Matthew McConaughey Encourages You to Just Keep Livin'

Matthew McConaughey, known for his lovingly brosephness in every single last romantic comedy he's starred in during the '00s and prior, has the capacity for seriousness. Not only is he committed to his model girlfriend, Camilla Alves, and their son, Levi (they're also expecting another little one), but he's also committed to helping disadvantaged youth grow into healthy and responsible humans. Earlier this month, he visited Larry King Live to discuss his foundation, j.k. livin (it's really simple, the j is for "Just" and the k is "Keep").

The foundation was created in tribute to his father, who passed away while he filmed his eponymous role in the '90s classic Dazed and Confused. His idea was "the ‘j.k. livin’ approach to each day helped me navigate through the good times and bad, stay true to my ideals along the way and make the best out of this adventure we call life."

The focus of his foundation encourage kids to stay active and become leaders. They offer after-school programs focusing on fitness, health and nutrition. But the Hollywood hunk is expanding the message further, creating an indie label. The idea spawned from helping his buddy get his music to the masses.

With  j.k. livin records, he started the label to get his favorite artist Mishka’s music distributed. After four years, Mishka's album was released via j.k. livin records, going on to debut at #1 on the Billboard reggae charts.  McConaughey's label released a second album on October 20 called Guy With a Guitar for Mishka.

Celebs are thinking big picture when it comes to using their high-profile lives to help others — and also considering what will have to happen when the movie thing isn't a viable source of fulfillment (or let's be honest, dollars) anymore. But I'm pretty sure this isn't a vanity thing for the self-proclaimed "beach bum." He's got his eye firmly planted on something bigger: making the world a better place.