For Jim James and the members of My Morning Jacket, giving back is just as important as making music. Today, the band announced the launch of The Waterfall Project in order to further advance their work outside of music. Named after the band’s upcoming new album, The Waterfall Project will focus on raising awareness for environmental issues. The band have also partnered with several non-profit organizations to bring attention to the small things that people can do in an effort to curb climate change.
To promote the project, My Morning Jacket have released a new video in conjunction with Sonos. In the video, James and MMJ keyboardist Bo Koster talk about the process of recording the album in Stinson Beach, California and the story behind the choice of The Waterfall‘s album cover, which is a photo of Vernal Falls in Yosemite National Park. You can watch the video below.
The Waterfall comes out on May 5th on ATO Records.