MMJ possibly on future Fader Mag discs

[LaurieBlue]

http://www.brandweek.com/bw/magazine/columns/article_display.jsp?vnu_content_id=1002539795

Whisky a Go-Go

Roll over, Jack Daniel and tell Jim Beam the news: There's a new brand on the Southern rock circuit. Music magazine The Fader has signed a year-long deal with Southern Comfort that spans from ad pages to events and promotions, beginning with the July/August summer music issue. (There was no mention of stipulations about brown M&Ms.)

The central piece will be limited-edition seven-inch vinyl singles that will be compiled by The Fader's editors. Four colored discs—one themed to each season—will feature a range of music, from "zooted out folk rock to tropicalia to rock jams to crazy French disco rap," said Andy Cohn, publisher. Animal Collective, Tom Ze, My Morning Jacket and TTC were mentioned as the types of genre-corresponding bands that would be featured, though no groups have been confirmed yet. Five hundred of each colored disc will go to top DJs, artists and influencers. The mag's readers can also vie to win the exclusive recordings on TheFader.com blog. Sleeves will feature custom work from emerging artists. The magazine profiles indie rock and hip hop artists.

In addition, Southern Comfort print ads will run in every issue of the magazine and the brand will sponsor the Levi's/Fader Trading Post at the South by Southwest Music Festival in 2007 and other events where Fader has a presence.