Rock stars, publicists, journalists and label reps came together last night as Shore Fire Media, a boutique PR and online marketing agency out of Brooklyn, NY, held their holiday party at the Slipper Room in Manhattan's Lower East Side. While there was no burlesque show to be seen, PRNewser was on hand to mingle with the crowd and enjoy the cocktails and veggie spring rolls.

Besides the usual holiday cheer, the agency has a lot to celebrate. They recently announced 26 client Grammy nominations, including Herbie Hancock's Album of the Year nomination for "River: The Joni Letters."

Nancie Martin, head of Shore Fire's online marketing practice spoke to PRNewser about the constantly changing times: "TV is 60 years old, newspapers are a few hundred. The internet is a baby, and we're constantly doing new things for our clients," she exclaimed.

Seen about the crowd were Jeff Krasno and Sean Hoess of Velour Music Group, Relix magazine Associate Editor Mike Greenhaus, musicians Howie Day, Sonya Kitchell and Brandi Shearer, members of Philly rockers Marah, The Associated Press' Charlie Gans, People magazine music editor Chuck Arnold, Vanity Fair's Frank DiGiacomo, Blue Note Records publicity head JR Rich; Sony BMG's Mandy Eidgah and VP Rob Santos and filmmaker and music entrepreneur Peter Shapiro.

Young soul-man Eli "Paperboy" Reed and his band The True Loves played a set for those in attendance, including songs from his upcoming album 'Roll With You.'

"It's always fun to get everyone together this time of year." said Shore Fire's Rebecca Shapiro. "We're looking to keep the momentum going in 2008."