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SoCo Music Experience to Include The Roots & Saul Williams
Posted by Steve Juon at Tuesday, July 15th, 2008 at 2:50PM :: Email this article :: Print this article



SOUTHERN COMFORT MAKES BIG DIGITAL PLAY BRINGING
THE SOCO MUSIC EXPERIENCE TO THE WEB

Southern Comfort Increases Spend By 300% to Partner with Pitchfork.tv,
Heavy.com, My Damn Channel, Among Others to Deliver Music Festival
Experience

July 14, 2008, LOUISVILLE, KY ­ Southern Comfort has announced that it is
partnering with several music and lifestyle sites to bring the SoCo Music
Experience to the web in the form of custom episodic content. Music fans
will get a taste of the music festival experience from the fans perspective
mixed with live performances and interviews with the artists in clips
produced by Pitchfork.tv, Heavy.com, My Damn Channel, Complex.com and Death
+ Taxes.

Check out Heavy.com¹s first webisode "Anticipation" at
http://www.heavy.com/video/50829.

"The SoCo Music Experience is in its fourth year and we felt it was time to
take a fresher approach as a spirits brand by extending the event to
millions of music fans digitally but in a different way," said Campbell
Brown, Vice President, Director Southern Comfort Americas. "We¹re packaging
the overall festival experience with interviews from both fans and
performers and delivering the content in SoCo¹s brand voice."

The SoCo Music Experience festival tour is going to six markets with each
event showcasing five national performers with five top local acts on two
stages all for the low price of free*. An outdoor venue is transformed into
the complete festival experience ­ food and beverage vendors, poster and
t-shirt shop, the local record shop, merch tent, cornhole games, photobooths
and the SoCo & Lime Dome, among other areas. The festivals are open to be
people 21 and over.

Digital Partnerships
· Pitchfork.tv ­ Episodes will feature behind the scenes footage, band
and fan interviews and live performances. Viewers will get to learn how the
performers came together as a group, as well as how groups of friends
experience music together.

· Heavy.com ­ Episodes will feature behind-the-scenes footage, band and
fan interviews and live performances. Each four-minute episode will explore
themes associated with SoCo¹s brand positioning and the artists that embody
them. The Heavy.com partnership has already launched with episodes
including "Anticipation," "Energy," "Magnetism" and "Character" featuring
the SoCo Music Experience in Atlanta.

· My Damn Channel ­ Twelve weeks of episodes of "My Damn Channel Music
Nights" will feature music bars and clubs in New York and Los Angeles and on
the SoCo Music Experience festival tour this summer. Starting in July,
original content will be produced for a customized, co-branded channel
presented by Grace Helbig, host of My Damn Channel¹s "Daily Grace."

· Complex.com ­ The fashion/lifestyle site is building a comprehensive
guide to select SoCo Music Experience festivals, including an original "Best
of" Web Series about the event and host cities, emerging artist bios and
live recordings.

· Death+Taxes ­ The music magazine will be creating custom content for
their site featuring behind the scenes footage, band and fan interviews and
live performances.


"These sites provide us the opportunity to bring a Southern Comfort
experience produced in a way their viewers are accustomed to watching video
on their sites," said Brown. "It¹s a partnership in the truest sense of the
word."

In addition to these partnerships, festival pre-roll videos will appear on
Hulu.com, Billboard, UGO.com, Crave Online, PasteMagazine.com, Virb.com and
numerous other music-focused sites.

"Not only have we increased our investment around talent and the experience,
we are making a strong digital play for Southern Comfort increasing our
spend in this area to 25% of the total media budget versus 5% the previous
year," said Brown. "Our overall digital spend is up 300% versus last year,
which give us a real opportunity to engage our target consumers with a
meaningful SoCo experience."

Having already been to Atlanta and Denver, the event hits four more cities
this summer. This year¹s performers have included Against Me!, Gnarls
Barkley, Ghostland Observatory and Blonde Redhead, while The Roots, French
DJ duo Justice, The Black Keys, MGMT are among those scheduled to play
upcoming festival dates.

The SoCo Music Experience festival tour will hit the following cities this
summer:

Aug. 23 ­ San Diego, Ace Parking Lot, Petco Park
Featuring Common, The Black Keys, Kinky, Saul Williams, Grand Ole Party
*Note: a donation of $5 for the San Diego Music Foundation is requested

Sept. 6 ­ Madison, Willow Island at Alliant Energy Center
Featuring The Roots, The Black Keys, GZA, Benevento Russo Duo, Ha Ha Tonka

Sept. 13 ­ Saratoga/Albany, New Venue TBA
Featuring Justice, MGMT, Lotus, The Whigs and other acts TBA

Oct. 18 ­ Phoenix/Tempe, Phoenix Municipal Stadium
Talent TBA

In its fourth year, past acts at the SoCo Music Experience have included
Flaming Lips, Cold War Kids, Clap Your Hands Say Yeah, Spank Rock, The
Roots, Architecture in Helsinki, GIRL TALK, Sick Puppies, Cypress Hill,
Z-Trip, Black Rebel Motorcycle Club, Rose Hill Drive, Galactic, Delta
Spirit, among others.

With the SoCo Music Experience, Southern Comfort continues to back great
live music experiences in 2008, including the Voodoo Experience, New Orleans
Jazz & Heritage Festival, Lollapalooza, Forecastle Festival and countless
other live music events.

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