Challenge:
Conservation efforts often struggle to secure long-term funding, and the cultural sector remains underutilized as a driver of environmental action and investment.
Solution:
Axum worked with the Museum for the United Nations – UN Live and EarthPercent to establish the foundation for Sounds Right, an initiative that channels music royalties into a dedicated global conservation fund. Axum contributed by refining the initiative’s strategy and value proposition, building out its legal and operational infrastructure, designing a governance model, and leading early engagement with artists and music industry stakeholders across Africa.
Impact:
The initiative is creating a new model for how the creative sector can support conservation, using music’s global reach to spark action and generate funding for nature. Axum’s involvement has helped ensure the approach is globally inclusive from the outset and built for long-term sustainability.