Guitar Center Creates the Ultimate Jimi Hendrix Experience; Leading Music Instrument Retailer Offers an Exclusive Guitar and Amp Customized by Renowned Artist Shepard Fairey

Guitar Center announced today that it has teamed up with Experience Hendrix, L.L.C. (the official Jimi Hendrix Family Company) to launch the retailer's biggest promotion to date. Known for providing monthly promotions to millions of consumers, Guitar Center will hold an exclusive enter-to-win contest in which one lucky customer can win a custom Gibson Flying V guitar and Marshall half stack amp. These one-of-a-kind collector's pieces will feature Jimi Hendrix's likeness created by critically acclaimed street artist Shepard Fairey. More than a spectacular giveaway, the Experience Hendrix Guitar-a-thon promotion serves as a tribute to Jimi Hendrix and his legacy, which continues to provide inspiration to musicians around the globe.

"Experience Hendrix is very selective about which companies they allow to affiliate with Jimi's music and image, so we're honored that they've embraced our tribute to his legacy," said Jack Sonni, vice president of marketing communication for Guitar Center. "Our customers are first and foremost music enthusiasts, and the Experience Hendrix promotion gives them an opportunity to take home a pair of truly unique Hendrix-inspired relics."

Scheduled for April 2005, the Guitarathon promotion and month-long savings event celebrates the world's greatest guitarists and the gear they made famous by paying homage to the immortal Jimi Hendrix, who single-handedly changed the history of guitar and continues to influence generations of players.

"It has long been the goal of Experience Hendrix to form friendships with those who share our enthusiasm for the musical legacy of Jimi Hendrix and the broad spectrum of music at large," said Janie L. Hendrix, president and CEO of Experience Hendrix. "Our mission is to keep Jimi's vision and dream alive for generations to come. This is why Experience Hendrix has joined with Guitar Center to promote not only the music of Jimi Hendrix, but also the dream of so many other musicians to reach for the sky, set new trends and strike a universal chord to be enjoyed by all."

Partnering with Experience Hendrix to promote the release of Power of Soul, a new multi-artist tribute CD featuring such legendary artists as Santana, Prince, & Eric Clapton, JH signature Digitech pedal and Hendrix lyrics book, Guitar Center will feature exclusive Hendrix photos/art in its Buyer's Guide, Hendrix signature products, and the exclusive enter-to-win contest.

"I've been a huge fan of Jimi Hendrix my entire life, so it was both an honor and a thrill when Guitar Center and Experience Hendrix contacted me to create art that spoke to Jimi's legacy," said Fairey. "Inspired by Jimi's unmatched talent and unforgettable presence, I wanted to create unique pieces that cast him in a new light while sparking warm feelings of nostalgia. The guitar and amp provided the perfect medium because the equipment reflect the synergy between the tools of his trade and my interpretation of Jimi's spirit as both a fan and an artist."

The month-long promotion will culminate with the winner announcement in early May. Participants can submit entries at any Guitar Center location or online at www.guitarcenter.com.

To receive more information or schedule interviews regarding the Guitar Center promotion, please contact Formula at 310-578-7050.

About Shepard Fairey

A world-renowned visual artist, Shepard Fairey is a critically acclaimed, prolific and "notorious" street artist whose memorable graphics work and fame has spread all over the globe. In addition to his studio work (www.studionumber-one.com), Fairey also is known for his work with the "Obey Campaign," which can be explained as an experiment in Phenomenology. For more info, visit www.obeygiant.com.

About Experience Hendrix

Experience Hendrix is the family company of the late guitar great Jimi Hendrix. The Seattle-based company, manages, protects and oversees the intellectual property rights and catalog of Jimi Hendrix. Experience Hendrix was founded by Jimi's father, the late James "Al" Hendrix.

About Guitar Center

Guitar Center is the nation's leading retailer of guitars, amplifiers, percussion instruments, keyboards and pro-audio and recording equipment. We presently operate 138 Guitar Center stores, with 114 stores in 46 major markets and 24 stores in secondary markets across the U.S. In addition, the American Music division operates 19 family music stores specializing in band instruments for sale and rental, serving thousands of teachers, band directors, college professors and students. Guitar Center is also the largest direct response retailer of musical instruments in the U.S. through our wholly owned subsidiary, Musician's Friend, Inc., and its catalog and web site, www.musiciansfriend.com. More information on Guitar Center can be found by visiting the Company's web site at www.guitarcenter.com.