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VIP Records helped launch Snoop Dogg’s career. Now the shop owner wants to build a museum

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During the early 1990s, Kelvin Anderson Sr. established an improvised recording studio at the rear of his Long Beach record store, famously known as World Famous VIP Records, located where Pacific Coast Highway intersects with Martin Luther King Jr. Avenue. His aim was to provide a platform for local youth to express their creativity in a neighborhood plagued by gang violence.

Back then, whispers about an exciting new spot in our city circulated among us music enthusiasts, and it wasn’t long before creative spirits began flocking towards it. Places like this often birth legends, and sure enough, figures such as Snoop Dogg, Warren G, and Nate Dogg – known collectively as 213 (representing the Long Beach area code at the time) – laid down their first recordings right there.

Anderson, affectionately known as “Pops” in the community, assures us that the venue was bustling with children, now that he’s 70 years old. Some were honing their skills in singing, dancing, production, even comedy, like Ricky Harris. The atmosphere was vibrant and full of activity. Jamie Foxx was a frequent visitor, while DJ Quik honed his production skills there. It served as a hub for those curious about the world of entertainment to discover their potential.

For several decades, tales have originated from a family-run record store that has served as a sanctuary for G-funk music and played a significant role in propelling some of hip-hop’s most prominent figures to stardom. Today, Anderson, with over half a century of experience in the music industry, is aiming to safeguard the legacy of VIP Records by transforming it into a museum and educational institution.

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Anderson emphasized during a joint launch event with Creative Class Collective on Tuesday, ‘Given the global adoration and recognition this brand enjoys, it’s crucial that we establish this museum. It’s essential to share its story and highlight the significance of Black music in the broader context, as well as its influence.’

Anderson states, “VIP Records was the pioneer in selling rap and hip-hop music on the West Coast, full stop.

Back in 1967, Cletus, Anderson’s elder brother, initiated the first VIP Records store, and their siblings assisted in opening 13 additional branches across Los Angeles County. As one of ten children, Anderson continued his family’s trend of relocating from their Mississippi hometown to L.A. after high school graduation to manage these stores. In 1978, Cletus established the World Famous VIP Records in Long Beach, and Anderson assumed control a few months later (Cletus passed away in 2024 at the age of 82).

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In 2017, Long Beach city officials declared VIP Records’ famous sign a historical monument. Mayor Rex Richardson stated that the city invested a substantial sum towards restoring the sign, with plans to position it on public land near the store for tourists to interact with. He aims to transform this into a revenue-generating venture, supporting the Anderson family’s vision for the museum. Negotiations between the mayor and the Anderson family are ongoing regarding this arrangement.

Richardson suggests that a museum should be set up using sustainable resources, leveraging our abundant cultural heritage as its foundation. He emphasizes that the restoration project forms part of Elevate 28, an initiative aimed at enhancing and preserving historic sites in Long Beach ahead of the 2028 Summer Olympics in Los Angeles. Moreover, he plans to create a “Legends Walk” to honor notable figures from Long Beach’s past.

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VIP Records wants to preserve its history through a museum

Because the music industry has moved towards streaming and continuously changes, the Anderson family decided to keep open only their Long Beach store, which is close to its original site. The record shop is filled with historical items such as plaques, awards from various record labels, photos of artists like Rick James, the Jacksons, and Donna Summer who once visited the store. Near the entrance, there’s a replica of the shop’s iconic sign that Snoop Dogg used in his music video for “Who Am I (What’s My Name)” from his 1993 debut album, “Doggystyle.” Close to a counter, you can find a framed picture taken by veteran photographer Duke Givens of his friend, Snoop Dogg.

As a lifelong fan of the scene, I’ve always felt that what keeps [VIP Records] thriving is simply love. Givens, a fellow Long Beach native who spent much of his youth there, echoes this sentiment, describing it as a cherished third place for locals. It’s not just an establishment; it’s an institution deeply woven into our community fabric. Just like church, school, and sports, VIP is an integral part of our lives, shaping the rhythm of our days and the spirit of our city.

The thought of establishing a museum occurred to Anderson several years back, during an instance when a man accompanied by his two boys entered the store. While browsing through the vinyl records, one of the boys asked, “Dad, what’s that?” This interaction is vividly remembered by Anderson.

On that particular day, the store was bustling with many people, and it appeared as if they were all engrossed, according to Anderson. It was quite amusing, he remarked, “You know what? We should share this story. We should share the tale of the music industry.

At Tuesday’s gathering, Snoop Dogg expressed his backing for the museum, creating a significant, full-turnaround instance.

He expressed his gratitude to Anderson for providing them with a chance to display their abilities when rap wasn’t as widespread, making it harder to break through. He acknowledged that everyone at the VIP area had given them hope and opportunity. They were able to realize their dream, share their music on cassette for the first time, and experience how people perceived them.

Originally from Long Beach, rapper Travis A. Scott – also known as H.O.B.O (short for Heart of a Brave One) – made his first visit to VIP Records several years ago upon learning that Anderson was offering artists the opportunity to record music in their studio. He recorded his debut album, “City by tha Sea,” at this very studio and eventually got signed under At Last VIP Entertainment, which is VIP Records’ label.

He describes VIP Records as a sanctuary for him. It shielded him from the dangers of gang violence, drug trade, and other harmful elements in his neighborhood. This was a place where he could channel his negative emotions creatively and productively, thus helping him escape the weight of those surrounding troubles and express himself genuinely instead of conforming to the community’s expectations.

According to Anderson, he imagines that great-grandparents might take their great-grandchildren to visit the space, where they can learn all about the development of the music industry and, more significantly, the influence that VIP Records has had on it.

Anderson emphasizes the necessity of our support,” he explains, further suggesting that contributions can be made through their foundation’s website. “Let’s all rally together for this cause,” he continues. “It could bring joy to many lives for years to come.

In her role as the COO of VIP Records, Tenisha Anderson found herself reminiscing over old pictures of her dad, Kelvin, during his initial years at the store. She confidently asserted that establishing a museum for VIP Records was an obvious choice.

Tenisha, founder of the VIP Family Foundation and organizer of numerous youth programs like Beauty, Brains and Beats which focuses on the female perspective in the music industry, stated, “There are far too many things disappearing, and I don’t wish to get political, but even books are vanishing. However, you can’t suppress music. Music will always narrate stories, boost emotions, and inspire because it originates from the soul.

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2025-03-28 13:33

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