To create a sustainable revenue stream for WWF programs for endangered birds protecting we transferred the music streaming model to the charity and founded Birds Records - first non-profit music label. The birdsong of endangered species became music samples available for free, on condition that all streaming proceeds go to WWF.The music video “Dich” is the starting point for Birds Records. “Dich” features the voices of endangered bird species. It's an illustration of human activities that influence the extinction of rare bird species. 9 stories, 9 different styles, 20 artists. Pollution is illustrated with dirty ink, the birds’ last dance consists of 120 hand drawn frames.We got over 1B impressions and earned 65% more than the most successful WWF campaign for birds.Birds Records changed the donation model, making it as simple as clicking the “play” button on a streaming service, and provided WWF with a stable flow of money.