What Sounds Right does

Sounds Right is a nonprofit music initiative launched in April 2024 by Museum for the United Nations - UN Live (Fonden for Museum for the United Nations – UN Live), a Danish-registered foundation based in Copenhagen. The initiative creates an artist persona called NATURE, established with official profiles on every major digital streaming platform (Spotify, Apple Music, Amazon, Deezer, YouTube Music). Through a self-serve web platform, any artist with prior releases can submit tracks that incorporate real field recordings of nature as "feat. NATURE" releases; those tracks are distributed globally via DistroDirect under a 12-month exclusivity window, with post-distribution recording royalties split 50% to NATURE and 50% to the artist.

NATURE's royalty share is collected by EarthPercent (a UK-registered charity and US 501(c)3) and channeled into the Sounds Right Fund, which makes grants to rights-based, community-led biodiversity conservation projects in biodiversity hotspots — $225,000 was committed across four programs in the Tropical Andes in 2024, with Amazon and Congo Basin Key Biodiversity Areas slated for 2025. 90% of all music income and corporate donations flow to conservation, with the remaining 10% covering initiative costs. Funding is anchored on third-party grants from a coalition of roughly 30 founding and Global Impact partners, including Hempel Foundation, the Danish Ministry of Foreign Affairs, AKQA, Spotify, The Listening Planet, VozTerra, EarthPercent, and multiple conservation NGOs. Go-to-market blends product-led self-serve artist onboarding with community-led fan engagement across Instagram, X, TikTok, and YouTube, supported by advocacy partners (LD Communications, No. 29 Communications, Earthrise, The World We Want). Future plans include a public database of nature recordings for artists and acoustic ecologists.

Sounds Right is a non-commercial impact vehicle rather than a revenue-maximizing enterprise; it monetizes only enough to cover costs (10% of music income and donations), with the substantive revenue flow directed to conservation grant-making. Pricing for participating artists is free, with a 5% DistroDirect admin fee deducted before the 50/50 royalty split. The operating model, governance (Expert Advisory Panel), and distribution architecture are designed to scale globally while channeling value away from the initiative itself.

Name

Sounds Right

Legal name

Museum for the United Nations - UN Live

Website

https://soundsright.earth

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Sounds Right is a UN-backed nonprofit initiative that enables artists to release "feat. NATURE" tracks with real field recordings, routing NATURE's 50% royalty share through EarthPercent to biodiversity conservation projects in priority ecosystems.

Ownership category

akta.pro rank

Product category

Music Streaming & Conservation Platform

NAICS

Music Publishers (51223), Record Production and Distribution (51225), Record Production and Distribution (512250)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652)

akta.pro primary industry

Performance Rights Administration (PRO Affiliation, Cue Sheet/Setlist Processing) (MPAIABAE)

akta.pro secondary industries

Music & Audio Streaming Platforms (BPAMAJAC), Neighboring Rights Collection (Sound Recording Performance Rights) (MPAIAKAC)

Keywords

• Music streaming royalties
• Biodiversity conservation funding
• Music distribution platform
• Environmental nonprofit initiative
• Artist royalty sharing

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Streaming Royalties: NATURE receives 50% of post-distribution recording royalties from feat. NATURE tracks on streaming platforms. The remaining 50% goes to collaborating artists. EarthPercent collects and distributes NATURE's share to conservation projects.
2. Corporate Donations: 10% of corporate donations and music income cover ongoing initiative costs including artist outreach, music production, conservation fund management, and partnership management.
3. Public Donations: 100% of top-up donations from the public via NATURE's GoFundMe go to the Sounds Right Fund for conservation projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Sounds Right is a music initiative that lets artists release tracks crediting NATURE as a featured artist, with 50% of post-distribution streaming royalties directed to the Sounds Right Fund for biodiversity conservation. The Web-based platform uploads tracks globally to major DSPs via DistroDirect, requires no upfront cost to artists, and routes EarthPercent-managed funds to conservation projects in biodiversity hotspots such as the Tropical Andes, Amazon, and Congo Basin.

Product overview

Sounds Right is a music initiative — not a single software product but a platform combining three core offerings: (1) the Feat. NATURE Platform, a web-based music distribution system that lets artists release tracks with nature sounds as a featured artist, routing royalties to conservation; (2) the Sounds Right Fund, a charity-hosted conservation fund managed by EarthPercent that distributes royalties to biodiversity projects guided by an Expert Advisory Panel; and (3) a planned Public Nature Recordings Database. The artist persona NATURE serves as the branded identity across all streaming platforms, tying the initiative together as both an artistic construct and a conservation financing mechanism.

