Revival of L.A. record store Licorice Pizza serves a slice of vinyl nostalgia

Reflecting upon the captivating narrative of Gary Brown, I find myself deeply inspired and enchanted by his extraordinary journey. Born and raised in Southern California, he navigated through the tumultuous world of hair metal, eventually finding solace in the windy city of Chicago. There, he formed a profound bond with Billy Corgan, the enigmatic frontman of Smashing Pumpkins, who became not only a friend but also his best man at their respective weddings.

Back in the ’80s, as a teenager growing up in sunny Orange County, my heart yearned for one clear aspiration – to land a job at my beloved record store, Licorice Pizza. It was more than just a place to buy music; it was a sanctuary of sound and culture that I cherished deeply.

In the subsequent years, Brown found himself immersed in music, both as an artist and a prolific producer-engineer, contributing to albums by the Smashing Pumpkins, Afghan Whigs, Miley Cyrus, and his own indie rock band Catherine. However, he never managed to spend time at a record store due to the perception that he didn’t quite fit the ‘cool’ criteria required for such a role. As he puts it casually today, “I guess I wasn’t cool enough to work at a record store.

Despite this, he frequently visited his neighborhood’s Licorice Pizza store, taking leisurely walks through its aisles, spending time with friends, and relaxing on the couch as various records spun on the turntable. On one occasion, Brown even spent a night outside the shop in anticipation of the 1983 release of David Bowie’s “Let’s Dance” album.

He shares that during his high school years, it served as both his residence and a significant part of his life. It was there where he encountered his initial romantic partner, formed his first band, gained knowledge on imports, and developed an understanding of music – all experiences linked to Licorice Pizza.

At age 60, Brown has reimagined his childhood memories into contemporary existence by resurrecting the old-time Licorice Pizza brand. This revival started with a boutique record store on Ventura Boulevard in Studio City, but it extends beyond that to include a vinyl record manufacturing company, a music label named Licorice Pizza Records, an internet radio station, digital video content, and plans for even more expansions.

It’s rare for record stores that have closed down to come back to life again. However, Tower Records, once a major player in the music industry based in California, survives today in Tokyo and online, with plans to expand in the U.S., which is unusual. Now, we’re seeing an unexpected resurgence of Licorice Pizza, a store that had been dormant for decades.

Brown’s inspiration doesn’t only stem from his childhood experiences at the chain store; modern endeavors like Jack White’s Third Man Records also play a significant role. In 2022, the first vinyl release from his label was a remastered 30th anniversary version of L7’s grungy third album, “Bricks Are Heavy.” Nowadays, the main focus is on unearthing new talents.

Recently in the afternoon of a weekday, Brown was spotted at a store, donning a fresh Licorice Pizza T-shirt adorned with its iconic logo and the phrase: “You get it nicer.” With his beard and long, golden hair cascading to his shoulders, he exuded the enthusiasm of a devotee discussing his current musical passion.

His efforts aren’t just about personal reminiscence, but stem from Brown’s belief that specific elements of the classic record store experience could captivate a contemporary audience. There are many fantastic record stores remaining in Southern California, such as Amoeba in Hollywood and Fingerprints in Long Beach, although they represent only a small portion of what was once prevalent.

“I’m not inventing anything. I kind of like things that are familiar and that I remember being exciting that have gone away,” he adds, noting the young fans who are drawn to the in-store listening events for new releases from Charlie XCX, Glass Animals and Sabrina Carpenter. The gatherings are also shared via video reports on Instagram, TikTok and Facebook.

People are standing in line for hours to be among the first to listen to a new record two days before anyone else can. These dedicated fans purchase the record and even the accompanying poster. The sense of ownership this brings stirs something deep within me, as it mirrors my own past experiences.

It’s a once-familiar sight to some longtime music listeners.

Music journalist Lyndsey Parker, who hosts programs under Licorice Pizza (LPTV), expresses that she found the atmosphere delightful when she said, “This is really cute.” She often interviews young fans at listening events, where people gather in a traditional record store to listen to music together, make connections, and even dance.

Although the store isn’t expansive, it’s meticulously filled with care by Brown and his enthusiastic team, featuring a blend of popular hitmakers alongside cult artists that are must-haves. They offer T-shirts, turntables, and more, while music posters and platinum record awards adorn the walls.

Similar to the nostalgic memory of the Licorice Pizza store in Orange County, Brown’s shop features a couch. This couch was moved from his old recording studio and bears a cigarette scar left by Courtney Love. Nearby, a table is stacked high with music periodicals.

Right beyond the shopping area lies the cozy office for Licorice Pizza Records, adorned with a jukebox, a plush couch, and an impressive painting of Nina Simone. Currently seated at a laptop is singer Frankie Clarke, who works for the label and happens to be the daughter of ex-Guns N’ Roses guitarist Gilby Clarke.

22-year-old Justin Levine, fresh off the move from New York City, browses through the crates as he is – clad in black jacket and khakis – while holding two records: Mac Demarco’s “This Old Dog” and the timeless classic “Loaded” by The Velvet Underground. As an assistant to a Hollywood talent manager, Levine now enjoys drifting off to sleep with the soothing sounds of his newly acquired turntable playing records at night.

I found myself becoming deeply engrossed, and as a result, my finances have taken a hit,” Levine admits, “Yet, I can’t help but feel that the joy derived from these purchases is more than worth it.

A week ago, the record store organized a concert at the Roxy Theatre on Sunset Strip, featuring the Licorice Pizza All-Star Band as the headliner. This band included current and past members from groups such as Eagles of Death Metal, Stray Cats, Guns N’ Roses, and others. Additionally, acts like Midnight Cowgirls, Ferry Townes, and other artists under the Licorice Pizza label took to the stage.

