Jonny White’s Social Experiment and charity project MAAC (Music Against Animal Cruelty) Learn More As Startling Statistics Revealed At IMS Ibiza

 International Music Summit (IMS) was the platform for Music Against Animal Cruelty (MAAC) latest update on how they will help protect endangered wildlife through the music industry revealing staggering statistics.

MAAC is a non-profit organisation with one simple directive; to save wildlife through the medium of music. Jonny White aka Art Department, Wade Cawood and Jack Baucher of Tears for Tigers, act as a broker between musicians, music industry and music fans alike, and organizations who are working on initiatives to save various animals facing the dangers of a diminishing population and/or extinction.

“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” 


Wildlife conservation is an issue near and dear to our hearts. We have come to realize 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 galvanize the support of the music industry—a worldwide collective of likeminded individuals who together can make a significant difference.

Ultimately MAAC’s objectives will extend to curating large scale events with the intention of raising substantial funds, allowing us to curate our own initiatives. In the interim we will be working as a “fund” to which anyone can contribute. We in turn will select various “grassroots” initiatives as beneficiaries. Whether it be to save lesser known animals who desperately need our help like the Wild Dog, or to enable Rangers to educate land-owners and farmers as to how they can safely utilize their land to produce crops or livestock without harming local wildlife, our mission is to help.

Some startling statistics:
– 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.

– Every 15 mins an elephant is poached for its ivory.

– 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. This rate of extinction has been unprecedented since the disappearance of dinosaurs 65 million years ago.

– The Black Rhino population is down 97.6% since 1960.

– Listed as one of the world’s most endangered canids, and the most endangered predator in Africa, there are now only between 4,000-5,000 African wild dogs in the wild.

– The African lions’ numbers are diminishing rapidly due to habitat destruction, persecution by livestock farmers outside of protected areas, and human greed. 10,000-15,000 free-roaming African lions remain, down from 50,000 a decade ago.

– Poachers are responsible for the death of a staggering 35,000 African Elephants in 2014 alone.

For the past 7 years, “Social Experiment” has been the name of Jonny White’s internationally acclaimed series of Social Experiment showcases that have been an essential brand for the world’s top clubs and music festivals since it’s inception.

A great interview by ART DEPARTMENT for Be-At TV where he talks about why he set up Social Experiment Records & the foundation of MAAC (Music Against Animal Cruelty).

The proceeds from your Social Experiment label are going to a charity you established to protect African wildlife. Can you reveal more details about the charity?

It’s actually difficult for me to go into a whole lot of detail right now, as we’re still building everything and learning as we go. But to sum it up for you MAAC (Music Against Animal Cruelty) is a project that Wade Cawood and myself decided to assemble out of our shared passion for protecting animals. We’re just like a ton of other people who are infuriated everyday by the images and news of diminishing wildlife and mistreating of animals, and were inspired to do something, anything about it. I think the whole thing really started from a Facebook post we both saw and got into a conversation about a while back. If I remember the conversation actually began with a plan to book some time off and head out into the bush to poach poachers ourselves. As much as I would still love to follow through on that, we settled on forming a charity. Like I said, we’re learning, so in the interim the idea is to just collect funds and raise awareness by getting other artists behind the project and allocating whatever funds we can manage to collect to initiatives on the ground in Africa, so that we can help them to make a difference and protect the wildlife out there. Eventually we would like to see the project grow into much larger scale fundraising through festivals and international events, where we could potentially raise some real money and awareness. read the full interview here

Social Experiment will serve as a non profit record label with 100% of all net proceeds donated to MAAC (Music Against Animal Cruelty).

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