The South by Southwest Music Conference and Festival (SXSW) has announced its second Keynote speaker, James A. Prince of Rap-A-Lot-Records. His Keynote will take place on Thursday, March 17, at 11:00AM in Ballroom D of the Austin Convention Center.

James A. Prince is the founder and CEO of Rap-A-Lot Records, a Houston-based multi-million dollar record label that he founded in 1986. Originally, he started the label to keep neighborhood teenagers in school and off the streets in Houston’s notorious 5th Ward. James’ desire to help youth stay in school would lead to the launch of the platinum-selling group Geto Boys. His creativity and passion helped elevate Southern Hip Hip to its current position today.

Rap-A-Lot Records is responsible for over two dozen Gold and Platinum records from artists like Tela, Scarface, Big Mike, Geto Boys and others. Mr. Prince is also responsible for the rise of Drake, working alongside his son Jas Prince when he picked Drake up from MySpace and introduced him to Lil Wayne all those years ago. Mr. Prince’s Keynote in addition to Tony Visconti’s will certainly be a highlight among the many conference sessions designed to offer attendees unique learning and networking opportunities.

To find out more about the conference sessions visit the SXSW conference session webpage. And if you haven’t registered for SXSW yet, then you can do so here. Don’t miss out on these wonderful Keynote speakers and stay tuned as SXSW continues to announce more speakers during week.