DJ Hella Yella

Since the turn of the century, the Jump on It co-founder has embodied the word “hustle” with a growth mindset centered around utilizing music as a tool for community-building. His latest creation is a mini festival celebrating his forthcoming studio album, appropriately titled The Hustle. He’s not just promoting his first LP since the 2010s: VIP tickets come with a “NOOK Turner Box” containing cologne, The Hustle, and other goodies. Beaumont’s Big Jade hosts; local rapper LHF Lil Ke performs.