Here is a little free association test for you: When you hear the expression “competitive eating,” what comes to mind?

If the answer wasn’t a Mexican Elvis impersonator, well, you’re probably not the only one, but it feels kind of appropriate, no?

Indie record label Light in the Attic is hosting their 3rd annual donut eating contest on Saturday, August 1st at 1p at Top Pot Doughnuts (5th Avenue location). This event is free to the public. There are a few fun and exciting changes this year for participants and cheerleaders alike, including the participation of four other record labels (Barsuk, Sub Pop, Suicide Squeeze, and Hardly Art).

The name of the game is doughnut eating, and apparently this will be a tag team-type affair. Volunteers from the audience will be selected at random and teamed up with one of the five label representatives to scoff down as many rings of fried deliciousness as possible.

As you sink into the inevitable diabetic coma that will result, should you be one of the lucky participants, you will be heralded into it with the sounds of El Vez, who will be MC’ing the event, as well as the Unnatural Helpers, Grant Olsen from Arthur and Yu, and Scott Reitherman from Throw Me the Statue, all of whom will be playing live and doing DJ sets.

Your victory, should you have an opportunity to seek it will not be easily won. “Billy the Fridge,” last year’s champion, will be returning to defend his Top Pot title, and will not hand it over without some serious competition. You will have to snatch it from his glaze-encrusted fingers!

Come hungry for victory, doughnut, and indie pop and make your Homer Simpson daydream come true!

Mmm…Donuuuuuuuuuts…