On Friday April 5th, innovative advertising agency 72andSunny proved they had their finger on the pulse by hosting an outdoor screening of Dave Grohl’s documentary Sound City and concert—featuring New York’s atmospheric indie rock band DIIV and Los Angeles’ own alternative darlings Dead Sara— co-curated by Dave.
Fittingly, the date coincided with the anniversary of Kurt Cobain’s death, and the subtext of the night was a leather-clad, tattered jean, unwashed, amplified tribute to the legacy of grunge and its quintessential frontman. During his performance, lead singer and guitarist of DIIV, Zachary Cole Smith acknowledged from behind his reminiscent blonde locks and baggy garb that he was inspired to start the band after reading Cobain’s biography 2 years ago.
Hosted at 72andSunny’s unique new space (and interestingly, businessman/ film maker/ aviator Howard Hughes’ former offices) on the Hercules Campus in Playa Vista, the event the event carried a laid back festival vibe—Coachella extra light if you will—and a fitting precursor to the summer’s best outdoor art and music events.
Never ones to miss out on detail, 72andSunny provided blankets to hang on a grassy knoll where the slackers and stoners generally hang.
Food trucks hung on the outskirts of the event—we were eyeing the amazing buttermilk fried chicken from Jonathan Gold’s Ludo.
As the night wore on, the bandshell served as a futuristic/ phosphorescent alien craft/ space seashell that lit up the sky, providing a striking visual and killer sound. (Zachary and I are clamoring to play inside the bandshell ourselves and were already envisioning glitter cannons, metallic costumes, and affixing a giant diamond third eye to the turban-like structure).
Overall, the event reflected the innovation and sense of discovery that typifies 72andSunny’s groundbreaking cultural work, looking to the near past for inspiration, and exploring what the new face of authenticity and music can look like in the digital age (and not to mention, providing some killer fried chicken.)
Photos: Kevin Marcus
