It's hardly been a secret these last few years that Philadelphia has emerged as one of the epicenters of underground rock—home to a wide variety of local and imported indie and alternative acts who have taken advantage of the city's burgeoning live and studio infrastructure (as well as lower rent and real estate prices) and brought its rock scene out of New York's shadow and into the spotlight.

This Friday and Saturday (Sept. 22-23), at the World Cafe Live venue, the city will host its first two-day festival of all local bands, appropriately called the Philly Music Fest. Though the non-profit fest is relatively lacking in proven A-list names—the two headliners, Cayetana and Strand of Oaks, are both acclaimed artists with cult followings, but neither have yet notched an LP on the Billboard 200 albums chart—the depth and variety is highly impressive for an all-Philly roster, anchored in alt-rock but also stretching to hip-hop, R&B, folk and alt-country across its 26 acts.

Greg Seltzer, Philly Music Fest's founder and curator (who will turn 41 on day one of the Fest), is hardly the sort of underground entrepreneur you’d expect to be helming such an endeavor: He's a partner at Philadelphia's Ballard Spahr LLP law firm, known among colleagues as "the bearded deal lawyer that wears jeans and sneakers to work." A Philly native who has remained devoted to the city’s music culture and live scene, Seltzer noticed the city’s growing musical culture (and national impact) and wanted to help it along—which he decided he could best do with a non-profit festival that supported local artists, funneling proceeds to venues and local music programs.

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