• Mediaweek, Tuesday, December 19, 2006 11:45 AM

Rainbow Media's IFC has signed up another integrated sponsor, making a deal with Brown-Forman's Southern Comfort on a series of short films that will run on the network through March.

The movies, to start as on-air interstitials this week, profile New Orleans musicians, many of them displaced in the wake of Hurricane Katrina. They were created by Arnold Worldwide and are part of Southern Comfort's "Start the Music Up" program, which seeks to raise money for local musicians and the New Orleans Area Habitat For Humanity.

Shot on location last April, the shorts mix live performance footage with personal narratives from seven artists representing various genres. Each leads off with Southern Comfort messaging, and viewers are encouraged to visit SoCoMusicFund.org for more information about the charity. Southern Comfort spent approximately $5 million on measured advertising last year and increased its spend to about $6 million through August of 2006, according to Nielsen Monitor-Plus data.

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