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The former "Baywatch" star, who launched her career with an album on Prince's label, has appeared in several films, sings with the Pussycat Dolls and recently released "Carmen Electra's Aerobic Striptease" on DVD.

Entertainment Merchants Association President Bo Andersen said in a news release that Electra's "dynamic image and personality defines what it means to be a Rising Star in the entertainment industry."

He noted she has succeeded "as a musician, actress, television host, and performer and her career is undeniably in its ascendancy."

The award will be presented during the July 11-13 convention of the Video Software Dealers Association at the Venetian Resort Hotel Casino in Las Vegas.