Imagine a world where the greatest artist of all time—NATURE—is finally credited, compensated, and protected for her life-giving soundtrack.
Sounds Right is making that world a reality—by turning nature into a music artist and directing streaming royalties toward biodiversity protection. Created by the Museum for the United Nations – UN Live – and developed in partnership with music, conservation and creative organisations – this global initiative fuses music, conservation, and culture to fund community-led climate action through the simple act of listening.
At a time when nature is in crisis and conservation underfunded—Sounds Right reaches new audiences through the most universal cultural language: music. Although over 50% of global GDP depends on nature, financing and up to $359 billion is needed annually for climate adaptation.
Sounds Right flips the script—transforming listening into environmental action—reframing nature not as background noise, but as a co-creator—and pioneering a fresh, creative funding model rooted in the global ritual of streaming.
Launched in 2024, the initiative has already generated 200M+ streams, 20M+ listeners in 181 countries, and over $225,000 in conservation funding, with $350,000 more on the way in 2025. Over 60 “Feat. NATURE” tracks span oceans, rainforests, and global music genres. Billboards in Times Square, Copenhagen, and London introduced NATURE as a credited artist. Live performances at COP16, UNGA, and climate weeks brought the message to global policy stages.
Sounds Right supports climate action, biodiversity and marine protection. With a self-distribution tool in development, any artist will soon be able to feature NATURE—scaling impact across sectors. Every stream is a step toward protecting the planet. Sounds Right is redefining what climate action sounds like.
Join us in spotlighting the Heroes of Tomorrow. From transforming sound into action to reimagining the future of our planet, finalists like Sounds Right are proving that hope isn’t passive—it’s powerful.
