“Sounds Right”, a project developed by AKQA and the Museum for the United Nations – UN Live, aims at raising funds for conservation efforts through the sounds of nature. This initiative, launched on Earth Day 2024, invites music enthusiasts to participate and contribute to this cause, thereby emphasizing environmental responsibility.
The project has seen artists and musicians create original compositions inspired by nature. These are shared on various digital platforms to raise awareness about environmental protection and the urgent need for action. The project offers a unique way for individuals to commemorate Earth Day beyond traditional activities.
As momentum builds, the project is being embraced by individuals from different backgrounds, signaling a shared love for music and desire to protect nature. Notably, nature is now recognized as an artist on Spotify, with sounds ranging from distant thunderstorms to forest birds’ harmonious chirping.
Nature-inspired tunes fueling conservation efforts
Mainstream artists like David Bowie and Ellie Goulding have also incorporated these sounds into their music.
The urgency of this project underscores the need to shift from exploiting nature to appreciating and recognizing its value. All funds collected from bookings and royalties will be managed by EarthPercent, a charity in the UK and the US, towards the restoration and preservation of endangered ecosystems globally.
The brand identity for “Sounds Right” encompasses endangered species threatened by habitat loss and pollution. The distinctive logo and color palette accentuate nature’s essence and the importance of its conservation.
Nicolai Smith, Executive Director at AKQA, emphasizes the potential of this globally collaborative project to engage listeners in everyday activities, thereby bolstering support for nature conservation. He strongly believes that incorporating elements of nature in music can instill greater respect for the environment.
The project team combines efforts to integrate nature, music, and technology to effect positive change in diverse ecosystems. With continuous learning and adapting, they foresee this project serving as a blueprint for similar initiatives and creating a broader, global impact. The ultimate dream of the project is to create harmony between human activities and nature’s tranquility, stepping towards a healthier world for future generations.
