AKQA: Museum for the United Nations - UN Live’s Sounds Right

Nature has historically received no compensation for her vital contribution to music. This lack of recognition translates to a critical funding gap, hindering efforts to protect the world's most vulnerable ecosystems. The Museum for the United Nations sought a creative solution to acknowledge Nature's artistry and generate much-needed conservation funding.

AKQA partnered with the Museum for the United Nations - UN Live to develop "Sounds Right," a groundbreaking music initiative that officially recognises NATURE as an artist.

The core idea was to feature sounds from diverse ecosystems in musical tracks, crediting NATURE alongside renowned global artists. Every time these tracks are streamed, royalties are automatically generated for nature conservation efforts.

AKQA crafted the storytelling, designed the visual identity and developed the global launch campaign, building anticipation by teasing collaborations between top artists and the world's greatest, yet uncredited artist. 

The campaign spotlighted NATURE as the artist, drawing attention to collaborations through a "Feat. NATURE" playlist on major streaming platforms. A bespoke web experience was designed to showcase the initiative to the world, serve as a hub connecting artists and organisations with NATURE and unfold the funding mechanism behind “Sounds Right.”

The "Sounds Right" campaign sparked a global musical celebration, spanning from New York to Indonesia. Spotify in-app promotions reached millions of music fans, driving engagement with NATURE's music.

Leading up to Earth Day, tracks featuring NATURE in collaboration with artists like David Bowie, Ellie Goulding, and V of BTS were launched. By creatively reframing Nature as an artist, "Sounds Right" successfully transformed the perception of environmental conservation, turning it into a vibrant, collaborative, and globally resonant movement. The initiative established a new platform for a fine-tuned ecosystem.