Sounds Right Wins Cannes Lions Grand Prix for Innovation by Crediting NATURE as a Music Artist

Key Impact Points:

• NATURE officially launched as a credited artist on Spotify and other streaming platforms, turning natural sounds into royalties for conservation.
• Over $225,000 already committed to frontline Indigenous-led conservation in the Tropical Andes; projected to exceed $500,000 by 2026.
• Sounds Right unites Spotify, AKQA, EarthPercent, UN Live, and global artists in a first-of-its-kind campaign merging culture, tech, and climate action.

NATURE Gets a Grammy-Worthy Debut

The Sounds Right initiative—developed by the Museum for the United Nations – UN Live in collaboration with Spotify, AKQA, EarthPercent, and others—just earned the Cannes Lions Grand Prix for Innovation for a world-first idea: crediting NATURE as a music artist.

Launched last year, the campaign lets fans support conservation simply by streaming music. Songs featuring ocean waves, birdsong, and rainforest ambience direct royalties to conservation funds, linking passive listening to active environmental impact.

From Playlists to Preservation

Over $225,000 has already been committed to Indigenous and community-led conservation in the Tropical Andes, with projections of more than $500,000 by 2026. All credited tracks are housed in Spotify’s “Feat. NATURE” playlist, featuring artists like Hozier, Ellie Goulding, AURORA, UMI with V of BTS, and Armaan Malik.

“Translating our love for music into nature conservation outcomes is powerful,” said Iminza Mbwaya, Global Program Manager for Sounds Right. “Become a fan of NATURE today.”

Behind the Scenes: A Global Coalition

AKQA shaped the concept and designed the campaign’s visual identity, including fonts inspired by sound waves. Spotify leveraged its platform and global reach to promote the initiative through social, in-app, and outdoor campaigns.

“By continuously working with global artists to credit NATURE in their music, everyone around the world can help fund nature conservation,” said Nicolai Smith, Chief Creative Officer at AKQA Europe.

“Sounds Right is a powerful example,” added Hanna Grahn, Head of Sustainability at Spotify. “Humanising the planet through music has helped to inspire action among fans and artists.”

Impact-Driven Music Movement

Guided by EarthPercent’s advisory panel of conservationists, Indigenous leaders, and scientists, future funds will support biodiversity protection in the Amazon and Congo Basins.

“We’ve seen artists motivated by their love of ecosystems and species to create music in a meaningful and reciprocal relationship with nature,” said Cathy Runciman, Co-Executive Director at EarthPercent.

Cannes Lions Innovation Recognizes Creative Environmental Action

The Innovation Lion celebrates technology and creativity with real-world impact. This win for Sounds Right reflects a growing demand for climate solutions embedded in culture, tech, and storytelling.

“Sounds Right is a truly disruptive mechanism with tangible impact,” said Mbwaya. “It’s more than a compelling creative universe.”