On the evening of Feb. 10, in an upstairs corner of Hollywood's Emerson Theatre, where Republic Records held its official Grammy Awards after-party, acts like Florence & the Machine, Gotye, Kelly Rowland, the Civil Wars and Nelly could be seen signing instruments and posing for photographs with a placard that read, "I Stand Up."

In addition to celebrating the Grammys, the party served as a platform to help relaunch Stand Up for a Cure, a New York concert series designed to raise funds for various causes. SUFAC's last charitable concert was in 2010, but Joseph Shalom, whose company Live Production Group produces the series, has big plans for the future, including numerous shows this year and several events planned for New York's Hammerstein Ballroom around the next Super Bowl.

"We knew that being here in Los Angeles for Grammy week is pretty big," Shalom says, noting that SUFAC partnered with EMI Music Publishing for its 2009 Grammy after-party. "It's one thing to try and relay an offer and explain what we're doing from an agent, but another when you have a physical presence and they see the good work you're doing."

The signed instruments will be auctioned off during SUFAC's kickoff event of 2013-a performance with Jerry Seinfeld at New York's Theater at Madison Square Garden on April 17, which will benefit the American Diabetes Assn. Shalom hopes to have up to six SUFAC concerts around the city in 2013.

Cynthia Sexton, executive VP of brand partnerships and licensing for Republic and Island Def Jam, says SUFAC was the perfect organization to partner with for Republic's Grammy after-party. "They're not just looking for cures to cancer or one thing," she says. "They're raising funds for medical research and treatment across a broad spectrum of medical illnesses."