Southern Comfort has become the sponsor of the Independent Film Channel's "Start the Music Up," a series that focuses on the personal stories of New Orleans area musicians.
The IFC network will begin today, and broadcast the films over a three month perion on IFC TV and its Web site, IFC.com. The project was created to help raise money for the Southern Comfort Music fund, which lends aid to the New Orleans Musicians Hurricane Relief Fund and New Orleans Area Habitat For Humanity.
The liguor industry has been making headway in sponsoring shows on the cable networks during the last several years. There has been a voluntary ban on liquor sponsorships on the broadcast networks for 50 years. The only exception seems 
to be in 2001 when NBC offered a short-term deal with Diaego's Smirnoff vodka, via "Saturday Night Live."
The platform of the Southern Comfort ads will be branding and messaging within a music festival-type environment, according to IFC.
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