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.
To lay the foundation, the first release sees none other than DJ Qu deliver 3 rugged cuts of subterranean, dance-floor heat to represent the musical direction and ethos for the new label with the appropriately titled Social Experiment EP.
With little news of further plans and with releases kept mostly under wraps, we only know that White has made mention of his excitement about an artist named Jonathan Lee, a long time friend and fellow Toronto native who will be making his debut on the new label.
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.