CHICO, Calif. — Musicians in Northern California are playing round-the-clock for 17 days in an attempt to break the Guinness World Record for the longest concert by multiple artists.

The Chico Enterprise-Record reported that musicians have been playing at the Down Lo in downtown Chico since April 1.

Organizers thought they broke the record last year but it was invalidated by Guinness for various reasons. This attempt is called Chico Strikes Back.

The idea could grow.

Next year organizer Julian Ruck wants to starts a national competition for "World's Longest Concert."

The idea is that on April 1, 2017, about 30-40 venues all around the United States start a concert at the same time with Chico as the example and template for how to succeed.