Differentiator

Problem solved

Functional benefit

Brands

• NATURE (the artist): An artistic construct formed by Sounds Right partners to recognize NATURE's contribution to music and ensure funds flow back to biodiversity conservation and restoration initiatives. NATURE functions as a featured artist on tracks, receiving royalties from streaming and donations that support conservation projects worldwide.

Products and services

• Feat. NATURE Platform A web-based music distribution platform that lets any recording artist with prior releases upload tracks featuring nature sounds, credit NATURE as a featured artist, and distribute globally to all major DSPs via DistroDirect. Artists retain 100% ownership, pay no upfront cost, and receive 50% of post-distribution royalties with the other 50% directed to NATURE for conservation. Available at soundsright.earth/feature.
• Sounds Right Fund A conservation fund hosted by EarthPercent (registered charity in England & Wales 1188391 and US 501(c)3 EIN 86-3830611) that collects NATURE's royalty share and corporate donations and distributes them to Indigenous- and community-led biodiversity conservation and restoration projects in the world's most precious ecosystems, with grant decisions guided by the Sounds Right Expert Advisory Panel.
• NATURE (Artist Persona) An artistic construct created by Sounds Right partners and established as an official artist on all major streaming platforms (Spotify, Apple Music, Amazon, Deezer, YouTube Music), with her own artist profiles and playlists (Ecosystem Sounds and Feat. NATURE). NATURE receives at least 50% of post-distribution recording royalties from Feat. NATURE tracks, with funds flowing to biodiversity conservation.
• Public Nature Recordings Database A planned public database intended to allow anyone with nature recordings to upload them, making them accessible for artists to use in creating new music and for acoustic ecologists to monitor ecosystem health.

Quantifiable outcome

• 90% of music income and corporate donations go to biodiversity conservation
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

28 partnerships are on record, tiered flagship, core and minor.

