Shubh Is Now a UN Global Climate Brand Ambassador

Shubh, the Indo-Canadian star behind songs like “No Love” and “Cheques,” has been appointed as the inaugural Global Ambassador for the UNFCCC Digital Climate Library (DCL).

The announcement was made at the recent COP29 conference in Baku, Azerbaijan by the United Nations Framework Convention on Climate Change (UNFCCC) and it reportedly marks the first time a music artist of Indian origin has been given the advocacy role and title. Shubh joins the likes of public figures such as Leonardo DiCaprio, David Beckham, Coldplay, BTS, Billie Elish , Don Cheadle, Shailene Woodley, Prince Harry and Meghan Markle who have worked with the UNFCCC on climate change initiatives.

Shubh said about the appointment in a statement, “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 was announced last year at COP28 in Dubai. A statement from the UNFCCC describing the DCL says it involves the “digitization of 200 terabytes of data, including 25,000 hours of audiovisual recordings and 1.7 million pages of historical documents, ensuring that the legacy of climate negotiations is preserved and accessible for future generations.” It adds, “The goal is to make these historical records and scientific findings freely available to all.”

As the Global Ambassador, the 28-year-old rapper and singer-songwriter will reportedly engage a worldwide audience, to raise awareness about climate change and promote sustainable solutions.

UNFCCC’s information management officer Jingwen Yang said of the appointment, “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. His commitment aligns seamlessly with the mission of the Digital Climate Library, ensuring this invaluable knowledge remains available to inspire and guide global action. We are honored to have him join us in this vital initiative and look forward to the transformative impact his involvement will bring.”