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Not Too Young for a Facelift in L.A.

LOS ANGELES, April 14, 2010 — Launched one year ago, Brand X (thisisbrandx.com) celebrates its 1st anniversary of trend-spotting, -sharing and -making with a long weekend of eclectic SoCal events and a redesigned site. Defining "what's next" in L.A. news, tech and culture, Brand X has quickly become the multimedia field guide for locals and will kick-start year two swaggering around Downtown L.A. and Echo Park, making its presence known in the Coachella Valley and doing it all armed with a fresh V2.0 approach to its digital playground.

"Brand X is a mindset and at the leading edge of the many different L.A. lifestyles and trends the rest of the world follows," said David Burns, Publisher. "We're happy to find that after only one year, we've developed a forward-thinking and highly engaged community and are providing advertisers with access to these early adopters and key influencers."

April 15-18 Brand X will be digging into different aspects of those lifestyles, with select contest winners joining the fun:

April 15

  • Brand X Presents: 'The Specials' at Club Nokia (www.goldenvoice.com) — one of five sold-out North American reunion shows and an intimate preview of what's to come at Coachella.

  • Mindshare (www.mindshare.la) — L.A.'s monthly night of "enlightened debauchery" finds Brand X blogger Richard Metzger speaking on the sci-fi paintings and inventions of Paul Loffoley, who some call "the Leonardo of the 21st century." He joins four other innovative speakers for a night of new ideas, experiences and connections at Club 740.

  • Down & Derby (www.downandderby.org) — Brand X is a media partner for "L.A.'s best party on wheels," a full-throttle 70's/80's themed roller skating jam held the third Thursday of every month at The Echoplex. Yelle DJs.

April 16-18

  • Coachella Oasis — Brand X is the official media sponsor* of the largest private-house bash in the desert. Held at the famed 10-acre La Quinta mansion formerly owned by Merv Griffin, invited guests - including musicians, VIPs, top brands and industry execs - will be treated to the Dipdive Oasis & Blackberry Pool Party hosted by Will.i.am, who will also DJ a late-night set.
    *in partnership with All Points Worldwide

A dynamic redesign of thisisbrandx.com will also be unveiled April 14th, with new photo galleries, prominently featured video content curated from across the Web, the addition of innovative advertising units, and tab navigation easing interaction.

"Brand X has more than exceeded our expectations," said Deborah Vankin, Brand X Editor. "Our webby take on the alt-weekly has really synched with L.A., with our street boxes emptying fast each week and thisisbrandx.com's traffic quadrupling in twelve months. Things are looking bright for 'Brand X: Year Two'."

For more of what's next, including upcoming events, visit us at thisisbrandx.com, follow us @iambrandx and participate via iambrandx.ning.com.

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About the Los Angeles Times Media Group

The Los Angeles Times Media Group (LATMG) businesses and affiliates include the Los Angeles Times, The Envelope, Times Community Newspapers, Brand X, LA, Los Angeles Times Magazine, Hoy and California Community News and -- combined with the flagship Los Angeles Times -- reach approximately 5.9 million or 44% of all adults in the Southern California marketplace. The Pulitzer Prize-winning Times has been covering Southern California for over 128 years and is part of Tribune Company, one of the country's leading media companies with businesses in publishing, the Internet and broadcasting. Additional information is available at http://latimes.com/aboutus.

Contact:

Eddie Velosa | Los Angeles Times | 213.237.3325 | eddie.velosa@latimes.com

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