The third annual Venice Beach Music Festival will rock the beach from 11 a.m. to 7 p.m. Sunday, August 10th, near the Venice skate park at the water end of Windward Avenue. A free event, the festival features a full afternoon of music from six eclectic and unusual up-and-coming bands as diverse in their sound as they are in their appearance.

Headlining the evening will be Venice band Sugarbitch, an “acid hard rock band with elements of flamenco,” says co-founder and organizer Milton Rosenberg.

Other local and California-based bands are scheduled to play throughout the afternoon. The Aliens, Stobo, The Virginia City Revival, Ninja Academy and the Steve Watts Band bring their wide range of musical talent and offerings to the stage for the festival.

The festival began after Venice residents Rosenberg, artist Brian Mileus, Michael Jost, and others received one too many noise complaints.

“Brian had this art stand [on the Boardwalk] so on Sundays we’d bring out a battery operated PA and we did shows facing the grass on the Boardwalk,” Rosenberg says. “We started getting harassed because of sound and noise complaints, but the guy who shut us down finally said, ‘All you need is a permit from the park department.'”

The simple suggestion from a friendly officer helped set off a snowball effect of organizing the music festival. Funded by Jost and Rosenberg, the first year was cobbled together through luck and the “magic of Venice.” Performing on a “stage” of rolled-out carpet was Rosenberg’s neighbor, Tracii Guns, of L.A. Guns and Guns N’ Roses fame, as well as various other bands.

The second festival saw an expanded setup with sponsors, drum kit risers, as well as Trulio Disgracias of Fishbone.

This year’s sponsors include Venice Neighborhood Council, Venice Beach Suites, Venice Chamber of Commerce, School of Audio Engineering, Sidewalk CafÈ, Venice Beach Quiznos, and Rock City News.

“We’re thinking we might break even,” Rosenberg says. “We’re completely not for profit, and we’ve gotten requests from the Chamber of Commerce to do it quarterly.”

Information, www.myspace .com/venicebeach musicfest/.