DiscoverLosAngeles recently visited Delicious Pizza West Adams for their Shop Small Spotlight:
DiscoverLosAngeles.com‘s Shop Small spotlight:
Discovering Delicious Pizza’s West Adams location transports you into a different time and space. As you arrive in the historic Mid-City L.A. neighborhood, past all the retro theaters and jazz joints, the street art will lead you to the Delicious Vinyl DJ booth, complete with a big window and a live person spinning tunes – a la Spike Lee’s landmark movie Do the Right Thing.
Sounds of old school hip hop (or reggae if it’s Sunday) follow you into the adjoining pizza shop where you can order by the slice, another New York tradition that’s not too prevalent in Los Angeles. But once inside, just about all the references to the East Coast stop. Delicious Pizza is decidedly Los Angeles, both in its heritage and its attitude.
Delicious Pizza is an offshoot of the iconic L.A.-based record label, Delicious Vinyl, founded in 1987 by Michael Ross and Matt Dike. They produced multi-platinum singles for Tone Loc (“Wild Thing” and “Funky Cold Medina”) and Young MC’s “Bust a Move.” After Dike’s departure in 1992, Michael’s brother Rick stepped up and together they continue to run Delicious Vinyl, making it one of hip hop’s longest running indie labels. Delicious Vinyl has released more than 50 albums, including records by The Pharcyde, The Brand New Heavies, Masta Ace, Masters of Reality, Born Jamericans, Def Jef and Fatlip.
And if the awesome Delicious Pizza logo looks slightly familiar, it should. Listed at Number 11 on Complex magazine’s “50 Greatest Rap Logos of All Time,” the Delicious Vinyl logo was originally designed by N.Y. graffitti legend Eric Haze, who recently returned to the fine art world and is known for his work for Public Enemy, the Beastie Boys and MTV. It’s only natural then that the vinyl record Mr. Delicious is chomping would turn into a pizza, and a yummy pizza with fancy fermented dough at that. The L.A. slice business was born.