Ross is an enduring light in the music industry and integral force to the labels: Virgin, Geffen, Artist Direct and Road Runner for new music discovery, credited for delivering unknown acts into worldwide successes through A&R and production resulting in the sale of 100 million records to date. He recently applied his new method of social media A&R to launch a model to liberate artists from the clutches of the record industry’s hold.  This model grew into the White Label Collective, a label-less initiative set to trend an alternative protocol in music discovery to distribution. EM:  Occupation and Position. Record producer EM:  What neighborhood do you closely identify with? Venice beach area- it's mix of race feels comfortable to me. EM:  Can you explain to our readers why you felt there should b a new model established for the music industry and your new method of "social media A&R"? MY CAREER IS BASED ON WHAT I GIVE, NOT WHAT THE INDUSTRY CAN GIVE ME. THE INDUSTRY HAS BEEN GREAT AND ALSO SHALLOW.  SOCIAL MEDIA A&r is basically people having easy access to me as a producer and music lover. EM: If you could interview one unsung hero, who would it be? Why? The invisible part of Michael Jackson - the part that only knew to shine without thinking, the part that didn't have a body, mind or reason. EM: What was the first album/concert that inspired you to become fully involved with music? Music was always huge as a child. it's the common joy that defined every age through different artists. late 60's-all 70's goodies EM:  What notable bands are you working on in this new model that you'd like to share with our readers? Repeater EM:  What is your current bedside read? My step father's: The Second Book of the Tao, Stephen Mitchell  i have special parents (byron katie, stephen mitchell), blows my mind. EM:  What is your favorite city to visit when you travel abroad? And why? Prague. i love getting lost and feeling its amazing vibe in the coldest part of winter EM:  What other projects you are building on right now? I'm working on the new Korn record. They have been on tour while I've been putting together song writing sessions.