Fundraising project is the brainchild of Jonny White and Pulse Global boss Wade Cawood
A new global charity initiative called Music Against Animal Cruelty is seeking to spread awareness of wildlife conservation issues, as well as raising funds for frontline animal protection services.
Music Against Animal Cruelty has been set up by Art Department's Jonny White and Pulse Global radio boss Wade Cawood. And with scientists predicting that a staggering 20 per cent of the world's 15 million species could become extinct within the next 30 years - a rate of extinction the Earth hasn't seen since the Chicxulub asteroid impact wiped out the dinosaurs - other big-name dance music stars have been quick to jump onboard, with artists already pledging their support including Adam Beyer, Chris Liebing, Dubfire, Jamie Jones, Nathan Barato, Nicole Moudaber, Tiga, Apollonia, Ida Engberg and others.
It's early days for the project, but we're told MAAC will "raise revenue from worldwide music events" and "focus on community-led initiatives that will provide support to grassroots conservation projects and further wildlife conservation worldwide". The first MAAC event, a benefit for Rhino Conservation Botswana headlined by White and Barato, took place in Toronto on 7 February.
To find out more, hit up the MAAC website.