The Louisiana Music Hall of Fame (LMHOF) is an IRS certified 501 (c)(3) non-profit organization based in the state's capital of Baton Rouge, that seeks to honor and preserve Louisiana's rich music culture and heritage and to further educate its citizens and people worldwide about the state's unique role in contributing to American indigenous and popular music in the 20th century. The motto of the LMHOF is "honoring and preserving Louisiana's greatest renewable natural resource." Its primary outreach currently consists of a growing online "multimedia virtual museum." The organization is also actively developing partnerships and programs for collections, exhibitions, education aids and programs and performances. The LMHOF also seeks to stimulate economic growth by promoting the rejuvenation of the state's music industry. In one specific example, in 2009 LMHOF facilitated pro bono an advertising endorsement agreement between Al "Carnival Time" Johnson and the Louisiana Lottery Corp. which resulted in unprecedented media exposure and royalties to Johnson for use of his image,voice and signature song in a scratch ticket promotion during Mardi Gras season.