UN Lives CEO Katja Iversen talks about the power of popular culture, and she’s right — a global issue
UN Live CEO Katja Iversen attended the launch of Sounds Right. Credit: Naureen Hossain/IPS
  • Written by Noreen Hossain (new york)
  • interpress service

In an exclusive interview with IPS, Iversen shares the motivation behind this innovative project.

The Sounds Right initiative was officially launched on April 18th. This establishes NATURE as an official artist eligible for royalties. Music fans were invited to support conservation by listening to NATURE recordings and musicians perform. This initiative was developed and delivered by the United Nations Museum (UN Live) and a wide range of partners in the music and environmental sectors.

IPS: How did the Sounds Right initiative come about? What is the importance of valuing NATURE in the same way that we recognize and reward music artists through royalties?

Katja Iversen: The ‘Sounds Right’ initiative was conceived as a global music movement that sparks conversations about the value of nature, raises innovative funds for conservation and inspires millions of fans to take action. Ta.

The original idea came from a project called. Vozterra In Colombia, United Nations Museum—UN Live I helped get it started. This current initiative was developed by UN Live in close collaboration with musicians, creators and nature sound recorders, as well as environmental activists, campaigners and global advocacy groups and his VozTerra.

The importance of this initiative is to treat NATURE as true artists and to treat natural sounds such as birdsong, waves, wind, and rain as works of art worthy of royalty payments. Artists harness the power of music to connect fans with nature by featuring nature sounds in new and existing tracks.

It’s going to be really big. To test things, Nature was casually established as an official artist two weeks ago on various streaming platforms with some pure nature sounds. Currently, her NATURE is in the top 10% of artists on Spotify alone, with over 500,000 monthly listeners and almost 5 million streams. Even before the initiative was officially launched, Nature artist playlists featuring his tracks went online.

IPS: How was the United Nations Museum—UN Live able to bring together artists, music executives, and environmental organizations around this initiative?

Iversen: United Nations Museum – UN Live, in collaboration with EarthPercent, has leveraged its unique position at the intersection of culture, sustainable development, and diplomacy to organize collaborations between artists, music executives, and environmental organizations. At UN Live, we have a track record of engaging the most diverse communities in innovative cultural programs, leveraging our extensive networks and entrepreneurial skills to connect diverse groups around great ideas. We were able to bring together.

This includes a truly unique collection of artists including EarthPercent, AKQA, Hempel Foundation, Dalberg, Count Us In, VozTerra, Axum, Music Declares Emergency, Earthrise, Eleutheria Group, The Listening Planet, Biophonica, Community Arts Network, Limbo Music, LD It is a coalition of partners. Communications, No. 29, Rare. We developed this initiative in consultation with the United Nations Department for Global Communications, and also collaborated with The Nature Conservancy, Wildlife Conservation Society, APCO, Riky Rick Foundation, AWorld x ActNow and others to reach millions of people. We have cooperated.

IPS: How do you foresee artists and environmental organizations in developing countries becoming involved in this effort now and in the future?Iversen: We take very seriously that this is not a Global North business. Recognizing that the majority of the world’s people live in some of the world’s most important ecosystems, and are often at the forefront of experiencing biodiversity loss and the impacts of climate change, is also where you can find solutions and the voices that matter most: the people. humans and nature. His initial group of 16 artists for the first Feat Nature playlist includes musicians from Venezuela, Colombia, Kenya, India and Indonesia. And there will be more to come in future compilations.

NATURE Imagine that as artists grow, more and more musicians will want to collaborate and feature nature in their music. We look forward to collaborating with musicians from all over the world, and in time may even develop special releases that focus on specific regions, issues, or groups.

Funds raised will be distributed under the guidance of the Sounds Right Expert Advisory Board, a group of world-leading biologists, environmentalists, indigenous representatives and conservation finance experts. The majority of experts come from the majority of the world.

IPS: How does “Sounds Right” contribute to the SDGs?

Iversen: Well, we are the United Nations Museum and we are here to rally the world around the work, values ​​and goals of the United Nations. So, naturally, Sounds Right is also aligned with his SDGs.

More specifically, funding conservation projects through royalties collected from nature-based records aligns with goals related to life on land (SDG 15) and life in water (SDG 14). Masu. Additionally, the initiative supports SDG 13 (Climate Action) and SDG 17 (Partnership for the Goals), as well as justice, by raising environmental awareness and fostering awareness through music.

Importantly, Sounds Right is an example of the power of pop culture and how creative industries and pop culture platforms can contribute to achieving the SDGs, including the marriage of artistic expression and environmental activism.

IPS: How does the United Nations Museum—UN Live use culture to advance the SDGs?

Iversen: If we could solve the world’s problems and achieve the SDGs with just data, facts, numbers and reports, we would have achieved it. What we also need is to work with culture, norms, opinions, emotions, and hearts. We know that popular culture, including movies, music, games, sports, food, and fashion, influences people’s opinions, norms, and behaviors. So if we really want to change and if we want to reach a lot of people, we go where there are a lot of people. It’s in their earbuds, cell phones, screens, and sports fields. It’s a place that hits both the head and the heart.

That’s what we need in addition to facts and figures. UN Live collaborated with popular culture to unleash the power of popular culture and reach the millions and billions of people who consume it. Therefore, we have to go where people are with a message they understand and actions they should take.

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© Inter Press Service (2024) — All rights reservedSource: Interpress Service

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