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 worlds top clubs and music festivals since it’s inception. From instalments in Panorama Bar and Fabric to DC10, these events have set the tone for a new project and new sound that White plans to concentrate his latest efforts on. The new catalogue promises to focus on a raw, dubby, industrial and brooding style of techno, a direction that has been transparent in Art Department shows as of late with much of the early catalogue being present in his sets.

This newly inspired project has also been launched as a partnership with hometown friends Nitin and former Art Department band-mate Kenny Glasgow in support of an issue very close to their hearts—animal rights. White has recently begun work on a charity project with long time friend and Pulse Radio founder Wade Cawood - called MAAC (Music Against Animal Cruelty). The charity will act as a fund with plans to galvanize the support of the electronic music industry and to help raise money to protect African wildlife facing the threat of diminishing population or extinction. Social Experiment will serve as a non profit record label with 100% of all net proceeds donated to MAAC.

About MAAC:
MAAC (Music Against Animal Cruelty) is a non profit organization with one simple directive: to save African wildlife. MAAC is a vehicle conceived by Jonny White of Art Department fame and long time friend and founder of Pulse Radio, Wade Cawood, to 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. Ultimately MAAC's objectives will extend to curating large scale events in hopes of raising substantial funds, allowing us to curate our own initiatives in Africa. 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. 

Wildlife conservation in Africa 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 in Africa.

Social Experiment is a non-profit record label. 100% of net proceeds from sales of this record will go towards conserving wildlife in Africa.

Canadian Jonny White, acting Head of No.19 Music, is now the lone force behind the influential project that began as a collaborative effort with long-time friend Kenny Glasgow in 2009. The prolific producer’s original production style landed Art Department at the forefront of a major underground music movement, transcending genre barriers and forever altering the landscape of dance music. Their game-changing contribution to electronic music has been undeniable, garnering accolades such as #1 track of the year at the Beatport Awards in 2011 and iTunes #2 “Best Electronic Album” of 2011. Notable mention in wide-spread press, including The Guardian, Rolling Stone, Billboard, Vogue, I:D, Nylon and Vibe Magazine who ranked art department the #2 DJ/Producers in the world in 2013, second only to Daft Punk, firmly established Art Department as a rarity in the world of electronic music.

Social Experiment Records is following