Cypress, Calif. - JVC's mobile electronics division, which has teamed with local music bands in the past to promote its products, is taking the next step by staging its own local music event at a well-known club on the Sunset Strip in Los Angeles.

The division is the promoting sponsor for a Wednesday night performance by local indie pop band LiLA (Lost In Los Angeles) at The Cat Club, the rock venue owned by Slim Jim Phantom of The Stray Cats. If the event is successful, said marketing GM Chad Vogelsong, the JVC division might replicate similar events three to four times per year in Los Angeles.

Wednesday's event, promoted on local radio, will feature door prizes consisting of new mobile audio products. The event will be filmed by male-lifestyle website EgoTV, a partner in JVC's third annual Turn Me On promotion. EgoTV's video of the performance, along with behind-the-scenes images, will be displayed on JVC Mobile's website and the EgoTV site.

"No one really has huge tie-ins to music in the mobile industry," Vogelson said of the company's local music promotions and its national Turn Me On promotion, which this year partners with nationally known rock band All-American Rejects. That band is featured in an online viral video that also appears on JVC's video billboard in New York's Times Square.

For the Los Angeles event, dealers and reps have also been invited to attend.