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Green Leaders Q&A #2: Jenny Hamada, Director of Events for European Festivals at AEG Presents

Jenny Hamada is Director of Events for European Festivals at AEG Presents, she’s responsible for the successful year-round planning, management and execution of world-renown festivals including BST Hyde Park, All Points East in London and Rock en Seine in Paris. Jenny is a driving force for diversity, sustainability, accessibility, community and inclusion and was recognised by the industry in 2019, winning the ‘Sarah Nulty Women In Festivals Award’ at the UK Festival Awards. 

1. What is the proudest sustainability achievement or moment of your career? 

Reducing BST Hyde Park’s site carbon footprint by over 80% in 2019

2. What was your worst ever decision, project or initiative and why?

Paper-based décor in a sweaty nightclub (aged 19).

3. What are you (or were you) excited about implementing this year/in the future? 

Eliminating all single use plastic from our bars (we’d already done it with food traders!)

4. Which environmental issue do you most care about?

Breathing healthy air

5: What change have made in your personal life that you are most proud of?

Buying clothes from more ethical shops.

6: What do you read to stay in touch with green issues? news

7. What is the most memorable live performance in your life?

Stormzy at Bestival!

8. Was there a moment you committed to taking action on climate change? 

When we realised there was so much more we could achieve and got more experts involved.

9. What is most important issue to tackle at your events? 

10. What do you think is the most significant challenge for the events industry becoming more sustainable? 

Conflicting advice on solutions. Each site is different.

11. Can you share something about/from another event or company that inspired you to make a change? 

Sharing knowledge with our US festivals.

12. What is the secret to your sustainable success?! 

An excellent team who give a shit.

13. Tell us something you feel positive about right now 

Reassessing what’s important.

14. Tell us a book, film or recent article you feel others should watch/read and why? 

A: The Overstory by Richard Powers. Save the trees.

15. Can you give people new to sustainability in events a top tip? 

Being new means you’re in a great position to question the norm.

16. What is the favourite festival moment of your career? 

I was blown away by Celine Dion.

17: What habit or practice has helped you most in your personal journey in life?

Squeezing in jogs where I can. And mindfulness.

18. Is there anything new you are planning for the future that you can tell us about? 

The new normal.

19. Will we save the world? 


 20. What would your sustainable super power be? 

 Captain carbon catcher.

 This Q&A originally appeared in our June Vision: 2025 newsletter. Sign up receive monthly event sustainability news, case studies and guest blogs direct to your inbox using the form below.