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 launch Sounds Right, a global music initiative that recognizes the value of nature and channels music royalties into conservation. The team refined the impact model, designed fund governance, identified ecosystems for focus, and engaged 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.