CANNES, FRANCE – In a significant victory for environmental advocacy at the intersection of creativity and commerce, an initiative positioning Nature itself as a music artist has been awarded the prestigious Grand Prix for Innovation at the Cannes Lions International Festival of Creativity.
The “Sounds Right” initiative, spearheaded by the Museum for the United Nations – UN Live in collaboration with global partners including Spotify, AKQA, and EarthPercent, received the top honor for its groundbreaking model that channels music streaming royalties directly into critical frontline conservation projects worldwide.
A Unique Approach to Funding Conservation
The core concept behind “Sounds Right” is elegantly simple yet profoundly innovative: treat natural soundscapes – the gentle lapping of ocean waves, the vibrant chorus of birdsong, the immersive ambiance of a rainforest – as musical compositions worthy of streaming on major platforms. By formally listing “NATURE” as an official artist on platforms like Spotify, the initiative allows listeners to consciously or passively generate revenue for conservation efforts simply by engaging with curated playlists and tracks featuring these sounds.
This mechanism transforms the act of listening into a direct, traceable contribution to environmental protection. Each stream generates a royalty, similar to how artists are compensated, but in this unique instance, these funds are earmarked specifically for conservation.
Collaboration Across Sectors
The success and recognition of “Sounds Right” underscore the power of cross-sector collaboration. The initiative was developed by the Museum for the United Nations – UN Live, demonstrating a commitment from a global institution to find novel solutions for urgent environmental challenges. Their partnership with Spotify, a leading force in the music streaming industry, provided the essential platform and reach to make Nature accessible as an artist.
Creative agency AKQA contributed the strategic and creative expertise needed to launch and sustain the campaign, while EarthPercent, an organization founded by Brian Eno connecting music with environmental action, plays a crucial role in guiding the allocation of funds. The collaboration extends to “and others,” indicating a broader network of support that has been instrumental in bringing this vision to life.
Tangible Impact on the Ground
The initiative is not merely a conceptual win; it is already delivering tangible results for conservation. “Sounds Right” has engaged millions of listeners globally, raising awareness about the value of natural sounds and, more importantly, generating significant financial resources.
To date, the initiative has already committed over $225,000 to Indigenous and community-led conservation projects. These are often the most effective stewards of biodiversity, possessing invaluable local knowledge and a deep connection to the ecosystems they protect. The initial funding has been directed towards critical conservation efforts in the Tropical Andes region.
Looking ahead, “Sounds Right” has ambitious plans to channel future funding into vital ecosystems under pressure, specifically targeting projects in the Amazon and Congo Basins. The strategic distribution of these funds is guided by EarthPercent’s independent advisory panel, ensuring that resources are allocated effectively to projects with the greatest potential for positive environmental impact and community empowerment.
Artists Lending Their Voices (and Nature’s Sounds)
A key element in expanding the reach and appeal of the “Sounds Right” initiative has been the participation of renowned global music artists. By incorporating natural soundscapes into their work or supporting the initiative through curated playlists, artists help bridge the gap between human creativity and the sounds of the natural world.
Artists who have lent their support and creativity include Hozier, known for his evocative and nature-infused music; pop sensation Ellie Goulding, a vocal environmental advocate; the ethereal AURORA; UMI, who collaborated on a track featuring V of BTS, one of K-pop’s biggest stars; and Indian music icon Armaan Malik. Their involvement helps draw new audiences to the concept and increases the streaming volume for Nature’s tracks.
Platforms like Spotify actively support the initiative, notably through the “Feat. NATURE” playlist, which showcases collaborations between human artists and the sounds of the wild, making it easy for listeners to engage and contribute.
Winning Against Industry Titans
The Grand Prix for Innovation at Cannes Lions is one of the most coveted awards in the creative industry, typically recognizing groundbreaking campaigns and products from the world’s leading commercial brands. For “Sounds Right” – an initiative focused on environmental good, featuring Nature as the ‘artist’ – to win this top prize over campaigns backed by massive corporate marketing budgets is highly significant.
It signals a growing recognition within the creative and business world that innovation can, and should, be directed towards solving pressing global challenges. The jury’s decision highlights the novelty, effectiveness, and scalable potential of the “Sounds Right” model as a disruptive force in funding conservation and raising environmental awareness.
By creating a seamless connection between a popular digital behavior (music streaming) and direct action for conservation, “Sounds Right” offers a compelling new paradigm. It demonstrates that value can be created and shared in ways that benefit not only human culture and commerce but also the health and preservation of the planet’s vital ecosystems.
The award at Cannes Lions not only celebrates the creativity and collaboration behind “Sounds Right” but also amplifies its message, encouraging more listeners, artists, and platforms to engage with Nature’s sounds and contribute to a more sustainable future. It positions Nature not just as a subject of art, but as an ‘artist’ whose work is essential to the well-being of the planet, deserving of recognition and financial support through innovative digital means.