• Museum for the United Nations - UN LiveflagshipStrategic or Co-development Partner · 1 April 2024Founder and operator of the Sounds Right initiative. Owns and operates the soundsright.earth website. Based in Copenhagen, Denmark. Sounds Right was launched as a Museum for the United Nations – UN Live initiative.
• EarthPercentcoreStrategic or Co-development PartnerRegistered charity in England and Wales (1188391) and US 501(c)3 nonprofit (EIN: 86-3830611). Collects NATURE's royalties and donations, distributes funds to conservation projects. Co-founded by Brian Eno. Hosts the Sounds Right Fund.
• DistroDirectcoreChannel Partner/ Reseller/ DistributorMusic distribution partner delivering Feat. NATURE releases to all major DSPs globally. Deducts 5% admin fee before royalty splits.
• The Listening PlanetcoreTechnology or IntegrationSound recording partner that has spent decades recording natural world sounds. Provides many nature sounds used in Feat. NATURE tracks and is credited accordingly.
• VozTerracoreTechnology or IntegrationSound recording partner that has spent decades recording natural world sounds. Provided many nature recordings used in Feat. NATURE tracks. Nature sounds used with permission from VozTerra.
• SpotifyflagshipGTM or Marketing PartnerStreaming platform partner supporting Sounds Right through charitable donation to the Sounds Right Conservation Fund and promotional campaigns via app, OOH media, and social channels. NATURE has official artist profiles on Spotify.
• AKQAcoreStrategic or Co-development PartnerCreative agency partner providing strategic advisory and creative work for the initiative. Founding partner.
• Eleutheria GroupcoreStrategic or Co-development PartnerCreative and strategy partner funding or co-creating music, storytelling, strategic advisory, and immersive experiences. Founding partner.
• Limbo MusiccoreChannel Partner/ Reseller/ DistributorMusic industry partner involved in creative, strategy and distribution. Founding partner.
• L-AcousticsminorStrategic or Co-development PartnerAudio technology company providing creative, strategy and distribution support as partner.
• AxumcoreStrategic or Co-development PartnerEarth-focused company supporting activations and innovations. Founding partner. Devang Vussonji serves on Advisory Board.
• CueminorStrategic or Co-development PartnerCreative collective partner supporting creative, strategy and distribution.
• The NATminorStrategic or Co-development PartnerNature-focused organization partner for creative, strategy and distribution.
• Plot Shift MediaminorGTM or Marketing PartnerMedia company supporting activations and innovations for nature connection.
• ConcitominorStrategic or Co-development PartnerDanish climate think tank supporting activations and innovations.
• VegaminorStrategic or Co-development PartnerOrganization supporting activations and innovations for nature connection.
• LD CommunicationscoreGTM or Marketing PartnerPR and communications agency. Advocacy and Media partner. Founding partner. Neil Chivers serves on Advisory Board.
• No. 29 CommunicationscoreGTM or Marketing PartnerCommunications agency. Advocacy and Media partner amplifying the movement through PR and public engagement. Founding partner.
• The World We WantcoreGTM or Marketing PartnerGlobal advocacy organization. Advocacy and Media partner driving cultural and behavioral change. Founding partner. Natasha Mudhar serves on Advisory Board.
• EarthrisecoreGTM or Marketing PartnerCreative agency focused on environmental storytelling. Advocacy and Media partner. Founding partner.
• The Nature ConservancycoreStrategic or Co-development PartnerGlobal conservation organization partnering with Sounds Right to encourage millions of music fans to recognize nature's value and take action.
• Wildlife Conservation SocietycoreStrategic or Co-development PartnerGlobal conservation organization partnering with Sounds Right to inspire environmental action through music.
• RareminorStrategic or Co-development PartnerConservation organization. Founding partner supporting the initiative.
• DalbergminorStrategic or Co-development PartnerStrategic advisory firm. Founding partner supporting the initiative.
• Count Us InminorStrategic or Co-development PartnerEnvironmental advocacy organization. Founding partner. Genevieve Margrett serves on Advisory Board.
• Music Declares EmergencyminorStrategic or Co-development PartnerMusic industry climate advocacy group. Founding partner. Lewis Jamieson serves on Advisory Board.
• Community Arts NetworkminorStrategic or Co-development PartnerArts organization supporting community engagement. Founding partner.
• AWorld x ActNowminorGTM or Marketing PartnerSustainability platform partnering to encourage music fans to take environmental action.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WWF: Largest global wildlife conservation NGO. Competes for foundation and corporate conservation funding and operates in the same biodiversity geographies (Amazon, Congo Basin) Sounds Right's fund targets.
• Conservation International: Global conservation NGO focused on biodiversity hotspots and natural climate solutions. Comparable grant-giving and project funding footprint in Key Biodiversity Areas overlapping with Sounds Right's 2025 funding geographies.
• Wildlife Conservation Society: Major global conservation NGO that is a core Sounds Right partner. Operates a much larger portfolio of biodiversity projects and competes for the same donor/grant pool as Sounds Right's conservation fund.
• The Nature Conservancy: Largest global conservation organization and core Sounds Right partner. A broad incumbent in the same biodiversity financing space that Sounds Right's fund competes for in Tropical Andes, Amazon, and Congo Basin geographies.

Emerging players

• UnitedMasters: Music distribution platform for independent artists offering DSP delivery and royalty splits. Comparable to the Feat. NATURE distribution layer (which uses DistroDirect) and serves a similar SMB/independent artist segment.
• Songtradr: Music rights management and licensing platform that helps independent artists monetize recordings across multiple channels. Comparable on the music-rights and distribution infrastructure side of Sounds Right's model.

Direct peers

• REVERB: Music industry nonprofit that partners with artists and festivals to reduce environmental impact and fund climate projects. Closely comparable mission of leveraging the music ecosystem to drive conservation/environmental outcomes.
• Music Declares Emergency: Global music industry advocacy group declaring a climate and ecological emergency. Operates in the same music-plus-environment advocacy space and is a listed Sounds Right founding partner, but functions as an independent peer organization.
• EarthPercent: Co-founded by Brian Eno, EarthPercent is a registered charity that collects music industry royalties and donations to fund climate action. It is both Sounds Right's fiscal sponsor and the closest functional peer — both entities sit at the intersection of music rights and environmental financing.

Others

• Patreon: Creator-funding platform that enables recurring revenue sharing between creators and supporters. Thematically adjacent in the 'fan funds creator with portion going to cause' model that Sounds Right extends to nature/conservation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/soundsright2024
• YouTubeyoutube.com/@NATURE_TheArtist
• Instagraminstagram.com/soundsright.earth
• Facebookfacebook.com/soundsright.earth

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sounds Right