"When I took over the wetlands [a pioneering eco-minded music club in New York] in 1996, it was so hard to keep the business green. So my brother and I founded an environmental-consulting firm where we help companies such as GE and Ralph Lauren. But I wanted to go beyond the corporate world, and in 2006, I started the Green Apple festival. We use music to get people out to free events where they're going to learn something."
