Born Sergio Padilla, Serg is a bay area native, known to most as the hip-hop buyer for Berkeley's world famous Amoeba Records, where he has put it down for 7 years.

Northern Cali's equivalent to Fat Beats, only much larger, Amoeba is vote "Best Place To Buy Vinyl" every year since it opened in 1989.
And now Serg is part of the team opening the new Hollywood Amoeba store.
With his extensive hip hop knowledge in the retail arena, not to mention the access to vinyl, Serg has earned his reputation as one of the bay area's favorite DJ's, both in the club and concert circuit.

As the DJ of choice for Rasco and Planet Asia ("Cali Agents"), as well as Various Blends, Serg gained global exposure by spinning on #1 radio stations (BBC Radio One – Tim Westwood show in London), and sharing the stage with the Jungle Brothers, Skratch Perverts, Peanut Butter Wolf, Defari and Dilated Peoples to name a few. Serg has also hit the decks for El Da Sensai, Grand, Mikah 9, Hobo Junction, and Aceyalone among others.

As an avid promoter, Serg teamed up with Bay Area notables, Rasta Cue-Tip (Amoeba, San Francisco), DJ Stef (Vinyl Exchange), and Lady T, for a monthly hip-hop gathering known as 'Rotation'.

Voted "Best Theme Party" by the SF Weekly ('98), Rotation brought legends like Diamond D, Company Flow, Artifacts, J-Rocc, and Rob Swift to San Francisco during the peak of the bay area hip hop scene. His dj-themed party, 'Brick', still has heads talking.

Serg, along with VinRoc, Shortkut, Joe Quixx, and many more, packed it at one of the only clubs in the bay that featured pure hip hop.