Independent creative agency Light+Co worked with director Benjamin Sonntag (who helmed Nike’s “Run Like A Mother” on this “Rise And Shine” PSA (video above) arriving on a silent Mardi Gras for the New Orleans Jazz & Heritage Foundation’s Music Relief Fund.
"By cancelling live music in New Orleans, the pandemic robbed the city’s musical community of not just their sound, but their livelihood. Their ability to make ends meet, and do what they do best: share their sound with the world,” LIGHT+CO CEO David Cameron said in a statement. “We’ve all had that moment when music has saved our lives. Now it’s time to save music.”
“When there’s a cause attached to art, the vision is easily shared, dialed in, and everyone puts their heart into it. Every person involved wanted to make the best film possible for the foundation and was open to how we got there,” Sonntag added. “There was no ego, just a truly unified effort. Everyone was all in.”
The effort marks the latest stage in the Music Relief Fund launched by the New Orleans Jazz & Heritage Foundation last spring, which has distributed over $1 million to struggling musicians across Louisiana and features “Rise And Shine” features New Orleans musician Troy “Trombone Shorty” Andrews and calls on viewers to help continue the city’s vibrant musical legacy.
“It’s been a rough time for our city’s musicians – many are hurting. Being a part of that community, I know that we have to be there for one another. We’ve always banded together to help each other – it’s more important now than ever,” Andrews said in a statement. “Music lovers, join us to help keep NOLA music alive.”