5 Concerts Planned to Aid Victims : Pop music: Seven firms will cooperate in offering benefit performances aimed at raising $1 million for riot areas.

Seven of Southern California’s leading concert promotion firms Tuesday were planning a series of benefit performances to raise upward of $1 million for victims of last week’s rioting.

“This is an extremely unusual occurrence,” said Missy Worth, vice president of talent and acquisition for MCA Concerts, which books shows at the Universal Amphitheatre.

“Concert promotion in this town is typically a very cutthroat, competitive business. But after each of us witnessed the devastation, we all felt the need to do something to raise money for those in need.”

The preliminary plan is for an initial series, starting in July, to include five concerts during a three-month period at the Los Angeles Coliseum, Los Angeles Sports Arena, the Forum in Inglewood, the Shrine Auditorium and the Long Beach Arena. More concerts could follow later. The concert sites were chosen specifically because of their proximity to last week’s destruction.

No details were available as to which entertainers would be asked to perform, but each show is expected to present a different genre of music--metal, R&B;, Latin, alternative rock and pop. Money raised from the shows will be earmarked for the mayor’s “Rebuild L.A.” extragovernmental task force headed by Newport Beach entrepreneur Peter V. Ueberroth.

Avalon Attraction’s Brian Murphy, who spearheaded the effort, said he hoped the fund-raisers would not only raise money for the needy, but also serve as a means to reunite the community.

“Music has always been a healer,” said Murphy, whose company frequently puts on shows at the Sports Arena, the Forum and the Long Beach Arena. “One of the biggest by-products of live music--rock or Latin or R&B--is; that it brings people together, people of diverse backgrounds.

“I think a lot of artists who make Los Angeles their home will want to contribute in any way they can. Not only do we hope to raise a lot of money with these concerts, we hope that they will bring people in Los Angeles back together again . . . that the music will encourage them to go back into these communities and enjoy themselves.”

Besides Avalon and MCA Concerts, the other firms involved in the project are Nederlander, Bill Graham Presents, Goldenvoice, Alan Haymon Entertainment and Andrew Hewitt/Bill Silva Presents.

Representatives from each organization sketched out preliminary plans for the nonprofit venture Monday night at the offices of Avalon Attractions in Encino.

Promoters said Tuesday that they hope to use the relationships they have built up over the years with artist management teams to enlist acts to donate their services. They have also held preliminary discussions with the general managers of most of the venues, who expressed optimism that they could reduce venue fees so the events could turn a profit.

“None of the promoters involved in this project will make a penny in profit on these events,” said Alex Hodges, vice president of the Nederlander Organization, which presents shows at the Greek Theatre, the Pantages Theatre and Pacific Amphitheatre.

“I don’t think we’ll have any problem getting artists to help us out, either. Musicians have always been on the forefront of social issues to raise money when tragedy strikes. Think about Farm Aid and Live Aid and Earthquake Aid. We anticipate that many major stars will donate their services.”