Challenge
Conservation efforts often face difficulties securing long-term funding, while the cultural sector remains an untapped force for environmental action and investment.
Solution
Axum partnered with the Museum for the United Nations (UN Live) and EarthPercent to conceptualize and launch Sounds Right, a global music initiative that recognizes the value of nature and channels music royalties into conservation. We refined the initiative’s impact model to estimate potential funds and audience reach, designed the structure and governance of the Sounds Right Fund, and identified critical ecosystems and initial grant-making criteria. The team also helped shape the overall strategy and lead early engagement with artists and music industry partners across Africa.
Impact
Sounds Right is pioneering a new way for the creative sector to support conservation by using music’s global influence to inspire collective action and generate sustainable funding for nature. Axum’s support helped ensure the model is evidence-based, globally inclusive, and built for long-term impact.