Sounds Right

Strategi

Sounds Right is an initiative by Museum for the United Nations - UN Live, a non-profit association with the dedicated purpose of engaging people across the world in actions for a just and sustainable world.
As an agile extension of the United Nations, UN Live subscribes to, and advances, the United Nations’ values and goals across all of its work - including the Sustainable Development Goals.

By introducing NATURE as the first verified non-human artist on Spotify and other global music streaming platforms, the purpose of Sounds Right was to establish a self-sustaining funding mechanism to consistently repay Nature, the ultimate artist, through royalties so she can fund her own conservation.

Additionally, through powerful collaborations with global established artists, to inspire millions to reconsider how they, and their society, value nature.

The initiative is designed to be an evergreen initiative to consistently support nature conservation efforts worldwide. It is estimated to generate $40 million in conservation funding over the next four years and will engage a new cadre of music fans and producers to record thousands of nature sounds that will additionally contribute to conservation science.

As it scales through artist collaborations and industry partnerships, the initiative will continue to empower millions of fans to take environmental action and spark conversations globally about valuing nature in our society.

Løsning

Sounds Right is not just another nature playlist or another campaign - it’s a business model for nature to earn conservation funds through royalties for her instrumental contributions to music.

Every time you listen to a track crediting NATURE, royalties are directed to fund conservation and restoration projects in our most precious and precarious ecosystems.

NATURE’s royalties and donations will be collected by EarthPercent, a registered charity in England and Wales (1188391) and a registered 501(c)3 nonprofit foundation in the United States (EIN: 86-3830611). EarthPercent will distribute these funds to rights-based NATURE conservation and restoration projects in the world’s most precious and precarious ecosystems under the guidance of the Sounds Right Expert Advisory Panel, a group of world-leading biologists, environmental activists, Indigenous People’s representatives, and experts in conservation funding.

The Panel will consider projects with proven models of ecological and community impact, robust monitoring and evaluation frameworks, and delivered by organisations with the right capabilities. Projects in ecosystems with the highest levels of biodiversity and endemism will be prioritised, with initial analysis identifying Key Biodiversity Areas in the following regions: Madagascar and the Indian Ocean Islands; Indo-Burma, India, and Myanmar; Sundaland; Philippines; Tropical Andes; and, the Atlantic Forest.

The launch included a "Feat. NATURE” playlist with David Bowie x Brian Eno, Ellie Goulding, MØ, London Grammar, Bomba Estéreo, AURORA and many more, featuring and crediting NATURE in their tracks and remixes, alongside NATURE’s 65 solo ecosystem tracks.

By streaming tracks that credit NATURE, fans of music can become fans of nature - simply by doing what they already love doing: Listening to music.

To launch the initiative, NATURE rose to the occasion with a campaign that spanned the globe. From billboards to Spotify in-app promotions across 35 countries, and artists joining in to promote their collaboration with NATURE, the campaign reached millions of music fans.

The creative campaign was designed and narrated to spotlight NATURE, the artist, and draw attention to the global artist collaborations. The launch was featured by 458 media outlets worldwide with a potential audience of 3.6bn.