"TiME is this little animal running under the nose of more prominent corporations and saving the land before it's too late" - TiME · This is My Earth

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“TiME is this little animal running under the nose of more prominent corporations and saving the land before it’s too late”

This is My Earth Interviews artist Tomer Baruch.

Hi Tomer! Thanks for your time. Can you please introduce yourself to the This is My Earth community?

My name is Tomer, I am a musician, and I’ve created an Instagram account named “Animals and Synthesizers.” In that account, I take animal videos and compose electronic music for these videos. 

Tomer Braruch's Instagram profile is being followed by +100K people.


Is music your main job?

Yes, I’m from Tel Aviv, and my main job is making music. I am also a teacher. I teach music at Haifa University, and I’m also into sound design. 

Where does the idea of connecting animals and electronic music come from?

I would say it all happened very randomly. While scrolling on Instagram, I watched animal videos, and I found some of them very funny and weird. I started to imagine what they would sound like if I used an electronic score. I thought this would be interesting, maybe because this is something you would not expect from this kind of video. 

How did the sounds come to your mind? Were you relying on the documentary soundtracks, or were you influenced by more “traditional” animal sounds?

Yes, I already imagined the sounds. It has to do with the animals’ movements and the setting, their color, their shape… It’s all a part of the scene; I could see how it would sound. When you make music for videos, you pay a lot of attention to the scene and try to find the natural sounds that go with it. 

Are animal movements very regular in terms of tempo?

Sometimes yes, but usually animals are not very regular. They are constantly changing and quite unpredictable. But sometimes you can see that they do something that is a bit repetitive, and that is where you can find a sort of rhythm. … you can find a pattern, some sort of syncopated rhythm that is there, not obvious, but some kind of beat that is there.

Do you usually edit the videos to which you put music?

I usually don’t edit the videos. However, in this new project, “Animals of the Sea,” I had to edit them because the videos are generally much longer. 

What can you tell us about the other artists involved in the project, such as designers, photographers…

Photographers did not exactly work with me. In this case, they had their projects and I approached them, and I asked them if I could use the videos for this project. And the response was almost always affirmative. They’ve always either let me use it or sometimes I’ve paid a little — but not very much. And I had some help from video editors. A designer did the graphics for the album, and the master was made at another studio. 

Do you usually work at your studio?

Yes, I have my studio, where I make music. 

What about the reception you are getting from your projects?

It’s a pretty popular project. People are sharing it with their friends, and it has become viral. I think it’s on the right side of the Instagram algorithm. Occasionally I get some article in the newspaper. I got one from the New York Times last November that was very encouraging. With the current project, I’m trying to get more articles too. I have also been sending news to the media, so we will see what happens. 

What sort of feedback are you getting from the public? Any fans?

I think people like it.

You have over 100k followers on Instagram. Do you get any weird messages sometimes?

(Laughing) Nobody is harassing me yet, but some people like it. I have sold about 250 records, which is not so many actually. I haven’t got any marriage proposals.

Tom Baruch is a genius at scoring the wild movements of animals as diverse as alpacas, jellyfish and herons.

The New York Times

When do you think is the best time to listen to your music?

Right now! Now is the right time. Just drop everything and go listen! It is not exactly party music, so probably it’s better to listen to it when you are at home.

Is the animal-conservation issue a secondary aspect of this project?

I must say it is not my main goal. Creating music or art with an environmental goal (or any other ideological purpose) sometimes gets too didactic.

When you make art, you have to make sure that it is good art; the art has to be able to stand by itself. But, of course, I put some “animal-friendly rules;” for instance, I don’t use videos recorded with drones chasing animals. In short, I don’t use any videos in which animal cruelty has occurred. 

So you don’t think your videos are raising awareness?

I don’t know about that. What the project is showing is that animals are incredible. If people think animals are fantastic, will they become more aware of their importance? Maybe yes, it makes sense. There are other types of art created to raise awareness. I don’t think my art is like that, but I hope it will help animals. I care about animals; I am vegan. It is a complicated issue.

Why do you think it is so complicated?

Because once you try so much, you get into this grey area where people may not trust you. I think, in a sense, it is in the same category as the David Attenborough series “Blue Planet,” for example, the “admiring nature” category. 

