Category: Hospitality, Tourism
Brand: Discover LA / Nocando's Hip-Hop Guide to L.A.
Geo: United States
Author and Host: James McCall, aka Nocando
Editorial Director: Shelley Leopold,Los Angeles Tourism & Convention Board
Creative Director: Jeremy Bacharach, Los Angeles Tourism & Convention Board
Agency: Mirada
Director: Mathew Cullen
President/Executive Producer: Javier Jimenez
Head of Production: Sascha M Flick
D.P.: Eugene Salvatori
Line Producer: Dave Hebenstreit
Editor + Colorist: Bryan Keith
Post Producer: Alex Kim
Post Coordinator: Kim O’Shea
Assistant Editor: Drew Podgorski
Production Coordinator: Chloe Longfellow
Published: March 2018
Synopsis:
Building on the “Everyone is Welcome” campaign that launched last year, The Los Angeles Tourism & Convention Board is introducing a new extension focused on L.A.’s hustle and flow -- an online video series that explores the city’s unique Hip Hop scene. They partnered with local, creative studio Mirada to execute the 8-part series, “Nocando’s Hip Hop Guide to L.A.” – the first project the two have collaborated on.
Known as Nocando in the Los Angeles rap scene, James McCall acts as guide, giving visitors and Los Angeles locals alike a quick overview of what not to miss. With so many facets to Hip Hop culture, the series does a good job of exploring many go-to spots and featuring key folks that embody the ethos - including sitting down with the owner of Delicious Pizza, checking out jewelry at Slauson Swapmeet, touring Fairfax and the Petersen Auto Museum and visiting the Beat Junkies DJ Academy, among other things.
The tourism board looks for authentic voices to give them their “inside” information on what makes Los Angeles great – making Nocando the perfect choice here. Renowned as a legendary underground rapper who grew up in South L.A., Nocando experiences hip hop culture in a very intimate and real way, whether it’s organizing indie rap nights at a club or ghost writing songs for the award-winning TV series “Empire.”