diff --git a/Makefile b/Makefile
index 8d97df39..800fb2f8 100644
--- a/Makefile
+++ b/Makefile
@@ -1,4 +1,4 @@
-.PHONY: requirements requirements-upgrade freeze syncdb run run-public makemessages compilemessages collectstatic cloc clean user
+.PHONY: requirements requirements-upgrade freeze syncdb run run-public makemessages compilemessages collectstatic cloc clean user south
 
 project_name=proj
 
@@ -37,6 +37,17 @@ collectstatic:
 user:
 	-@ipython manage.py createsuperuser
 
+# If the first argument is "south"...
+ifeq (south,$(firstword $(MAKECMDGOALS)))
+  # use the rest as arguments for "south"
+  RUN_ARGS := $(wordlist 2,$(words $(MAKECMDGOALS)),$(MAKECMDGOALS))
+  # ...and turn them into do-nothing targets
+  $(eval $(RUN_ARGS):;@:)
+endif
+south:
+	-@python manage.py schemamigration $(RUN_ARGS) --auto
+	-@python manage.py migrate $(RUN_ARGS)
+
 cloc:
 	-@echo "### Counting lines of code within the project"
 	-@echo "# Total:" ; find . -iregex '.*\.py\|.*\.js\|.*\.html\|.*\.css' -type f -exec cat {} + | wc -l