ADRIAN VALLERA was born and raised his entire life in Los Angeles, CA and is no stranger to the entertainment business. Vallera got his start in Hollywood in the world of concert promotion, where Vallera's family style approach to business, his keen eye for raw talent, and his unique persona quickly established Vallera as one of the top concert promoters in all of Hollywood. Linkin Park, System of a Down, Emenem, Slipknot, Hoobastank, and countless other worldwide platinum musical acts were introduced to the Sunset Strip...and consequently to the world, by Vallera.

And it didn't take long for the music industry to take notice of Vallera either. Shortly after booking a then unknown Slipknot to play LA for the first time, Slipknot manager and founder of No Name Worldwide, Steve "Rocker" Richards, tapped Vallera to be No Name's Sr. Vice President of A & R, where Vallera would be in charge of identifying and signing new talent for the burgeoning metal label.