Greg Pineda Musicians from well-known rock bands will gather at The Canyon club in Agoura Hills next month to host Gig 4 Greg, a benefit concert for their friend Greg Pineda. The Moorpark resident, performer and business owner was recently diagnosed with pancreatic cancer.

The event will take place on Wed., Nov. 5 from 6 p.m. to midnight and will include performances by musicians from such bands as Ambrosia, Chicago, REO Speedwagon and Three Dog Night. A silent auction is also slated.

Pineda, 54, an accomplished guitarist and songwriter who has performed all over the country, has touched many hearts. He said he is most proud of his first band— The Aluminum Marshmallow— started in 1968.

The local resident founded All Media Services, a familyrun business that's been based in Westlake Village for 22 years. The audio and video production service creates infomercials and documentaries, including the Real Artists Working (RAW) DVD series. Some of the artists featured in the series, which chronicles the lives and performances of influential bands in the United States, will headline the benefit concert.

Pineda most recently created the entertainment site GotWebTV.com, which showcases local talent and businesses on streaming webcasts.

The benefit concert will pay tribute to a person who's given a great deal to the community, said Burleigh Drummond, member of bands Ambrosia and Tin Drum.

"He's the most generous, humble and giving person I've ever worked with. He puts his heart and soul into every project that he does, and he always gives more than he takes," said Drummond, a Thousand Oaks resident who has worked on various projects with Pineda over the past 10 years.

Others who know Pineda echo Drummond's feelings.

"The story of Greg's life is generosity and going the extra mile for other people— to help them out and give them the opportunity to have a good start with no strings attached," said longtime friend Audrey Philpot.

"We want to have a 'love fest,' so to speak, as well as a fundraiser, to give an opportunity to all the people who love Greg to share their appreciation of who he is as a person," Philpot said.

Diane Pineda, who has been married to Greg for 27 years, appreciates the support.

"Battling cancer is difficult for everybody involved, and especially for Greg because he's a 'glass half full' guy who is used to having fun. So it's hard for him to see his friends crying," she said.

The event will provide an opportunity for fun during difficult times, said Greg's wife, Diane Pineda. Even those who don't know her husband will enjoy the music, she said.

"This isn't a concert, but an opportunity to join in a big family affair," she said.

The silent auction will include fine art, services from local businesses, autographed musical instruments and two tickets to the finale of "Dancing with the Stars."

Those interested in donating items for the auction are asked to contact Chrissy Lomax at chrissy@chrissylomax.com.

Pineda is undergoing aggressive chemotherapy and is using alternative medicine such as acupuncture and vitamin shots to treat his cancer.

The Gig 4 Greg fundraiser will help offset his medical expenses, many of which are not covered under the family's health plan.

Admission to the event is by donation at the door, and attendees are being asked to give from the heart. Gig 4 Greg is a benefit dedicated to the Pineda family and business in their time of need.

Pancreatic cancer is known as a "silent killer" because it's not usually diagnosed until it has metastasized.

According to the National Cancer Institute, an estimated 37,700 people will be diagnosed with the disease in 2008 and 34,200 will die from it.

The Gig 4 Greg artist event will be hosted by Carlos Amezcua of Fox News. Among the many performers will be The Sheds, a fivepiece ska/punk/reggae band from Agoura; Mallory Lewis, daughter of beloved puppeteer Shari Lewis; and REO Speedwagon's Kevin Cronin and his band The Remissions, which includes veteran musicians Jimmy Haslip of The Yellow Jackets, Gregg Bissonette of Ringo Starr's All-Star Band and Joe Vannelli pulling duty as group producer.

Pineda is maintaining high spirits, buoyed by the support of friends.

"I'm overwhelmed by the love and generosity," he said.

Lance Sterling, owner of The Canyon club, has donated the space for the event. The club is at 28912 Roadside Drive in Agoura.