When your music is global, so too is the influence you exert, and while some artists have hastily sought out the protection of publicists, agents, and blacked-out limousine windows, Coldplay frontman Chris Martin has chosen to pursue a rather more visible, audible route toward cultural change. By Danny Bowman 70 <strong>Global</strong> <strong>Goals</strong> <strong>Yearbook</strong> <strong>2019</strong>
DISTRIBUTION OF PROSPERITY Chris Martin’s willingness to speak out is well-known. As much as it has served him as a respected statesman of political pop, by his own admission there have been occasions when he has found himself banished to the Bono or Bob Geldof corner of global philanthropy. “It’s not a place I’ve ever sought out,” he laughs. In truth, it is an unfair slant for an artist whose lyrical prowess is simply a reflection of a genuine plea to see us move somewhere closer toward global equality. He credits the birth of his daughter Apple – <strong>with</strong> filmstar former wife Gwyneth Paltrow – in 2004 as being the point at which things changed. “Things really began to gather pace,” he explains. “It’s not as though global ills weren’t in my mind before then, but I think when you have children, your perception of pretty much everything intensifies. I also began to appreciate the fact that on stage, in interviews, and through lyrics, musicians have perhaps a greater ability to influence and to get people thinking about things than almost anyone else. If you can get the right melody <strong>with</strong> the right message,” he continues, “you’ve got an ethical, everlasting message that will stay in someone’s head for a long time, and to not use that opportunity would be wrong.” Martin’s first major foray into philanthropy came in 2002, when he accompanied Emily Eavis – co-organizer of the legendary annual Glastonbury Festival – to the Dominican Republic and Haiti to be shown where money donated by the festival to Oxfam had been invested. It was also a trip that opened up the singer’s broader understanding of the power and importance of the fair trade concept, something he would go on to explore further in future overseas trips, not least three years later in Ghana – again <strong>with</strong> Oxfam – as part of the Make Trade Fair project. From the moment the touring party left the parking lot at the Dominican Republic’s main Punta Cana Airport, the realization quickly dawned that Western minds were not solving the crisis, they were exacerbating it. “The first thing was the tough working and living conditions people were having to endure,” he says, “and at the heart of these were the grossly unfair trade rules. In cloud cuckoo land where we live, I don’t think we appreciate what those people have to go through just to survive every day. The difference in real money that ends up in people’s pockets when countries such as the Dominican Republic and Haiti sell their product to a fair trade company – as opposed to when they sell it to a ‘fat-boy’ company like Nestlé – is profound,” says Martin. “To us, as consumers, it’s about 20 pence per jar, yet to the grower, it can be up to $90 per hundred-weight of coffee. That’s a week’s worth of food.” In Haiti, things were slightly better, <strong>with</strong> cooperatives already using nurseries to cultivate the best crops, then handing them out to each farmer who had signed up for the scheme. “We met a farmer – he told us that when he sells his coffee to a fair trade company, he gets paid almost three times as much. Trade justice, put simply, is a matter of life and death, but it’s also about human dignity and equality.” The musician also admits to being shocked at the quantity of unwanted Western goods that were being “dumped” on the island. >> <strong>Global</strong> <strong>Goals</strong> <strong>Yearbook</strong> <strong>2019</strong> 71
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