A New Sustainable Culture

Through the rise in pop culture, climate change awareness has increasingly been integrated into the entertainment industry. Particularly in the Black community, multimedia cultural campaigns are used to increase interest in environmental movements with the use of light-hearted, fun content. Artists, musicians, and influencers are leveraging their platforms to highlight the impacts of climate change and promote sustainable practices, which, in turn, provides easily accessible resources and information to marginalized communities that empower them to participate in the fight against climate change. 

Black Communities and Environmental Justice

Populations of color face disproportionate energy burdens caused by climate change. A study conducted by Rice University found that Black communities were more prone to live in vulnerable areas, a generational problem caused by the history of Black gentrification. Even now in 2024, Black communities in Georgia are forced to pay higher electricity bills, despite having lower rates compared to other states, due to old and inefficient household systems. According to the National Black Environmental Justice Networks, African Americans were also found to breathe in 56% more pollution than they cause, whereas their White counterparts breathe in 17% less pollution than generated. African Americans are also 75% more likely than White Americans to live in polluted communities, leading to 13.4% of African American children suffering from asthma, compared to 7.3% of White children. 

Starting in the 1970s, some black musicians included environmental themes in their productions. Artist Marvin Gaye released “Mercy Mercy Me (The Ecology)” to tackle discussions about oil spills and mercury waste; funk group Earth, Wind, & Fire released “Burnin’ Bush” to bring awareness about the global destruction of Mother Earth. Those themes continue today in  music produced by Black artists, such as in the popular single “Feels Like Summer” by Childish Gambino, which conveys worries about uncertain impacts caused by global warming. Additionally, artists such as SZA have partnered with brands to promote sustainable merchandise, encouraging a societal paradigm to rely on eco-friendly products. 

Representation and Education

With more than 50% of the world’s population active on social media, people are continuously exposed to the influx of information circulated by entertainment. Through the entertainment industry, climate news has become increasingly accessible and engaging, allowing communities to educate themselves on sustainability and mobilize action. Although hip-hop and rap were once considered controversial music genres due to themes of violence, drugs, and misogyny, there is a growing effort to utilize the storytelling aptitude of these genres for social and environmental commentary. Artists use rhymes and flow in hip-hop and rap to effectively share the living conditions, natural disasters, and climate injustice that people face. This empowerment of entertainment has motivated marginalized people to strengthen their community bonds and collaborate in fighting against climate change. The widespread influence of entertainment is fostering inspiration for a new culture promoting climate equity and agency, as well as the normalization of environmentalism in society.  

Who are the co-founders of Klean Energy Kulture?

Corey Dennard and Michael Hawthorne Jr. (Akachè Marcino) are the co-founders of Klean Energy Kulture, a non-profit environmental entertainment company. Corey Dennard, popularly known as Mr. Hanky, is a hit producer who has worked with top charting artists, including Snoop Dog, Usher, and Soulja Boy. Michael Hawthorne Jr., also known as Akachè Marcino, is an environmentalist and political organizer. Hawthorne has worked on Barack Obama’s first presidential campaign and Sierra Club’s Beyond Coal Campaign. Together, they lead Black communities towards climate resiliency through campaigning for clean energy.

Further Reading

• Canary Media: This Atlanta duo has a theory to drive climate action: Make it cool
• Medium: How Michael Hawthorne Jr Of Klean Energy Kulture Is Helping to Promote Sustainability and Climate Justice
• American Lung Association: Disparities in the Impact of Air Pollution
• Atmos: Composing Climate Change: The Radical Legacy of Black Musicians
• Climate Reality Project: Environmental Racism

For a transcript of this episode, please visit https://climatebreak.org/promoting-clean-energy-through-pop-culture-with-klean-energy-kulture-co-founders-michael-hawthorne-jr-and-corey-dennard/.