Musician's nonprofit partners music with international environmental action

“I am excited to engage as many people as we can in the idea that music can change the world.”
Posted at 11:36 PM, Feb 28, 2020
and last updated 2020-02-28 23:36:15-05

RICHMOND, Va. -- As far back as he can remember, Alex Paulin has been moved by music.

The 28-year-old truly carries a note farther than most musicians, and has taken his passion all the way to African - combining his love of melodies and Mother Nature.

“I’ve always been passionate about other living things, nature and green things and all of the above," Paulin said. “The power that music has over our mind is something that can influence the way that we’re treating our planet and the way we’re treating each other.”

Paulin is the founder of Conservation Music, a non-profit using lyrics and beats to promote a healthier planet.

“I think this is the beginning of global movement," Paulin said. “One thing I’ve learned to make an effective message about the environment is always use storytelling.”

When CBS 6 was first introduced to Alex four years ago, he was one man with a guitar and a dream.

But today, Alex travels from Angola to Zambia collaborating with some of the most popular artists in Africa, spreading a simple musical message resonating with young people.

"They’ll adapt their own folk songs to new lyrics," Paulin said. “The chorus is very simple. Preserve Nature and protect the animals.”

And Alex’s goal of creating a worldwide network is gaining traction.

“For years now I’ve been getting emails from India and Ecuador and Ireland who say, ‘We’ve seen what you do in Africa. We want to do this here.”

Backed by other like-minded musicians, he recently performed at the United Nations Environmental Summit.

But Alex had his eye on a different sort of summit last April.

In one of his most ambitious projects to date with cameras and crew in tow.,Alex scaled one of the highest peaks in the world to produce a video with artist Ellisha James at the top of Mt. Kilimanjaro.

“I was extremely motivated to get to the top. I wouldn’t have it any other way," Alex said. “Not your typical rap video location.”

And while he may have reached the top with his message, Alex’s Conservation Music is far from finished.

“In five years, we’ll have a presence in at least ten more countries if not more," Paulin said. “I am excited to engage as many people as we can in the idea that music can change the world.”