Do you choose endangered or threatened species to create your videos?

I don’t choose them like that. But it is essential for me that the videos show some degree of respect, in a way that you can admire the beauty of the animals. Also, I’m always trying… to make the music go with it and sheds light and accompanies the animals…

So the audience can be together with the animal…

Yes, something like that. I try to compose so that the music makes the viewer notice details and become better acquainted with the animal. So I use the music to bring the music closer to the animal.

How are your live shows?

I play usually in electronic-music venues and ambient-music clubs. I use some images and videos. It is a particular kind of music.

What kind of audience comes to your shows?

I started a month ago, so I did three live shows with this project. So I don’t yet know precisely what audience I have, but I’ve seen primarily young people; I think it is a subgroup of the general audience. You have people who go to concerts, and then you have a much smaller group of people who attend experimental shows.

Is the ambient-music scene very indie?

It’s getting bigger. Ambient music has become more extensive, but it’s still a relatively small niche. But it’s ok, everything is a niche today.

When you are teaching, do you talk about your music?

I don’t usually talk about my music with my students. Maybe some of them know what I’m doing, and if they want, they can Google it. But usually, they don’t do it, maybe occasionally. 

When you were young, were you very engaged in social movements?

I was very engaged when I was young. I think some of my students are also very engaged; once, one of my students could not attend our class because she was injured during a demonstration. 

Did you use music to protest, or was music something else?

When I was young, I was a member of the student academy, so we used our music to protest, but not electronic music. Every demonstration has a rhythm and anthem, but this is not the kind of music I usually do.

©Picture: All About Jazz: https://www.allaboutjazz.com/musicians/tomer-baruch

How did you come across This is My Earth?

I have a good friend who is an activist, and I told him I was looking for an organization that is helping animals and that is small enough so that a donation will make a difference. I know with my project, at least now, I’m not raising so much money, so if I make this donation to a more significant nonprofit, it would not make any impact. This friend of mine knows Uri Shanas, the founder of TiME, and he recommended I talk to him.

Do you remember when the inspiration to fight for nature conservation came?

When I was young, my parents took me on lots of hikes to see nature. I lived in a rural area, so nature was part of my childhood. Then, in high school, I became a volunteer for the Society for the Protection of Nature in Israel; so for one year, I guided kids on hikes and taught them about flowers and species. Then, at university, I worked from time to time as a tour guide too.

Do you get inspired by your hikes?

Well, I don’t bring my computer on hikes and start composing. However, it is true sometimes I sing the melodies I feel from nature and record them on my phone. I use the voice memo APP, but I don’t work in nature.

I imagined you would sing the melody to your phone once you see a wild animal moving or doing something strange…

In Israel, if you see a wild animal, you usually see it for a short time. Normally you would see a mountain goat; you can see the Capra ibex — that is a bit different from a mountain goat — but usually, you see them, and you have 30 seconds at most to get inspired. 

What was the most transformative experience you ever had in nature?

I think it happened when I was 7. We went on a school trip to the desert. We hiked for five days during the day, and we slept in a tent every night. We did this very famous Israeli trail called the Genesis trail. I believe it’s called that because you don’t see any human signs for almost a week. I was very impressed by it; I remember watching the skies at night, feeling the immensity of the universe surrounding me. I think this experience led to volunteering for nature conservation. 

What is your perspective on climate change, and how do you see people’s attitude towards it?

I think we are living in a very messy moment. I believe we are already feeling the consequences of climate change. The extreme heat waves are affecting us in Israel, and it’s getting harder to live in Tel Aviv. I’m also sad that some people are turning climate change into a political issue when, in truth, it is pure scientific evidence. It is happening; we should agree on that. And I think capitalist forces are turning this into a debate so they can keep on making a profit in the short term.

Do you think people’s attitude is changing toward animals?

I don’t even think this is about animals. Some people like animals, some people don’t; some people eat them, some people don’t. I do not believe this debate is about whether animals have a soul or whether we should eat them or not. This is about how we face a threat to our health and that of our children and grandchildren. I don’t think there is any conflict here;  there’s no doubt about what should be done. 

Are you experiencing a change in the community surrounding you?

