LA Tourism recruits rapper Nocando to lead people through the city's hip-hop culture by neighborhood

The Los Angeles Tourism and Convention Board is introducing a new extension of its ‘Everyone is Welcome’ campaign focused on LA’s hustle and flow – an online series that explores the city’s unique hip-hop scene.

The board partnered with local, creative studio Mirada to execute the eight-part series, ‘Nocando’s Hip Hop Guide to LA’ featuring rapper Nocando, aka James McCall. Nocando acts as a guide, giving visitors and Los Angeles locals alike a quick overview of what not to miss, exploring many go-to spots and featuring key movers 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 first episode, ‘Fairfax,’ will go live across Discover Los Angeles’ social channels today (March 7), with new episodes dropping each Wednesday following. A teaser video gives an overview on what viewers can expect throughout the series.

The videos are part of the tourism board’s aim to find authentic voices to give people inside information on what makes Los Angeles great. Renowned as a legendary underground rapper who grew up in South LA, Nocando represents 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.’

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.