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30 SECONDS TO MARS SHOOTS NEW VIDEO NEAR ARCTIC CIRCLE

30 Seconds To Mars has released its latest “short film,” for the title track of its 2005 album, A Beautiful Lie. The clip was shot 200 miles north of the Arctic Circle in Greenland, the first time a music video was ever filmed in the region. To offset the environmental impact of the production, the band and filmmakers worked with the Natural Resources Defense Council (NRDC) on a plan to minimize fuel consumption on the shoot. They also purchased renewable energy certificate products called North American Blend Green Tags from the Bonneville Environmental Foundation, which supports new renewable electricity generation.

Lead singer Jared Leto said in a statement, “Shooting in Greenland was a dream come true and one of the most exciting adventures we’ve ever had as a band…Almost everyone has heard of global warming by now but for the people of Greenland it is a real and tangible problem of today, not an issue of tomorrow. This journey changed our lives.”

In addition to the initiatives behind the new video, 30 Seconds To Mars has also pursued projects such as environmentally responsible touring. Leto told us that he feels every little bit helps: “You know, it’s, you take baby steps sometimes, you want to do more and more and more, but you have to be content that the intention sometimes is the most powerful thing.”

The video for “A Beautiful Lie” premiered on Wednesday (January 30th) in the U.S., Canada, Australia, New Zealand, Japan, Mexico, Brazil, Spain, Sweden and Denmark through MySpace.

The band’s previous clip, for the song “From Yesterday,” was the first American music video shot in the People’s Republic of China.

Climate experts have reported that Greenland is beginning to contribute significantly to sea level rise and is losing between 52 and 63 cubic miles of ice mass each year.

30 Seconds To Mars has also launched a web site, abeautifullie.org, where fans can learn more current environmental issues and how to participate in environmental activities.

The band also recently began pre-production on its third album.

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