LOUISVILLE, Ky.--(BUSINESS WIRE)--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.com's 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. "We're packaging the overall festival experience with interviews from both fans and performers and delivering the content in SoCo's 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.
"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. "It's 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 year's 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
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.
For more information, contact Sean Wachsman:
Sean Wachsman, 502-774-7643, firstname.lastname@example.org
For more information and continued updates about the SoCo Music Experience, please visit www.southerncomfort.com/scmx . Restrictions may apply.
About Southern Comfort
Southern Comfort®, a fruit, spice, and whiskey flavored liqueur, was founded in New Orleans by bartender M.W. Heron in 1874. Today, it is sold in over 90 countries around the world and continues to grow as an icon brand. Please visit us at www.SouthernComfort.com . For Southern Comfort press information, please visit www.socopressroom.com .
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