Sounds Right Wins Grand Prix for Innovation at Cannes Lions
We're still reeling from the fact that Sounds Right just won the Grand Prix for Innovation at the Cannes Lions International Festival of Creativity – a massive endorsement of the Sounds Right initiative, which brings the voice of nature into the music industry in a radical, rights-based way.
To be recognised in a category not focused on music or environmental work is a huge moment. It shows that bold, collaborative creativity – rooted in justice and impact – can stand shoulder to shoulder with the most innovative ideas in the world.
Some of the Sounds Right team accepting the Grand Prix for Innovation and Cannes, including members of EarthPercent, Museum for the UN - Live, and AKQA
But that wasn’t the only award. Sounds Right also took home:
Gold in Sustainable Development Goals
Bronze in Audio & Radio
Bronze in Creative Strategy
This is a major win for everyone who believes culture can help shift our relationship with the natural world and move the dial in the fight against the climate and biodiversity crises. Sounds Right, led by Museum for the UN - UN Live, invites artists and listeners alike to centre nature in the act of listening, and to support conservation work by doing something we all already do: stream music.
EarthPercent is proud to be part of the founding group behind this work, led by UN Live and alongside powerful partners across the globe who have poured creativity, resources and energy into building this initiative from scratch. It’s a genuine collective effort, and proof that cross-sector collaboration between artists, activists, music professionals, tech platforms and advocates can deliver real-world impact.
“There has been an extraordinary range of creative responses to weaving natural sounds throughout recordings, and we’ve seen artists motivated by their love of places, ecosystems and species to create music in a meaningful and reciprocal relationship with nature, support conservation programmes and tell stories that matter.”
Cathy Runciman, Co-Executive Director, EarthPercent
Sounds Right brings NATURE into recordings not just as a theme, but as a collaborator. Through this initiative, tracks that sample natural sounds give royalties to nature – specifically, to vetted conservation efforts protecting the habitats and species featured. All the grant partners go through EarthPercent’s rigorous existing grant strategy The idea is simple but powerful: give back to the ecosystems that inspire us.
None of this would have been possible without an ecosystem of partners. To name just a few:
The win at Cannes is a huge boost – not just for Sounds Right, but for a growing global movement recognising the cultural and economic value of nature.
If you haven’t already, help NATURE the artist grow by streaming and sharing the Sounds Right playlist. Every play supports conservation.