Jennie Vee, bassist for Eagles of Death Metal, has found a new home for her other band, the Midnight Cowgirls, with the Licorice Pizza label. This all-female group, which plays a mix of country and rock ‘n’ roll, is still quite young, having only been together for about a year. Their debut album was released in July.

Vee points out that Kerry Brown owns his own record pressing plant, which gives Licorice Pizza Records a unique edge. He’s been part of the music industry since its transformation and has returned to a do-it-yourself mentality. If he decides to make something happen, it gets done.

As a dedicated admirer, I can’t help but express my gratitude for the invaluable role my wife, Stacey Sher, has played in the creation of the revitalized Licorice Pizza. With an impressive resume that includes blockbusters like “Pulp Fiction,” “Erin Brockovich,” and “Reality Bites,” her influence is undeniable. Her production office, nestled upstairs, often serves as a beacon for filmmakers on their way to meetings, making it more than just a store – a hub of creativity.

Among them, it was recently Cameron Crowe, a previous Rolling Stone journalist and renowned director of the movie “Almost Famous,” who resonated with Brown particularly well. Similar to the theme of that film, he perceives his store as extending beyond just a commercial venture; it’s a space where music serves as a unifying force among people.

According to Brown, he sees it as a multi-faceted hub: music, fun, and camaraderie. He designed this space for individuals of diverse ages and ideologies to discuss art and music. He can’t imagine who he would be without Licorice Pizza in his childhood days.

It was clear to me that others must be experiencing something similar, and I wanted a space where we could share our experiences. That’s essentially why I envisioned creating such a place.

Elsewhere in the structure, he owns a recording studio and video equipment, aspiring to produce content similar to MTV News. Behind the building lies a compact parking area where you’ll find a 1973 RV affectionately known as “the pizza wagon,” which houses a small mobile studio within it.

Initially, the store located on Ventura Boulevard was known as We Are Hear, which was part of a broader business alliance with musician Linda Perry. This collaboration encompassed music management, publishing, organizing events, and operating a record label. However, during the COVID-19 pandemic, their partnership dissolved, and Brown decided to resurrect an iconic brand name from his childhood.

The first Licorice Pizza store was established by James Greenwood in Long Beach back in 1969, expanding to 34 stores across Southern California over time. Notable for its logo featuring a cheerful Depression-era woman serving a tray of hot vinyl records, the company was sold in 1985 and eventually merged into the extensive Musicland record store chain, effectively erasing the Licorice Pizza name.

For nearly a century, the brand was mostly inactive, but the right to use its name on clothing had been acquired by another firm. Later, Brown managed to obtain these rights and navigated through the intricate steps to claim ownership not only for a retail store but also for vinyl record production, as well as multiple product categories.

Brown shared that he’s absorbed a great deal of knowledge about trademarks quickly,” he said. “Not only that, but we successfully registered the name Licorice Pizza for my store. This moment reminded me of why I embarked on this journey in the first place.

As a cinephile myself, I found it quite serendipitous when filmmaker Paul Thomas Anderson, an old acquaintance of mine, named his latest masterpiece “Licorice Pizza.” This period coming-of-age tale, set primarily in the San Fernando Valley where he spent his formative years, was intriguingly titled after a nostalgic memory from his childhood – a now-defunct record store chain.

In 2021, Anderson shared with The Times that certain words reminded him immediately of specific moments in the past, likening them to emotionally charged movie titles such as “American Graffiti” and “Fast Times at Ridgemont High.

In 2021, both the new title of the film and the revamped store’s name were unveiled around the same period. “Many considered it the smartest, wittiest marketing move of the year,” Brown chuckled, expressing his viewpoint.

Following his upbringing in Southern California, Brown moved to Chicago in the late 1980s as he felt unsuited for the hair metal scene that ruled the Sunset Strip at the time. Not long after settling there, he encountered Billy Corgan, who was part of a fresh band called Smashing Pumpkins. They quickly developed a friendship and professional relationship.

Reflecting on those times, I recall that I stood as the best man at his wedding, while he returned the favor by standing beside me during mine. In question of marital bonds, I shared a union with Smashing Pumpkins’ bassist, D’Arcy Wretzky, for six memorable years.

1999 saw him returning to Los Angeles, where he established a family with Sher. Following the conclusion of his relationship with Catherine, he immersed himself entirely in studio work, exploring diverse roles. Prior to launching his Licorice Pizza store, he had no experience in retail. His ambition now is to expand and open more stores in the future.

In the heart of the city, within an urban warehouse, resounds the industrial hum of a lone SMT machine at Licorice Pizza’s vinyl pressing facility. Surrounding it are framed movie posters from films like “Pulp Fiction” and “A Clockwork Orange,” while a cozy corner set with amplifiers, a couch, and Brown’s drum kit invites spontaneous jam sessions.

Ryan Foster, aged 33, is the one operating the machine while sporting a Licorice Pizza T-shirt and a tattoo of Bart Simpson with a broken leg on his right arm. He’s busy creating test pressings for a new record on 140-gram vinyl disks.

As a cinephile, I’ve had the pleasure of observing the meticulous work of Brown, a craftsman who creates vinyl discs one at a time. He yearns to expand his operation with new machines, not just in Los Angeles but also on the East Coast. His company caters to labels like Licorice Pizza Records and other independent music labels that need their unique sounds pressed onto vinyl.

Immersed in the captivating world of Licorice Pizza, I gleefully twirl a gleaming disc of vinyl between my fingers,” I share, “This journey wasn’t about amassing wealth. It would be delightful if that comes eventually. But for now, I’m here, keeping the flame burning, preserving its essence.

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2024-10-14 13:32