• by Nina Lentini  @Nina_Lentini, December 19, 2006

Short films that tell the stories of New Orleans-area musicians are running this week on the Independent Film Channel (IFC) as part of Southern Comfort's "Start the Music Up" initiative to raise money for musicians and others affected by the 2005 hurricanes.

The films will be shown over a period of three months and posted at www.IFC.com. The partnership provides Southern Comfort with an opportunity to get its brand and message before an audience that enjoys IFC's uncut, festival-like environment.

IFC will run on-air promotions directing viewers to both ifc.com and www.socomusicfund.org to learn more and view the stories. "As a commercial-free network, we've developed a business model that offers our partners innovative avenues to effectively reach consumers in a creative and uncluttered environment," said Alan Klein, senior vice president of partnerships and licensing for IFC. "This particular initiative speaks to the wide range of partnerships we continue to develop, and we are very pleased to kick this off for such an important cause."

"More people will hear these musicians' powerful stories, visit the SoCo Music Fund Web site (www.socomusicfund.com), and make a donation to help keep music alive and thriving in New Orleans," said Ann Stickler, vice president/global marketing director of Brown-Forman, which owns Southern Comfort.

The films were created by Arnold Worldwide, shot on location in April leading up to Jazz Fest. The lineup includes Big Sam's Funky Nation, Cowboy Mouth, Gravy, Hazard County Girls, Johnny Sketch and the Dirty Notes and Theresa Andersson.

"Music is a big part of the Southern Comfort tradition, so it's a natural partnership," said Pete Favat, chief creative officer at Arnold Boston. "We're thrilled that IFC can give the project this kind of exposure."