Reviving the Iconic Licorice Pizza: A Musical Journey of Passion and Perseverance

As a teenager growing up in Orange County in the early '80s, Kerry Brown's dream was simple: to work at his favorite record store, Licorice Pizza. Years later, he would embark on a successful career as a musician and producer, working with renowned artists like the Smashing Pumpkins and Miley Cyrus. However, his lifelong connection to the iconic Licorice Pizza brand never faded, and he would eventually revive the beloved name, creating a modern-day music hub that pays homage to the past while embracing the future.

Rediscovering the Magic of Licorice Pizza

A Nostalgic Homecoming

For Kerry Brown, the Licorice Pizza record store was more than just a place to buy music – it was a sanctuary, a community, and a formative part of his youth. As he reminisces, "When I was in high school, that's where I lived. I met my first girlfriend, my first band mates, learned about imports, and learned about music at Licorice Pizza." The store's cozy atmosphere, the camaraderie among fellow music enthusiasts, and the thrill of discovering new sounds all left an indelible mark on Brown's life.

Reviving a Beloved Brand

After years of success in the music industry, Brown felt a strong pull to resurrect the Licorice Pizza name. Inspired by contemporary efforts like Jack White's Third Man Records, he set out to create a modern-day version of the iconic brand, one that would capture the essence of the original while adapting to the changing landscape of the music industry. Through a complex legal process, Brown secured the rights to the Licorice Pizza trademark, paving the way for the store's rebirth on Ventura Boulevard in Studio City.

Fostering a Sense of Community

At the heart of Brown's vision for the revived Licorice Pizza is a deep-rooted desire to recreate the sense of community that he experienced as a young music enthusiast. The store's in-store listening events, where fans eagerly line up to be among the first to hear new releases, are a testament to this mission. As music journalist Lyndsey Parker observes, "People showed up to a physical brick-and-mortar record store to listen to a record and hang out with each other, make friends and dance." This spirit of camaraderie and shared passion for music is what Brown hopes to reignite in the hearts of a new generation of music lovers.

Embracing the Analog Resurgence

The revival of Licorice Pizza also taps into the growing resurgence of vinyl and the analog listening experience. As customer Justin Levine shares, "Something about it makes me really happy." Brown's commitment to the physical format is evident in his investment in a state-of-the-art vinyl pressing plant, which not only produces records for Licorice Pizza's own label but also serves other independent artists and labels. This dedication to the tangible, hands-on experience of music consumption aligns with the store's mission to preserve the magic of the traditional record store.

Expanding the Licorice Pizza Ecosystem

Beyond the physical record store, Brown has ambitious plans to expand the Licorice Pizza brand into a multifaceted music ecosystem. This includes the Licorice Pizza Records label, an internet radio station, and a range of video content that captures the energy and excitement of the in-store events. By diversifying the brand's offerings, Brown aims to create a holistic experience that caters to the evolving needs and preferences of music fans, both new and old.

A Serendipitous Collaboration

The revival of Licorice Pizza has been further bolstered by a serendipitous collaboration with filmmaker Paul Thomas Anderson, whose new film "Licorice Pizza" shares the name of the iconic record store chain. This unexpected connection has not only generated additional buzz and recognition for the brand but has also reinforced the enduring cultural significance of the Licorice Pizza name.

A Passion-Driven Endeavor

At the core of Licorice Pizza's resurgence is Brown's unwavering passion for music and his deep personal connection to the brand. As he explains, "I didn't get into this to make money. It would be nice if I do one day. But right now I'm here to keep the torch lit." This dedication to preserving the legacy of Licorice Pizza and fostering a vibrant community of music enthusiasts is what drives Brown's efforts, making the store's revival a labor of love.