I think my friends have a similar opinion to mine. Most of my friends eat meat, but I also have many vegan friends. Most people are actually sympathizing with vegan diets and think it’s the right thing to do. I’ve never met anybody claiming we should kill cows because they are evil or something like that. People understand that killing animals or making a profit is not good.

How do you see Israel environmentalism politically speaking?

I think our situation is not as bad as the United States. I believe there are fewer people denying climate change. Energy companies are less potent in Israel than in the US, so fewer lobbies try to fool people’s minds. In Israel, there is also a growing community of people looking for alternative sources, demonstrating and willing to help in our transition towards a greener country. 

How do you see that future?

Have you heard about solarpunk?

I haven’t. What about it?

It is a movement in science fiction, such as Cyberpunk (like Blade Runner and Ghost in the Shell). Also there is Steampunk, which takes 90s technology to the future, so you can see ships that can fly and things like that. Solarpunk is also a science-fiction movement, but in this future genre, humans have learned to work with nature, energies are green and renewable, and technology is used wisely for the common good. Solarpunk pictures an utopic future, the one environmentalists would like to live in. Science fiction was optimistic in the 50s and the 60s, but in the 80s it became dystopian. I read this article claiming for more utopian science fiction and I gave it some thought.

Why is that so important?

Art influences people’s opinions and minds, and if we create an optimistic science-fiction possible future, we would be accepting the idea that a better world is likely to happen and that not everything is lost. If we can have a bit of utopia, whe can make it happen.

Your project “Animals and Synthesizers” is a little bit like that.

Yes, I think so; it is an optimistic art form. I think this project would fit very well in the Solarpunk movement.

Why do you think This is My Earth is so special?

I think TiME is a very clever project, unlike no other in the field of nature conservation. Finding land important to animals and local communities in hotspots and saving it before it becomes essential to humans and corporations is not only brave but necessary. Using small resources at the right time, empowering people with education and democracy, and doing that transparently and scientifically — come on, there is no other project like that.

What about the right to vote?

Usually, when I give money to organizations, I need some trust, because there is so much greenwashing everywhere. Remember the Africa Live Aid concert in the 90s? Where did all the money go? To authoritarian regimes. So I only give money to the organizations I trust, and I usually trust those I know, meaning I know someone within the organization. That makes it difficult in terms of the scale of the project you can support. But I believe TiME can be trusted. I’m sure TiME’s board of directors and the scientific advisory committee will make the right decisions.

How do you imagine the music of This is My Earth?

Interesting! It would be happy and optimistic music, maybe cute. TiME is this little animal running under the nose of more prominent organizations and corporations and saving the suitable land before it’s too late, before they even have the chance to imagine taking it. TiME would be like a squirrel; TiME doesn’t go face-to-face, TiME is brilliant, TiME takes the correct nuts and stores them. 

Finish the sentence: Join TiME because…

Because they are relaxed and clever, and because by supporting them we can all save a lot of trouble in the future. 

Follow @animalsandsynthezisers on INSTAGRAM


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“If you want the funding you need your followers and fans to vote in your favor”

SAM SHANEE on WHY protect Biodiversity through THIS IS MY EARTH – PART 4/4  What makes This is My Earth so special? This is My Earth’s funding model based on supports through crowdfunding and voting is fairly unique and it helps the people and the organizations like us who are waiting for the funding, to…

TiME ∙ Jul 13

19 min read

“TiME is this little animal running under the nose of more prominent corporations and saving the land before it’s too late”

This is My Earth Interviews artist Tomer Baruch. Hi Tomer! Thanks for your time. Can you please introduce yourself to the This is My Earth community? My name is Tomer, I am a musician, and I’ve created an Instagram account named “Animals and Synthesizers.” In that account, I take animal videos and compose electronic music…

TiME ∙ Jul 11

2 min read

“This is My Earth has been great in securing financing for land purchases”

SAM SHANEE on WHY protect Biodiversity through THIS IS MY EARTH – PART 3/4 How has your experience with This is My Earth been? Over the last few years we’ve worked several times with This is My Earth, they’ve been very great in securing financing for land purchases to extend or to create new land…

TiME ∙ Jul 8

3 min read

“Local communities are, by far, the best allies for nature conservation”

