Did you know nature 🍃 is officially an artist?

You’ve heard the phrase: 
“Messaging disguised as entertainment”

Well this here is an example of:
“Messaging and fundraising disguised as entertainment”

Let us explain. 👇🏻

On Earth day last week the Museum for the United Nations-UN Live, along with the help of AKQA (Hat tip for their creativity) launched a project called Sounds Right, and announced ‘Nature is now officially an artist’.

A playlist on Spotify where the sounds of nature feature on tracks by artists; and crucially get credited for their work with royalties going back to nature. 

It includes:

Bowie x Eno x Nature 
Ellie Goulding x Nature
Mo x Nature
London Grammar x Nature

Nature’s royalties and donations will go to Sounds Right and will be collected by EarthPercent, a UK and US-based charity before being: 

“Directed to biodiversity conservation and restoration projects in threatened ecosystems around the world”.

It is genius right? 

It goes against the grain of your stereotypical conservation and fundraising campaign:

✅ They’ve tuned ‘nature’ into our love of music 
✅ It creates value for people and brand ‘nature’
✅ It’s fresh, real and upbeat, no playing to the problem

Boasting 1,705,000 monthly listeners 🎧 
That’s some attention for nature.
All very little media money spent. 🚀