May 5, 2008 2:47 PM

A collaboration between the Sunset Strip Business Association, Sunset Strip music venue owners/operators and the City of West Hollywood will present the first annual Sunset Strip Music Festival June 26-28 in West Hollywood. The event is intended to promote, preserve and perpetuate the Sunset Strip music experience, which thrives today in clubs and theaters like the Roxy, Whisky A-Go-Go, the House of Blues, Viper Room, Key Club and the Cat Club—all of which are uniting for the festival.

The festival is expected to draw 9,000 consumers, fans, VIPs, auction winners and music industry leaders. Legendary music from the past, present and future will shake up the notorious 1.3 mile stretch during the festival. The music lineup will be announced in the coming weeks.

Launching Thursday, June 26 at the House of Blues with a celebrity kick-off event emceed by Sugar Ray vocalist and Extra host Mark McGrath, the festival will first pay tribute to Mario Maglieri, Lou Adler and Elmer Valentine, all music industry icons connecting the Sunset Strip to its past, present and future. It will culminate with a musical performance by a major act.

Performances will take place in the famed Sunset Strip establishments Friday and Saturday evenings (June 27 and 28) from 8 p.m. until 2 a.m. An “Icon Roundtable” discussion moderated by CNN’s Larry King and comprised of music legends and industry experts will occur earlier Saturday evening.

The festival's Website will be www.sunsetstripmusicfestival.com and more information is available on the Festival's MySpace page.

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