TVA Presents and Harder Promotions kick off a new monthly music event “The Mix†at CENTRAL Social Aid & Pleasure Club starting on Friday, September 24, 2010. “The Mix†will showcase Guitar Center employee bands and benefit a different charity each month.
This Friday’s event will feature a very special surprise headliner who recently performed at this year’s Sunset Strip Music Festival, as well as hard rockers Love and a .38, Red Again and a guest DJ geared up for the future of electro-rock-dance and house. Proceeds this month will benefit MusiCares, a charity providing critical health and human services to music people of all walks of life.
“Guitar Center was the first job I had in Los Angeles; I was their original check-in gal,†says Taylor Van Arsdale, co-founder of the event, whose fi
rst day on the job included running after a thief with a Gibson Les Paul and tackling him as he fled the store. Though tenured at Guitar Center for a little less than a year, she says, “The place felt like home and still does. Hosting the monthly event at CENTRAL S.A.P.C. seemed like the perfect fit since it’s a place where bands come together for social cause,†says Van Arsdale.
Audrey Harder, co-founder of the event, has worked as an Event Coordinator at the Hollywood Guitar Center since 2002 and has been actively involved in the local music scene since 1997 booking and promoting bands. In 2010, she launched Harder Promotions; a boutique entertainment promotions company whose specialty is to work with up and coming bands, performance artists, night club promoters and venues in and around southern Calif
ornia. Harder says, “We wanted to give bands of varying genres a place they would have an equal opportunity to play. Today, most clubs only want to book what’s popular.â€
Central co-owner Rory Lovett says, “Our business model is sort of a three-headed monster: We really want to provide a nice watering hole for people in the neighborhood to come by, hang out, have a cocktail and listen to some great music. We also want to put on great live music shows. That’s our strength. And lastly, we really want to generate a fun type of party atmosphere for people who are involved in political causes and non-profits.â€
Taylor Van Arsdale, an entertainment journalist/photographer and Audrey Harder a music promoter met and joined forces when Van Arsdale started the Guitar Center Hollywood: Alumni & Friends Facebook page. The two enlisted a DIY approach to create a monthly mixer, hence the event’s name; “The Mix.†They are always looking for potential sponsors for the auction, gift bag giveaways or to be a part of the upcoming events. “Svedka vodka came on board for this event and the club is will be offering $3 Svedka drink specials,†says Van Arsdale.
ABOUT MUSICARES
MusiCares provides a safety net of critical assistance for music people in times of need. MusiCares’ services and resources cover a wide range of financial, medical and personal emergencies, and each case is treated with integrity and confidentiality. MusiCares also focuses the resources and attention of the music industry on human service issues that directly impact the health and welfare of the music community. www.grammy.com/musicares.
ABOUT CENTRAL S.A.P.C.
CENTRAL S.A.P.C. is an organic meeting center for progressive culture, social activism and globally conscious organizations to hold community meetings, benefits, and rallies, in addition to programming quality indie music & cultivating the electronic scene on the Westside of LA. The CENTRAL aims to foster community in an aesthetically rich, but casual neighborhood bar environment, while creating a hub for special events and the most credible live music acts and world-renowned DJs. Hours of operation are 4pm-2am daily with free cover charge in the lounge. Happy Hour is M-F from 4pm-8pm, Sa/Su 5pm-8pm. For more information and a calendar of events, visit www.centralsapc.com
CENTRAL S.A.P.C is located at 1348 14th Street, Santa Monica, CA 90404. Phone number is (310) 451-5040. Doors open at 7pm. Tickets are $10.00 in advance, or $12.00 at the door. Raffle tickets can be purchased for only $2.00 and will feature various fun prizes each month.
For more info or to get involved contact: Tailfish@roadrunner.com
