Edgy net programs events with BAM, SXSW, Bonnaroo

IFC, the cabler known for its “slightly off” brand, is heading off the TV screen as it teams with the Brooklyn Academy of Music, South by Southwest, and Bonnaroo for comedy initiatives.

Net has renewed its partnership with the Brooklyn Academy of Music (BAM) for its monthly comedy night, “Get It Out There: Comedy by BAM & IFC,” and the cabler will once again sponsor SXSW by bringing comedy to the fest with the IFC Crossroads House. A new partnership with the Bonnaroo Music and Arts fest makes IFC the first TV net to sponsor the event’s comedy tent.

Partnerships will offer live comedy acts, and allow IFC to feature stars of its upcoming programming, as well as promote its own brand.

“We are always looking for unexpected places to highlight what we do best in the comedy space,” Blake Callaway, senior veep of marketing at IFC told Variety. “Let’s go where our fans go and support the comedy community at the same time…We want to be ‘on the ground,’ so to speak, where established and emerging comics are performing.”

Callaway also noted: “These events are typically associated with music and performing arts, so they’re a great way for IFC to stand out from the crowd. They’re the perfect way to bring our brand to life, beyond the channel and website.”

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