SAM SHANEE on WHY protect Biodiversity through THIS IS MY EARTH – PART 2/4 Neotropical Primate Conservation (NPC) is a registered charity dedicated to the conservation of primates and their habitats in South and Central America. NPC aims to promote conservation and protect biodiversity in the Neotropics by working in several ways. NPC uses monkeys as…

TiME ∙ Jul 8

3 min read

This is My Earth explained in 1 minute

We have created this short video to explained most of the things we do: This is My Earth explained in 1 minute

TiME ∙ Jul 5

3 min read

“Even though there are wild areas with intact forest you can see that some of them don’t have any monkeys left”

SAM SHANEE on WHY protect Biodiversity through THIS IS MY EARTH – PART 1/4 Neotropical Primate Conservation (NPC) is a registered charity dedicated to the conservation of primates and their habitats in South and Central America. NPC aims to promote conservation and protect biodiversity in the Neotropics by working in several ways. NPC uses monkeys…

TiME ∙ Jul 4

6 min read

An electronic music party raises funds for TiME, and ocean animals are the performers

“An organism is an evening dedicated entirely to the seam between the animal and the life. A protected space where algorithms can flourish and animals know how to play.” This is how artist Tomer Baruch introduces the party that will take place on the night of July 4 in Tel Aviv. Co-organized by the good…

TiME ∙ Jun 26

2 min read

Ask This is My Earth for funding: Here is how

This is My Earth is always actively looking for new nature conservation projects that have a key scientific and environmental interest. As you know, ours is a crowdfunding system through which empowered citizens around the world make small (or large) donations, as a gift, individually or in group, and vote on which nature conservation project…

TiME ∙ Jun 22

2 min read

What can YOU do to protect the planet? Join TiME’s team and help us spread the word through a monthly newsletter!

This is My Earth (TiME) is looking for a volunteer to craft their monthly newsletter to members. TiME is a non-profit, international environmental organization that seeks to protect biodiversity by purchasing land for conservation in biodiversity hotspots, in collaboration with local communities and organizations. Join our team and help TiME spread the word about: ·…

TiME ∙ Jun 19

22 min read

“Insects have survived the last five mass extinctions our planet has faced; but this time is different”

Dave Goulson (born 30 July 1965)  is Professor of Biology (Evolution, Behaviour and Environment) at the University of Sussex. Specializing in the ecology and conservation of insects, particularly bumblebees, Goulson is the author of several books, including Bumblebees: Their Behaviour and Ecology (2003), Silent Earth: Averting the Insect Apocalypses (2021), and more than 200 academic articles. In 2006 he founded the Bumblebee Conservation Trust,…

TiME ∙ Jun 14

2 min read

The first international meeting of TiME volunteers puts Communication on the agenda

The first international meeting of volunteers of This is My Earth · TiME was held in virtual format on June 13th. People from all over the world, under the coordination of the organization’s Director of Volunteers, Reut Gilad, contributed their ideas and visions on communication, collaboration and how to grow the conservation project for almost…

TiME ∙ Jun 13

3 min read

We have created This is My Earth’s Annual Report for you

This is My Earth 2021 annual report collects the most relevant milestones achieved by the organization in the fields of conservation and biodiversity. It is open access and contains a fully transparent report.

TiME ∙ May 22

7 min read

𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗦𝗵𝗮𝗿𝗲𝗱 𝗙𝘂𝘁𝘂𝗿𝗲 𝗙𝗼𝗿 𝗔𝗹𝗹 𝗟𝗶𝗳𝗲: This is our TiME List of protected animals

Since This is My Earth started saving lands in danger in 2016, the list of species and animals that have since been protected has not stopped growing. The international motto chosen for Biodiversity Day 2022 is𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗦𝗵𝗮𝗿𝗲𝗱 𝗙𝗼𝗿 𝗔𝗹𝗹 𝗟𝗶𝗳𝗲, and its objective is to promote the idea that we are all part of…

TiME ∙ Apr 18

7 min read

Join EARTH DAY global campaign to #InvestInOurPlanet – Download our Action Toolkit!

This is My Earth joins #InvestInOurPlanet campaign on the occasion of the Earth Day 2022 with a video and materials created by our network of volunteers.

