SOUNDS RIGHT
4.6 billion years ago a star was born, but never credited for her work
- until now.
Sounds Right is a world-first music initiative to recognise NATURE as the artist she truly is, making all tracks on global streaming platforms that credit NATURE automatically generate royalties for worldwide nature conservation. Now, fans of music can become fans of nature simply by doing what they already love doing: Listening to music.
NATURE’s royalties is 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) and from there the royalties are distributed to nature conservation and restoration projects in the world’s most precarious ecosystems under the guidance of the Sounds Right Expert Advisory Panel.
Agency: AKQA
NATURE debuted with 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.
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.
