Music Against Animal Cruelty: Dance music pioneer Jonny White creates wildlife charity

Canadian dance music pioneer DJ Jonny White has created the Music Against Animal Cruelty (MAAC) charity aimed at harnessing the power of dance and electronic music to aid in wildlife conservation.

The house and techno music DJ has teamed up with long time friend and founder of the LA-based electronic music radio station, Pulse Radio, Wade Cawood. The friends have also teamed up with Jack Baucher, founder of Tears for Tigers, a travel company specialising in wildlife and adventure travel.

As the charity MAAC, Jonny White, Wade Cawood and Jack Baucher will together act as a broker between musicians, the music industry and music fans alike, and organisations who are working on initiatives to save various animals facing the dangers of a diminishing population and/or extinction.

In a statement, MAAC say: “Wildlife conservation is an issue near and dear to our hearts. We have come to realise that there is an often overlooked opportunity for artists and fans who are passionate about this issue to make a difference.

“Our plan is to galvanise the support of the music industry—a worldwide collective of likeminded individuals who together can make a significant difference.”

MAAC envisage it will curate large scale events with the intention of raising substantial funds for wildlife conservation. Presently MAAC is working as a “fund” to which anyone can contribute.

Jonny White, Wade Cawood and Jack Baucher attended the International Music Summit in Ibiza earlier this week, where they revealed new statistics on animal populations in decline.

Every 20 minutes, the world adds another 3,500 human lives but loses one or more entire species of animal or plant life – at least 27,000 species per year.

At the present rates of extinction, as many as 20% of the world’s 7-15 million species could be gone in the next 30 years. The Black Rhino population is down 97.6% since 1960.

The number of African lions is down from 50,000 a decade ago. Their numbers are rapidly diminishing due to habitat destruction, persecution by livestock farmers outside of protected areas, and human greed.

Proceeds from MAAC fundraising will be donated to organisations in Kenya and Botswana for the first year of MAAC’s operation, while sales from Jonny White’s record label Social Experiment will go directly to MAAC.

According to White, the initiative has received a hugely positive response from his peers in the music business.

At the International Music Summit, Jonny White said: “This sector of the music industry [dance and electronic music] is really untapped in terms of rallying support for wildlife conservation. Their hearts are in the right place and there’s a little bit more soul in our industry than others so I’m optimistic about the amount of support that I think we’ll find.”

Jonny White has been a leading player and influence on Toronto’s underground dance music scene. His No.19 label and club nights has seen him team up with the Detroit techno pioneer and jazz inspired producer, Carl Craig.

In 2010, Jonny White formed Art Department, a production and DJ partnership between he and fellow Canadian dance music legend, Kenny Glasgow.

Jonny White’s record label, Social Experiment, is a non-profit record label, with 100% of net proceeds from sales of records going towards conserving wildlife in Africa.

Rosalind Medea is Life & Soul Magazine’s Chief. She is a writer who specialises in sustainable life & style, music, entertainments and wellbeing. Rosalind also works as a spiritual life coach and intuitive advisor helping people to become who they truly are and manifest their heart & soul’s desires into their lives:

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