San Francisco, CaliforniaOctober 21, 2010— Every rock concert needs a headline act andÜmloud! is no exception! Today starts the search for the top-billed main act of Rock Band™3 players forÜmloud!, San Francisco’s biggest and most awesome annual gaming fundraiser for Child’s Play happening at DNA Lounge on December 9, 2010. Starting today, the“Headliner Band” package is up for auction on ebay.com, complete with a host of Rocktastic benefits, including first pick of songs, getting to play the night's only two-song set list, and an

array of unbelievable prizes and swag, including:

•    A custom band logo, posters, and T-shirts designed by the infamous Karen Chu (1up.com, Bitmob.com)

•    A custom "mockumentary"-style video directed and produced by Area 5 (Co-Op)

•    VIP table service forÜmloud! with a bottle of premium liquor and mixers

•    And much more!

"The night’s Headliner Band will really be the superstars ofÜmloud!," saysÜmloud! co-founder Joe Markert. "Our team can't wait to go all-out and make their rock n' roll fantasies a reality!"

The“Headliner Band” experience is currently up for auction on eBay at the following link: http://is.gd/g7zB7. The auction closes at 4 p.m. Pacific time, October 28, so get those bids in now!

On December 9, 2010, gamers in the San Francisco area will come together to rock all night and help a worthy cause. AtÜmloud!, you'll have the chance to take the stage at San Francisco’s DNA Lounge and play Rock Band™3 for Child's Play, a“gamers’ charity” started by Penny Arcade’s Jerry Holkins and Mike Krahulik that provides toys and games to children’s hospitals around the country, including Oakland Children’s Hospital.

Gaming industry veterans Chris Kohler (Wired.com), Joe Markert (Gamehelper), and John“Seg” Seggerson (Telltale Games) will lead the night of shenanigans at DNA Lounge. The event will feature a massive stage decked out with the latest Rock Band™3 gear and a huge set list of songs to choose from to make your stage debut, all provided by Harmonix Music Systems. And let’s not forget the loot-tastic silent auction and a raffle chock full of sweet gaming, tech, music and pop-culture booty!

Additionally, gamers who want to help supportÜmloud! in their quest to raise money and awareness for Child's Play can donate a percentage of their eBay auctions toÜmloud! by selecting the eBay Giving Works option and choosingÜmloud! from the charity directory when listing an auction.

For those who don't win the“Headliner Band” auction,Ümloud will sell its "Ultimate Band" passes starting in early November. Stay tuned to umloud.org for more news on prizes, band passes, drink specials and more!

For all thingsÜmloud!, check out the new teaser site www.umloud.org, and don’t forget to sign up to be a sponsor today. Become a fan ofÜmloud! on Facebook and followÜmloud! on Twitter.

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About Child’s Play Charity:

Since 2003, over 100,000 gamers worldwide have banded together through Child’s Play, a community based charity grown and nurtured from the game culture and industry. Over $6.7 million dollars in donations of toys, games, books and cash for sick kids in children’s hospitals across North America and the world have been collected since our inception.

This year, Child’s Play Charity has continued expanding across the country and the globe. With almost 70 partner hospitals and more arriving every month, you can be sure to find one from the map above that needs your help! You can choose to purchase requested items from their online retailer wish lists, or make a cash donation that helps out Child’s Play hospitals everywhere. When gamers give back, it makes a difference!


Ümloud! is the annual“Rock Band Night for Child’s Play” fundraiser held in San Francisco, California, organized by local video game veterans with proceeds going to Child’s Play Charity.  Visit www.umloud.org to sign your Rock Band bandmates up for time on the DNA Lounge main stage!

Ümloud! Media Contact:

Tracie Snitker

Reverb Communications

(209) 586-1495 ex. 104


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