Every 20 minutes,


the world adds another 3,500 human lives

but loses one or more entire species of animal or plantlife

at least 27,000 species per year.


Music Against Animal Cruelty


MAAC (Music Against Animal Cruelty) is a non-profit organization with one simple directive: to aid in wildlife conservation. Conceived by Jonny White of Art Department and longtime friend and founder of Pulse Radio, Wade Cawood, in collaboration with Tears for Tigers founder Jack Baucher, MAAC acts as a broker between musicians, the music industry and music fans, 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 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 help enable park rangers with educating landowners and farmers in how they can safely utilize their land to produce crops or livestock without harming local wildlife, our mission is to help.


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 like-minded individuals who together can make a significant difference.





To galvaniZe the support of the music industry to help aid wildlife conservation and protect animals from human exploitation. A worldwide collective of likeminded individuals who together can make a significant difference. 


A world where wildlife has a voice and a right to thrive and survive. 



relationships icon.jpg


We value what we know and who we know, and we will start by reaching out to the music industry—an untapped vital resource for wildlife conservation.

educate icon.jpg


We believe that in order for significant change to happen in the poaching of keystone species, education in China and Vietnam is fundamental. Demand reduction is critical to protect the worlds mega fauna. 

collab icon.jpg


We want to help pioneering grassroots conservation projects that need initial support and aid. 

music icon.jpg


We recognize that music could be a fantastic voice for animals.  



We recognize that each individual life really does matter and we respect all things living no matter how big or small. 

science icon.jpg


We believe in science and facts as a basis to make conservation decisions and to give us direction.

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.

Photography donated by Johnny Fenn & Louisa Seton