Sounds Right (case study)

Museum for the United Nations – UN Live and Spotify joined forces in "Sounds Right" to elevate natural soundscapes as credited musical compositions and drive conservation funding. By officially naming “NATURE” as an artist on major streaming platforms, the campaign redefined streaming habits: listening to birdsong, waves, or rainforest ambiance became a way to support biodiversity. Every play of tracks featuring NATURE—whether standalone nature recordings or songs by global musicians tagged “feat. NATURE”—generated royalties earmarked for conservation initiatives managed by EarthPercent and guided by a UN-backed Expert Advisory Panel. This innovative approach repurposed passive listening into active ecological support.

The campaign launched on Earth Day across Spotify and other streaming services, with a curated “Feat. NATURE” playlist featuring collaborations from artists including Brian Eno and David Bowie, Ellie Goulding, AURORA, and Indian pop star Armaan Malik. Spotify bolstered the effort through homepage takeovers, in‑app promotions, social amplification, and offline advertising. From New York to Miami, London to Indonesia, the initiative sparked global awareness by blending Earth Day messaging with music‑driven engagement. Fast Company dubbed nature's official artist role “music you can feel good about,” and projections estimated 600 million streams could raise over $40 million for conservation within four years.

Built for longevity, Sounds Right created a bespoke digital hub, strong visual branding by AKQA, and a network of multi‑sector partners—from acoustic ecologists and recordists to environmental NGOs and indigenous representatives. Major funding milestones included a $225 000 grant to conservation projects in Colombia’s Tropical Andes at COP16, sourced entirely from streaming royalties. By converting everyday listening into tangible impact, "Sounds Right" demonstrated that artful innovation can reshape how culture, commerce, and conservation coexist in the AI and streaming era.