Mark Suster, managing partner of the granddaddy of L.A. venture capital firms and impresario of the annual Upfront Summit, could have chosen from any number of venues to host this year's version of the Coachella of venture capitalism. But why pick an ordinary conference center or hotel when you can rent out the entire Rose Bowl?

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The Upfront Summit heads into its second day on Thursday. But, there's still a bit of buzz from an unlikely speaker who closed out last night's roster of keynotes -- a surprisingly shy Paris Hilton, who said she was intimidated speaking to a room of hundreds of investors.

"I'm very nervous up here," she said. "I'm used to being at Tomorrowland or Ibiza with a thousand people dancing. Everyone is so serious here."

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  • Upfront Summit will bring together top names in media, tech and finance from singer John Legend to Quibi CEO Meg Whitman
  • Sustainability, climate change, white privilege and streaming are on the agenda
  • The Takeaway: Upfront set to attract investors backed with billions in capital

Upfront Ventures kicks off its technology and startup conference on Wednesday, and this year's lineup includes everyone from Clippers chairman Steve Ballmer to Netflix content chief Ted Sarandos. And, given the event is in Hollywood's back yard, musician John Legend, Ice Cube, and even Paris Hilton are set to speak.

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