My Morning Jacket will release their new album The Waterfall on May 4th, and with Jim James and company's latest LP comes a new philanthropic effort called The Waterfall Project. "We're honored to announce The Waterfall Project - a fund that supports & promotes engagement around causes we hold dear," the band announced on Twitter Wednesday.
"The Waterfall Project is dedicated to supporting and promoting actions, big and small, for positive change in the world. As part of this effort, we will dedicate funds, established with portions of ticket sales from U.S. shows, proceeds from special merch items and donations, to organizations working on the frontlines of the important issues," the foundation's official site writes. "In 2015, the Waterfall will focus on supporting and amplifying environment and climate issues."
The Waterfall Project also announced the first three beneficiaries of their fundraising efforts: Kentuckians For the Commonwealth, the Gulf Restoration Network and Climate Justice Alliance. "We are inspired by the work of these nonprofits and dedication to the respective issues and communities they serve. We are honored to support them and look forward to learning and sharing more in the weeks and months to come," the band wrote. Head to the group's official site to donate now.
In addition to their philanthropic efforts, My Morning Jacket also dropped a new video made in association with Sonos that breaks down how picturesque Stinson Beach, California inspired the recording of The Waterfall. The video also shows how global arts non-profit organization Beautify Earth, a Waterfall Project collaborator, created a mural based on The Waterfall's artwork.