Meet Universal's latest artist: Keynvor. "Preservation," a track by the "new" artist was released on Spotfiy this week, a collaboration withcomposer Sebastian Plano, with a four-track EP to follow later this month. What you won't guess at first is that this artist isn't a human being: it's the Atlantic ocean.

The name, Keynvor, is actually Cornish for ocean and the music-led campaign is actually an initiative by Havas London and its fellow Vivendi company Universal, on behalf of the U.K.'s Cornwall-based Sharp's Brewery and charity Surfers Against Sewage. The music harnesses the sounds of the Atlantic, recorded in and off the coast of Cornwall.

Sebastian Plano and music label Mercury KX will donate 100 percent of the funds they receive from streaming use and the income they receive from permanent downloads of the track to Surfers Against Sewage, which will help to raise funds for, and awareness of, coastal issues such as erosion and plastic pollution.

The music track is supported by press, OOH, an online film, digital ads and a PR and influencer campaign.