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New Orleans Jazz & Heritage Foundation – Rise and Shine 4 minutes

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When the Covid-19 pandemic rolled across the globe it silenced live music everywhere and in New Orleans that silence felt particularly deafening.

To help offset the fallout for struggling musicians, the New Orleans Jazz & Heritage Foundation launched a Music Relief Fund last spring. Through their efforts, they’ve distributed more than $1M to musicians across Louisiana and this year the New Foundation begins the next wave of relief efforts in partnership with independent creative agency LIGHT+CO, by asking people everywhere a simple question: Have you ever been saved by a song?

The above PSA entitled Rise and Shine, is directed by Benjamin Sonntag through Twisted Fiction, and features New Orleans' own Troy 'Trombone Shorty' Andrews. It was created to reawaken New Orleans and to invite music lovers everywhere to join together and help the city's sound carry on for generations to come. 

“When there's a cause attached to art, the vision is easily shared, dialled in, and everyone puts their heart into it," says Sonntag. "Every person involved wanted to make the best film possible for the foundation and was open to how we got there. There was no ego, just a truly unified effort. Everyone was all in.”

“By cancelling live music in New Orleans, the pandemic robbed the city’s musical community of not just their sound, but their livelihood," added David Cameron, CEO, LIGHT+CO. "Their ability to make ends meet, and do what they do best: share their sound with the world. 

"We’ve all had that moment when music has saved our lives. Now it’s time to save music.” 

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