As you should be aware from all the coverage in this section of the site, the amount of plastic polluting our oceans is an incredibly serious problem which has already irreversibly damaged both the ecosystems within the oceans and, as a knock-on consequence, the environment at large.
Which is where Keynvor, the latest signing to Universal Music's Mercury KX label, comes in. Forget whale songs - the newest star of the ocean is the ocean itself. Specifically, the Atlantic Ocean. The project, pronounced 'cain-vor', takes its name from the Cornish word for 'ocean' and will see a series of tracks made in conjunction with musical acts.
The project's first single is called 'Preservation' and is a collaboration with Sebastian Plano, a classically-trained contemporary composer/multi-instrumentalist originally from Argentina. Plano utilized the rhythmic sounds of the ocean in his composition to create an uplifting piece of music - made in conjunction with Cornwall-based brewery Sharp's, and its Atlantic Pale Ale - that also highlights the ocean's plight.
"I took the sound of waves hitting the rocks to create the beat and all the rhythmic elements of the piece are sounds of the ocean," explained Plano. "The sea has so much power and I wanted to convey this in my music."
But it doesn't just stop there. Both Sebastian Plano and Mercury KX will donate 100% of the monies they receive from streaming use and the income they receive from permanent downloads of the track (at least £0.50 per permanent download) to Surfers Surfers Against Sewage, a national marine conservation and campaigning charity that inspires, unites and empowers communities to take action to protect oceans, beaches, waves and wildlife.
"Surfers Against Sewage is stoked to be amplifying the call of the ocean through the Keynvor project," said Hugo Tagholm, Chief Executive ofSurfers Against Sewage. " Our oceans are in peril, facing unprecedented challenges including the growing threat of plastic pollution. Together we can respond to this oceanic siren. Join the community movement for Plastic Free Coastlines today. The future is clean. The future is blue."
This is just the start of what should be a long and varied musical career for Keynvor - other artists are already lining up to collaboratewith the Ocean, which will result in forays into multiple genres including indie/electronic, folk and hip-hop, and even has plans to spread its important message this summer with both festival appearances and a live gig.
"We are committed to saving our unique and spectacular coastal regions," said James Nicholls, senior brand manager at Sharp's. "Based in Cornwall, we are surfers and ocean lovers, it's heart breaking to watch the water and the beaches that we love being slowly destroyed. The Keynvor project is built around, inspired by and intrinsically linked to the coast - what better way to save our beaches than recruit the ocean itself?"