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 cruelty. white has recently begun work on maac (music against animal cruelty), a charity project started with long time friend and pulse radio founder wade cawood. the charity will serve as a fundraising initiative with plans to galvanize the support of the electronic music industry and to help raise money and awareness 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 proceeds donated to maac.