Westlake Village-based Guitar Center announced its selection of FILTER Creative Public Relations (FC-PR) to handle its public relations and marketing operations, effective Jan. 1.

FC-PR is a division of Los Angeles-based FILTER Creative Group. Its roster of clients includes Toyota, Macy’s and Hard Rock Hotel.

FC-PR will oversee and execute the music retailer’s public relations strategy. The retailer specializes in selling musical instruments and recording equipment at 224 stores nationwide.

FC-PR will spearhead Guitar Center’s store openings, marketing partnerships and entertainment and marketing programs.

“We are delighted to have (the firm) on board,” said Dustin Hinz, director of music and entertainment marketing and artist relations for Guitar Center.