Steve Rocco is the irreverent genius who transformed the skateboard industry from corporate to skater owned with a do-it-yourself punk attitude. Steve's antics and entrepreneurial impact on the skateboard business are huge and have ultimately had a significant impact on broader mainstream culture as Steve is the man who gave Spike Jonze his first directing gig, discovered Jason Lee and created Big Brother magazine which became the genesis of Jackass. Basing himself in Hermosa Beach, Torrance and El Segundo, Steve shaped skateboarding counter-culture by creating World Industries, the most influential and controversial company in an industry of extremes. His story embodies the American Dream at its most volatile. Steve gave skateboarders and their unique creativity a voice, and that voice now permeates as one of the chief influencers of broader youth culture. From film, to art, graphic design, fashion, music and of course skateboarding, a lasting legacy remains.