TiME ∙ Mar 16

4 min read

Some highlights from the IPCC Climate Report

The Working Group from the Intergovernmental Panel on Climate Change (IPCC) from the United Nations invited TiME · This Is My Earth as a guest organization at the press conference where the 6TH ASSESSMENT REPORT – Impacts, Adaptation and Vulnerability was presented. On 27 February 2022, this international Working Group from the United Nations finalized…

TiME ∙ Feb 22

7 min read

History of the region’s Cacau-cabruca · Chronicles from Brazil

In 2020, hundreds of volunteers from all over the world helped us save an endangered land in the Sierra Bonita area of ​​Brazil (Google Maps +). Together, through TiME, we raised US$ 148,373 which helped Instituto Uiraçu organization – our partner in the area – to get down to work with the task of preserving…

TiME ∙ Feb 22

9 min read

Biodiversity faces its make-or-break year

The  United Nations decade-old plan to slow down and eventually stop the decline of species and ecosystems by 2020 has failed as most of the plan’s 20 targets have not been met. Among the strategic goals which have not been accomplished, there is the need to address the underlying causes of biodiversity loss by mainstreaming biodiversity…

TiME ∙ Feb 20

3 min read

Scientists map 80% of unknown species

New map shows where the 80% of species we don’t know about may be hiding in the very interesting study "Shortfalls and opportunities in terrestrial vertebrate species".

TiME ∙ Dec 30

12 min read

TiME’s Newsletters

Here you will find links to the 50+ newsletters we have published in recent years. Don’t miss the opportunity, if you haven’t already, to register and receive our emails with our latest updates, news and campaigns in our action of nature protection, education and solidarity. 2023 August 2023 – The birding adventure of a lifetime…

TiME ∙ Dec 29

2 min read

The ecological impact of war in Africa

Today’s declining number of large mammals around the world has been explained by many factors, including low reproductive rates, habitat destruction, and overhunting. However, uncertainties about the effects of armed conflict has complicated conservation planning and priority-setting efforts. In the past 70 years, humans have waged war continuously in the world’s most biodiverse regions. Between…

TiME ∙ Nov 30

6 min read

This is My Earth in Kenya with Professor Uri Shanas

The following interview with founder and co-chair Uri Shanas was published in our August 2016 newsletter: Hello, Uri. You’ve recently returned from Kenya. Can you tell us why you went? Kenya is one of the last places on earth where one can experience nature in all its might and beauty, so I was excited to visit TiME’s…

TiME ∙ Nov 29

3 min read

Chatting with Jasmine, a 12-year old TiME supporter

We spoke to Jasmine, daughter of two of TiME’s Board of Directors, Ondine Sherman and Dror Ben-Ami. She recently donated 1800 NIS (about 470 USD) to TiME, nearly a third of the gift money she received for her Bat Mitzvah. First of all, we asked Jasmine to explain a Bat Mitzvah: Jasmine: “In Jewish culture,…

TiME ∙ Nov 28

3 min read

A visit to TiME’s first biodiversity hotspot land purchase

“Please, Nestor, please continue to point out the orchid flowers,” I cried almost breathlessly to the CEO of Neotropical Primate Conservation (NPC) while we climbed up the land TiME had just purchased. “You know we both need these stops so we can catch our breath.” Nestor Allgas and I were trying to keep pace with…

TiME ∙ Nov 25

1 min read

Protecting megafauna and raising money for conservation

This piece was published in our March 2017 newsletter:

TiME ∙ Nov 21

4 min read

Ivory Belongs to Elephants

Since the dawn of humanity, we have been actively fighting nature: drying swamps, cutting down forests, using strong pesticides (such as DDT) and hunting wildlife to extinction (think of the dodo, Tasmanian tiger, passenger pigeon and many, many more). Today, experts believe that we are facing a sixth mass extinction, which is entirely attributable to…

TiME ∙ Nov 20

6 min read

Gold in Africa – an interview with Henry Gold, TiME board member

For TiME’s February 2017 newsletter we interviewed board member Henry Gold, co-founder of Canadian Physician for Aid and Relief (CPAR)and TDA Global Cycling: You worked in Africa for quite a few years. Can you tell us what kind of work you were doing? I’m trained as an engineer, but in 1984 I quit engineering and…

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