Recently the joint frontman, drummer, and multi-Grammy winner with the critically acclaimed band, The Roots, announced a partnership with the startup meat replacement company, Impossible Foods. The two announced that they are partnering to bring Philadelphia Phillies Fans vegetarian Philly Cheesesteaks branded as, “Questlove’s Cheesesteak.”
Earlier this week, Grimes, who depending on the angularity of your haircut, may either know as Elon Musk’s former romance who almost helped tweet Tesla out of existence— or as the Juno award winning musician who’s last full length was released in 2015, announced that her next full length, Miss_Anthropocene, is going to be inspired by climate change.
While both of these artists enjoy a smaller spotlight than an International pop-star, with freedom to explore their own creative pursuits, they are still artists who are recognized and active in the mainstream. Questlove’s band, The Roots, gets airtime every night that the mainstream pinnacle, The Tonight Show with Jimmy Fallon, is on. Grimes, despite curated ‘indie’ roots, has gone on to collaborate with Janelle Monáe, tour with Lana del Rey, go to the Met Gala with Elon Musk, etc. These are artists that definitely have mainstream pull.
What’s inspiring and hopeful about these projects (even if you don’t live in Philly or won’t likely stream Miss_Anthropocene) is that mainstream, or mainstream adjacent artists are now head on tackling ideas of climate change. Climate change has always been a topic amongst creatives, but amongst mainstream culture, there hasn’t been a distinct reckoning with any of the environmental realities that face us.
“Each song will be a different embodiment of human extinction as depicted through a Pop star Demonology,” Grimes told us in her album announcement, then continued, “Climate change is something I’m only ever confronted with in a sad/ guilty way…. Reading news and what not… so my goal is to make climate change fun (lol..??)…. “ This could inspire her contemporaries to follow suit, and start to consider their place in a society that is in the middle of a climate crisis.
If we are going to reduce carbon emissions, a part of what we are going to have to do is reduce (or eliminate) our consumption of meat, especially red meat. According to the Guardian, “beef cattle raised on deforested land result in 12 times more greenhouse gases and use 50 times more land than those grazing rich natural pasture.” Questlove’s Philly Cheesesteak could serve as a testing ground to see how new consumers will react to vegetarian options. The average demographic of a professional sporting game is generally not going to be the same demographic of vegans who are worried about climate, so offering a meat substitute (branded by a hometown hero) is a perfect way to potentially save some future carbon emissions.
While these are two extremely, very, small examples of climate action in the grand aggregate, these are still two very influential people lending their names and reputations to climate action. Impossible Foods isn’t likely paying Questlove a fortune, especially not the amount of money he could probably get from a less admirable brand. Grimes’ new album could totally flop. The great thing is, it doesn’t matter too much, because these will likely serve as catalysts to get more creatives thinking about what they can do to advert climate change.