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Punjabi music sensation Shubh has made history as the first Indian artist appointed as a Global Brand Ambassador for climate advocacy by the United Nations Framework Convention on Climate Change (UNFCCC).
Shubh becomes the first Indian music artist appointed as UN Global Climate Brand Ambassador.
In a landmark achievement, Punjabi music star Shubh has become the first Indian music artist to be named a Global Brand Ambassador for climate advocacy by the United Nations Framework Convention on Climate Change (UNFCCC). This historic announcement was made at the 29th Conference of the Parties (COP29), solidifying Shubh’s role in raising global awareness about climate change and inspiring sustainable action.
This prestigious appointment sees Shubh joining an illustrious roster of global celebrities such as Leonardo DiCaprio, BTS, Billie Eilish, and Coldplay, who work with the UNFCCC on climate-related initiatives. As the Global Ambassador for the UNFCCC Digital Climate Library (DCL), Shubh will utilize his far-reaching influence to promote the preservation and accessibility of critical climate knowledge.
Shubh’s global appeal, boasting over 20 billion digital impressions and 5 billion music streams, uniquely positions him to engage audiences worldwide. As a rapper and singer-songwriter, his music resonates deeply with younger generations, making him an ideal advocate for climate awareness.
Reflecting on his appointment, Shubh shared, “Growing up in an environment of academicians, building a sustainable knowledge bank is critical. Through this role, I hope to use my platform to bring attention to the issue, share knowledge, and be part of a movement that pushes for a better future, not just for all of us, but for future generations as well. I hope our combined efforts create a positive impact in addressing global warming and fostering sustainable living for all species on our planet.”
The UNFCCC Digital Climate Library, a collaboration with Arts Help, aims to digitize and preserve the organization’s archives to make critical climate knowledge accessible to everyone. By fostering climate resilience through open-source resources, the library empowers educators, policymakers, and activists to address pressing climate issues.
Jingwen Yang, Information Management Officer at the UNFCCC, emphasized the importance of Shubh’s role: “Shubh exemplifies the extraordinary power of art to raise awareness about the importance of preserving endangered archival collections documenting the history and legacy of the climate change process. Through his global influence, he engages diverse audiences, emphasizing the critical need to safeguard and make accessible historic information that informs future generations.”
Through his music and advocacy, Shubh’s involvement underscores the powerful role art can play in fostering climate action. His appointment highlights the urgency of protecting climate archives, connecting diverse voices, and inspiring a new generation of climate activists to take meaningful action.
With Shubh at the forefront, the UNFCCC’s mission gains a dynamic and influential voice, proving that the intersection of culture, art, and knowledge can drive transformative change.
This groundbreaking collaboration marks a significant milestone in global climate advocacy, setting a precedent for how cultural icons can contribute to preserving the planet for future generations.
