Penske Media Corporation, the parent company of The Hollywood Reporter announced Thursday that it would be launching an annual three-day culture festival celebrating Los Angeles. Dubbed ‘LA3C’, the festival’s moniker stands for Los Angeles, the Capital of Creativity & Culture will take place in Los Angeles from December 2-4.
The mission of LA3C is to bridge the gap between creativity and local culture, bringing together creators, artists and LA’s emerging talent in new and highly interactive formats and live experiences across entertainment, music, food, art, fashion and sports. The event is described as “an open-architecture festival inviting like-minded artists, brands, nonprofits and musicians to add to the festival’s inclusive programming and content.” Given the umbrella of companies under its roof, LA3C will play host to not just The Hollywood Reporter, but Variety, Rolling Stone, Deadline, Billboard, Vibe, WWD, Sportico, SHE Media, ARTnews, Robb Report, and LDJ.
PMC Chairman and CEO Jay Penske has appointed Juan Mora as LA3C Chief Executive, an impact investor and non-profit leader. “This will be the first festival of its kind to fortify a city that combines talent, diversity and culture like no other while engaging with organizations solving some of the city’s pressing challenges,” said Mora.
“Jay’s vision and the commitment to positively impact the city of Los Angeles is inspiring. I plan to leverage the expertise of Penske Media’s iconic brands to create an experience for all visitors, and we invite creatives, musicians, and artists to join in our mission.”
In an additional statement by PMC Chairman and CEO Jay Penske:
“Los Angeles’ influence and inspiration permeates globally. After 18 months of isolation, it feels now is the time for gathering around the elements of culture that connect us. We welcome the opportunity to engage Los Angeles’ diverse communities and we have allocated resources to invest back into the city through support of local nonprofit organizations. With Juan’s leadership and experience across mission driven businesses, this event and its potential impact are limitless.”
It’s time that today’s big tech media platforms begin to take a more introspective look. LA3C will show the inner-workings of the creative communities that power much of Los Angeles’ economy, providing a range of events – from demonstrations and brand installations to musical and comedy performances. There is also a platform for nonprofit organizations to address and participate in L.A.-based issues.