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London, 25 February 2009 - Last December, Maggie Crowe from The BPI (formerly known as
British Phonographic Industry), Ged Doherty (BRITs Chairman) and the marketing team from Sony Music
agreed that this year’s BRIT Awards Album 2009 needed to follow the BPI’s commitment to help the
music industry go green.
After extensive research, the team chose Sony DADC as its replication and packaging partner.
The solution was a new packaging line called Bend-it Green. It can be made from 100% recycled or
FSC/PEFC certified material and uses a variety of environmentally sustainable inks, glues and
varnishes.
Bend-it Green is easy to use (bend out disc holder), it contains no plastic and provides
carbon footprint savings of more than 50% compared to Digipak. It is full-surface printable, cost
efficient and easy to recycle - no separation of components
Bend-it Green is available in various CD and DVD options with multiple pages (including 4pp,
6pp, 8pp) and an additional booklet insertion is possible in sleeve, slot, pocket or glued booklet
form.
In addition to its purpose designed packaging products, Sony DADC has established a Green
Partner Programme which implements eco standards that are more exacting than those applied under
current EU standards.
The Green Partner Programme ensures that all components and materials used in production by
either Sony DADC itself or their contracted suppliers are tested to the highest standards of
compliance. All Sony DADC suppliers are required to participate in the programme and testing is
provided via independent testing laboratories.
And the winner is….Bend-it Green
So effective has this project been in reducing the carbon footprint of an album, that it has
been recognised by Julie’s Bicycle, a UK-based music industry-led organisation set up to recognise
commitment to reducing green house gas emissions and promote environmental sustainability.
The BRIT Awards Album 2009 is the first of its kind to be awarded the Industry Green Standard
for CD packaging, branded as the Music Industry Green Mark.
“We are really pleased to pilot the Industry Green Standard on this packaging product. The
reduction in CO2 produced as a result of the commitment to environmental responsibility was
exceptional, so congratulations to Sony DADC and the BRITs team to source a product that is an
exemplar of good practice” commented Alison Tickell, founder and moving force behind Julie’s
Bicycle.
About Sony DADC
Sony DADC is a leading disc and digital solution provider for the entertainment, education
and information industries, offering world-class optical media replication services, digital and
physical supply chain solutions and software services. The world’s largest optical media production
network consists of twenty-eight optical media production, distribution and digital facilities
worldwide. European distribution facilities are located in Frankfurt, Paris, Madrid, Gothenburg and
Enfield, UK. Manufacturing sites are located in Salzburg and Southwater, UK.
Sony DADC UK
Kent House, 14-17 Market Place, London
For more information, please contact:
Scribe PR
Bob Charlton
(t) +44 1884 860100
(w) www.scribe-pr.com
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