how artists approach sustainability in their music and lifestyles?

Yes, from singer-songwriters approaching the eco-friendly message, either pop or urban, to their bands introducing eco-friendly instruments, to indie artists doing videos or live sessions in the forest, in nature in general.

Do you believe that music can play a role in influencing consumer behavior towards more sustainable choices, and if so, how effective is this influence?

It’s an essential aspect, but I believe it should be a mix of art /culture/ music, brands, artists, mass media, and authorities so that the impact grows.

Are there any upcoming music events or projects that are specifically dedicated to promoting sustainability, and how can audiences get involved?

As far as I know, in Romania, there are no music events dedicated to sustainability, but there are projects created by NGOs where artists can get involved and they can support them and also, send this message of being responsible and eco-friendly.

The NGO I co-created – Let’s Do It, Romania! – does a national clean-up every year in September, where 2.2 million volunteers participated until now from 2010. This year, we have World Clean Up Day on the 16th of September together with 191 countries in the entire world. 

How do you think events like “Mastering the Music Business” contribute to the global exchange of ideas in the music industry, especially in areas like sustainability, artist management, and festival programming?

Events like “Mastering the Music Business” contribute to an industry open to dialogue, collaboration, to development, an industry more and more ready to surpass national borders and open to multicultural exchange, and shared experiences.

The entertainment industry has seen significant changes, especially in the post-pandemic landscape. How do you envision the future of live music events and festivals, and how are you adapting to these changes in your current role?

One thing is for sure after the pandemic: people are eager to enjoy more and more festivals and live events, they want to experience their favorite artists performing and have an escape from reality once entering the festival grounds. This is for sure a growing part of the live events area. It’s important to offer a more and more outstanding experience for the festival goers and music lovers in general, an amazing line-up, focus on their wishes and needs to transform the live event into a surreal experience. A realm.

I believe there will be more and more tours, concerts, festivals, evolving experiences, great productions, and significant live music performances.