The Twilight Concert Series, featuring free summer concerts on the Santa Monica Pier, will enter its 28th year Thursday, July 5.

The 10-concert series will be held every Thursday night from 7 to 10 p.m. through Sept. 6.

Presented by Southern California-based OneWest Bank, the annual series features a unique mix of emerging and established music from all over the world.

Kicking off the event July 5 is Hawaii-based surfer/troubadour Donavon Frankenreiter, playing beach-ready songs, and Jeff Young’s Song and Dance Society.

Co-produced by Los Angeles-based Rum & Humble, the Twilight Concert Series will span diverse genres from breakout bands, established acts, singers and songwriters and local artists, including African rock, Indie rock, Cuban, Jamaican Reggae, contemporary salsa, New Orleans brass, folk and Louisiana funk.

The series attracts tens of thousands of concertgoers from all over Southern California and throughout the country who flock to Santa Monica to enjoy free concerts on the beach and under the stars.

The kick-off concert is supported by long-standing series partner Heal the Bay and renowned graphic artist John Van Hammerveld of “Endless Summer” fame, who has designed the 2012 Twilight Concert Series posters, T-shirts and sweatshirts.

“The Twilight Concert Series is about coming together for music and discovery in an amazing environment,” said Jay Farrand, the Santa Monica Pier administrator. “You just can’t beat summer nights at the pier. Where else can you listen to great bands with friends over the sound of crashing waves?”

Santa Monica Mayor Richard Bloom added, “We are nearing 30 years on a treasured Santa Monica legacy. Free summer concerts on the Santa Monica Pier are woven into the fabric of our identity, and the continued contributions and support from the Southern California community demonstrate the overwhelming desire to preserve and celebrate this remarkable cultural institution.”

The Thursday night concerts will be emceed by DJs from 89.9 FM KCRW, the media partner for the Twilight Concert Series.

Concertgoers are encouraged to take the Big Blue Bus to partake in the Twilight Concert Series. Parking will be available in the lot north of the pier at 1550 Pacific Coast Highway. Parking on the Santa Monica Pier deck will be closed. A free bike valet will also be provided, stationed on the beach next to the bicycle path on the south side of the pier.