Southern Sound Music Alliance helps business owners’ visions come to light

Jan 6, 2024 | Businesses, Communities, Freeport, Music Scene, Walton & Beyond

Musicians on a stage engaged in their instruments in Freeport, FL

By Wendy O. Dixon

Live music can be the key to turning a business into a vivacious cultural space. It can bring energy, add economic, cultural and social significance, and generate community engagement. Music adds a cool factor that makes people want to visit.

Jennifer Sundal and Naomi Alvarado are experts at helping business owners bring their visions to fruition, including transforming venues into hot music hubs. As partners in Southern Sound Music Alliance, the talent bookers help businesses take center stage for music concerts and festivals, cultivating those that need a boost in exposure. “Business owners have so many irons in the fire, and this is something we can take off their plate,” Jennifer says. “Our goal is to bring owners’ visions to life. We focus on the vibe that they want to have.”

“We try to serve as the bridge between the music community and venues,” adds Naomi, who lives in Freeport. “We understand both sides of it so we make good matches between the two, handling the details business owners might not have experience with, such as the sound system.”

Business owners of Southern Music Alliances

Jennifer and Naomi are ingrained in the music industry. Jennifer’s husband, Donnie, is an international touring musician with Boukou Groove Band. Naomi’s husband, Chris, is a multi-talented musician and guitar maker. They have made a successful women-owned business by using their deep understanding of the process. “Our husbands see how hard we worked with their careers,” Naomi says, “And now they’re supportive with our careers.”

Starting Southern Sound Music Alliance in 2021 was tricky, as the larger festivals Naomi and Jennifer had planned turned into smaller ones due to COVID. “But it was the perfect time to bring back musicians,” Jennifer says. “It was about getting happy again and not feeling so isolated.”

Naomi and Jennifer have worked in Freeport, Pensacola, Destin and communities along 30A, among others. One recent client, 30A Axe, held a nine-month concert series, featuring local, regional and national acts. “Each week we included a local charity,” Jennifer adds.

Another Southern Sound project, Summer Haze, was a music festival held at Gulf Place, including Summer Haze Spring Fling and Summer Haze Winter Fest. “We make festivals affordable for the community, with tickets starting at $20,” Jennifer says. “And we also have VIP tickets, so there’s something for everyone.”

As North Walton County is growing rapidly and attracting more music lovers, Jennifer and Naomi have a lot in the works, and are open to connect with businesses. Look for upcoming dates and announcements at


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