A keynote address by Music industry veteran manager Jerry Heller, along with Pablito Vasquez, will anchor the day, with panels, workshops, demo review sessions and a trade show exhibition all included. There will also be a San Diego music industry mixer, where the nominees for the 2008 San Diego Music Awards will be announced. This will be followed by an incredible San Diego music festival, which will showcase over 100 Southern California artists on 15 stages in the North Park, South Park, Normal Heights and in the Kensington area of San Diego.

Keynote speaker Jerry Heller has been a music industry mogul for over 5 decades. He is the CEO & Founder of Street Life Records and Filmwerks. He is best known for managing west coast rap supergroup NWA and was a co-founder and CEO of Ruthless Records. Irving Azoff (Manager of The Eagles, Journey and Christina Aguilera, among others) once said "Jerry Heller is a fearless genius. He taught me well."

Heller can be counted as one of the select few in the music industry who has had a significant role in shaping trends and musical movements for five decades. Heller rose to prominence in the 1960s and 70s as one of the preeminent super agents and was responsible for bringing Elton John and Pink Floyd to America for their first United States tours.

Among the many other notable accomplishments included his representations of such foundational artists as Journey, Styx, REO Speedwagon, Boz Scaggs, Marvin Gaye, Van Morrison, War, and Average White Band. He not only founded Ruthless Records with the late Eazy E, but he discovered and managed NWA, Egyptian Lover, World Class Wreckin Cru, LA Dream Team, J.J. Fad, The DOC, Michel'le, Above the Law, and other trend-setting artists who formed the foundation for the incredible successes of Priority Records and Interscope Records.

Jerry Heller is arguably dollar-for-dollar the most successful record company executive of the entire Rap Era. He started Ruthless Records with two hundred and fifty thousand dollars of his own money along with another $2.25 million dollar contribution by Sony/Relativity when the P&D deal was struck. To date, the original members of NWA have grossed somewhere in the neighborhood of $10-15 billion dollars.

Pablito Vasquez, Co-CEO of Street Life Records and Filmwerks, was also co-founder of the seminal Latino Hip Hop Label, Hit-A Lick Records along with Julio G, Tony G. and Jerry Heller.