Kirsty KawanoTo mark the end of this year’s Tokyo Dance Music Week, the final installment of the online festival will be powered solely by renewable energy. The September 13 event will be broadcasted from the main deck of Tokyo Tower using only renewable energy supplied by Minna-denryoku, Inc.
The company hopes its involvement will raise public interest in renewable energy and environmental issues. It believes that each consumer’s shift to renewable energy will lead to the creation of a decarbonized society.
Under the slogan of “Music Don’t Lockdown,” writer Seiko Itoh proposed the online approach this year as a way to support artists affected by the spread of the coronavirus. Musicians and DJs will perform live from their homes or an audience-less venue. Listeners can make donations to support them.
Carbon dioxide emissions will be calculated based on the amount of electricity used to hold the event and will be offset via the J-Credit Scheme.
Linking suppliers and users of renewable energy
Minna-denryoku sources electricity from more than 150 renewable-energy power plants. In addition, its website shows photos of those providers and provides information about them, linking the community of electricity generators to users. Providers include community groups, companies and even schools throughout Japan, and they are often based in rural areas.
The power is produced via hydroelectricity, solar, wind power or biomass generation.
Minna-denryoku says, according to an estimate released by the Ministry of the Environment in 2015, if renewable energy is introduced in Japan to the maximum degree possible, 33% of domestic electric power generation will be supplied by renewable energy in 2030.
The company also shares how it has the highest utilization rate (68.67%) of renewable energy among Japan’s 153 retail electricity providers who supply more than 300 megawatts of low-voltage electricity annually.
The renewable energy of music
Tokyo Dance Music Week is held annually in the week of September 9. This year it began on Monday, Sept. 7. The finale, titled “#MDL Renewable energy of music,” will be held Sunday, September 13 from 6 p.m. to 10 p.m. Japan time, starting with a group discussion.
You can access the event via these websites:
- The #MDL official channel: https://www.showroom-live.com/005d53907562
- Tokyo Tower’s official channel: https://youtu.be/NxMC4e1A8SgPreview
- Radio station J-WAVE’s official channel: https://www.youtube.com/user/jwavechannel
Making a valid choice
Renewable energy is often labeled as unreliable, so demonstrating to the public that it is a valid choice is an important marketing step. Appealing to the younger generation, which is typically more open to alternatives, is likely to be an effective approach.
While COVID-19 is keeping us apart physically, it is also making us appreciate our social connections. It has given us space to reevaluate our lives and reminded us of our need for electricity and clean air, too. Perhaps these conditions will produce a shift toward renewable energy.
[Website] Tokyo Dance Music Week
