- Posted on July 25th, 2025
JB X Billie Eilish – Reflecting on the Power Music Has to Connect with Fans, Inspire Change, and Champion Hope
Over a week on from being surrounded by over 120,000 Billie Eilish fans, listening to her biggest hits, and having inspiring conversations with fans, charities, and support staff, it’s time for the (un)official debrief. JB’s Environmental Coordinator Grace Redmond and Climate Change and Sustainability Specialist Tenaya King share some reflections from taking part in the Changemaker Initiative inside the O2 Arena, London.
Being part of the Changemaker Initiative
JB was honoured to be invited to be part of the Changemaker Initiative, which provided us the opportunity to join a group of nonprofit organisations based locally to her sold-out 6-night O2 residency. Located within the O2’s concourse, we were primed and ready for the 20,000 fans per night to talk about all things music, climate, and their ideas on the power of music to change the world.
We were joined by a number of other nonprofits including; Support+Feed, Made in Hackney, Music Declares Emergency, Zero Hour, Climate Live, Possible and green new deal rising, who were all invited by REVERB to be involved with Billie’s touring Eco-Village – which aims to connect fans to local climate and community nonprofits.
I had the pleasure of volunteering for the first two nights of the Eco-Village, and really had no idea what to expect. Will fans want to talk to us about the planet, diverting their attention from finding their friends and seats before the show? As the doors opened and fans flooded the O2, we had a queue wanting to speak to us and learn more. Warmly surprised, and enthused by the genuine interest expressed by our now rapidly forming crowd, this was to be the beginning of a joyous evening.
Inspiring action inside the O2
As the crowds grew, so did people’s curiosity. Armed with a large planet pin-board and prompts to get fans thinking about why they care for the planet, we began collecting ideas, thoughts, feelings, and reflections of why fans believe it is important to care for the world around us and the role which music has to drive change.
We started seeing some really core themes coming through – from both conversations we had, but also from the written notes pinned proudly on our planet. We spoke to fans who were inspired by Billie’s own actions and passion for our planet, who had taken action of their own – with a number noting they had signed up to Support+Feed’s pledge to eat one plant-based meal a day for 30 days, others commenting on how impressed they were that there was a touring Eco-Village to connect to local charities, and many noting the clear venue-led approach of the O2 in supporting Billie’s environmental goals of the Hit Me Hard and Soft Tour. The core message from fans was one of hope, momentum, and pride in Billie’s sustainability efforts – it’s one of the biggest reasons why they love her as an artist.
As an avid gig-goer, the sustainability efforts of the O2 and Billie’s touring team combined were clear to see. From helping to host the Eco-Village, showcasing fan sustainability ideas through their large advertisement spaces, encouraging the use of public transport options, and offering only vegetarian and plant-based food choices, this tour’s sustainability initiatives extended far past a tick-box exercise, with sustainability at the heart of its complex operation. It was visible and integral to the show – in the intermission before Billie’s set, a short video played for the waiting fans about her sustainability efforts across the tour, including transport, vinyl production, food, clothing and more.
Taking steps together
What surprised me the most about my experience volunteering was the broad range of fans we spoke to. From speaking with 4 year olds that like watching the bees in their garden, to meeting other sustainability professionals who were taken aback by the amazing sustainability work which was front and centre of the evening. Sometimes working in the environmental sector can be challenging, when you’re battling with the latest news headlines about our planet and people. Yet speaking with so many inspired people gave me hope that a quiet majority care deeply, are making changes in their lives to save a small bit of our planet, and are proud to support artists that share similar beliefs.
And finally, once we were given the 15-minute showtime call, we were able to join the other volunteers from the Eco-Village to watch Billie’s show. As a long-standing supporter (and fan myself), sitting amongst a crowd with whom I had many conversations about looking after our planet, watching an artist performing some of my favourite songs: it made for an incredibly joyous evening.
Music has always been core to connecting people with each other, to feelings and reflections of lived experiences, and to provide space to feel. Billie’s tour provided room to connect with fans, nonprofits, feelings about the climate, and reflect on what is in our power to change. Underpinned by it all is hope – together with artists and fans, anything is possible.
Music has the power to change the world, and Billie and her fans agree with us.
Header image: Grace and Jocelyn at the stand