My Morning Jacket Announce The Waterfall Project & Release Video

In anticipation of the release of My Morning Jacket's new album The Waterfall, out May 4th via ATO Records/Capitol Records, the band has just announced a long-term philanthropy effort called The Waterfall Project. Named after their new album, the project has been established to house the band's ongoing cause-related work.

Watch + Share Beautify Earth Video

On the heels of this announcement My Morning Jacket has also released a new video withSonos, the creator of the world's leading wireless hi-fi system. The video, as seen on Vanity Fair, is an invitation into the world of their seventh studio album, which was recorded at picturesque Stinson Beach, California. Jim James and Bo Koster share the story of how an old black-and-white photo of Yosemite's Vernal Falls became the record's vibrant cover art. The video culminates in the transformation of the image into a kaleidoscopic mural by the non-profit global art organization Beautify Earth that is changing the world one wall at a time through public art, a Waterfall Project collaborator. Be sure to watch and share onSonos Studio.

The inspiration and drive behind The Waterfall Project is to support great nonprofit organizations and to promote the seemingly small acts people take towards making a difference, and that when combined with others, can lead to big change. Over the course of this album cycle, The Waterfall Project will focus on supporting and amplifying environment and climate issues. The effort will include raising funds through ticket proceeds, exclusive merchandise items, direct donation, and fan engagement with great nonprofit organizations. Beneficiaries of The Waterfall Project are: Kentuckians for the Commonwealth, The Gulf Restoration Network, and Climate Justice Alliance.

The Waterfall Project is powered by Revolutions Per Minute (RPM), a nonprofit agency that provides artists with strategy and support for their activism and philanthropy.

For nearly a decade, My Morning Jacket has woven activism and philanthropy efforts into their music career. Utilizing their unique platform to support organizations and work they admire, the band has pushed to promote awareness and actions for timely issues, including mountaintop removal, just and humane immigration reform, voter registration, and many others. This support takes many forms and in the past has been through ticket add-ons, donating tracks to benefit albums like Red+Hot Fela Compilation and Dear New Orleans, special performances, and numerous other acts. Since 2007, the band and its individual members have generated almost $300,000 in funds for nearly 100 nonprofits working on music education, environment, disaster response, health care, women's rights, and more.

Be sure to check out MMJ on their worldwide tour this spring and summer.

My Morning Jacket Tour Dates

May 15 at Georgia Theatre in Athens, GA
May 16 at Tennessee Theatre in Knoxville, TN
May 17 at Hangout Festival in Gulf Shores, AL
May 23 at Boston Calling Festival in Boston, MA
June 3 at State Theatre in Cleveland, OH w/ Floating Action
June 4 at Stage AE in Pittsburgh, PA w/ Floating Action
June 5 at Governors Ball Music Festival in New York, NY
June 7 at Field Trip Festival in Toronto, ON
June 9 at Chicago Theatre in Chicago, IL w/ Hiss Golden Messenger
June 10 at Chicago Theatre in Chicago, IL w/ Hiss Golden Messenger
June 11 at Chicago Theatre in Chicago, IL w/ Hiss Golden Messenger
June 12-14 at Bonnaroo in Manchester, TN
June 16 at The Fillmore in Detroit, MI w/ Hiss Golden Messenger
June 17 at The Fillmore in Detroit, MI w/ Hiss Golden Messenger
June 19 at Gentlemen of the Road Stopover in Waverly, IA
June 20 at Riverside Theater in Milwaukee, WI w/ Floating Action
June 21 at Riverside Theater in Milwaukee, WI w/Floating Action
June 23 at Palace Theatre in Columbus, OH w/ Floating Action
June 24 at Palace Theatre in Columbus, OH w/ Floating Action
June 26 at Northrup Auditorium in Minneapolis, MN w/ Hippo Campus
June 27 at Northrup Auditorium in Minneapolis, MN w/ Lizzo
July 17-19 at Forecastle Festival in Louisville, KY
July 21 at nTelos Wireless Pavilion in Charlottesville, VA w/ Lizzo
July 22 at Artpark Series in Lewiston, NY w/ Lizzo
July 25 at Xponential Music Festival in Camden, NJ w/ St. Vincent
July 26 at Merriweather Post Pavilion in Columbia, MD w/ Jason Isbell
July 28 at Red Hat Amphitheatre in Raleigh, NC w/ Lucius
July 29 at Uptown Amphitheatre in Charlotte, NC w/ Lucius
July 31 at Champions Square in New Orleans, LA w/ Lucius
August 1 at Amphitheatre in St. Augustine, FL w/ Mini Mansions
August 3 at The Fillmore in Miami, FL w/ Mini Mansions
August 4 at Hard Rock Live in Orlando, FL w/ Mini Mansions
August 7 at Fox Theatre in Atlanta, GA w/ Mini Mansions
August 8 at Fox Theatre in Atlanta, GA w/ Mini Mansions
August 10 at BJCC Concert Hall in Birmingham, AL w/ Mini Mansions
August 12 at The Peabody Opera House in St. Louis, MO w/ Hippo Campus
August 13 at Starlight Theatre in Kansas City, MO w/ Hippo Campus
August 14 at Red Rocks Amphitheatre in Denver, CO w/ Sylvan Esso
August 28-30 at Rock en Seine Festival in Paris, FR
September 1 at Rivierenhof Amphitheatre in Antwerp, BEL
September 2 at Gloria in Koln, GER
September 4 at Electric Picnic Festival in Dublin, IRE
September 5 at End of the Road Festival in Larmer Tree Gardens, UK
September 6 at The Ritz in Manchester, UK
September 8 at Shepherd's Bush Empire in London, UK
September 10 at Paradiso in Amsterdam, HOL
September 12 at Take Root Festival in Groningen, HOL
September 13 at Lollapalooza in Berlin, GER

Links
Official Website
Facebook
Twitter
Instagram
YouTube

To post a comment, you must register and login.