The Brief

Campaigning for the Oscars is a tale almost as old as the award’s ceremony itself.

Today, it's typical for studios to shell out millions of dollars on billboards, magazine ads, and orchestrated Q+A screenings as a way to sway the thousands of Academy of Motion Picture Arts and Sciences voters their way.

If you venture into Hollywood during award season, the phrase “for your consideration” pops up on ads like clockwork, towering over the city streets as a polite but firm reminder to cast your ballots.

Origins of FYC

Randy Haberkamp, Senior Vice President of Preservation and Foundation Programs at the Academy of Motion Picture Arts and Sciences, says Hollywood history puts the origin of the "for your consideration" phrase around 1947-48.

"RKO used that terminology for the first time," he said in an episode of LAist's The Academy Museum Podcast. "And everybody saw that and said, you know, that's a very polite way of saying vote for me. [laughing] Just, just consider me. Don't, you know, I'm not saying you got to do this. I'm just saying consider this. Yeah. And it's stuck."

Jacqueline Stewart is the director and president of the Academy Museum of Motion Pictures and host of the Academy Museum Podcast, a collaboration with LAist studios.

She said while campaigning has always been part of the process, the 1999 award season completely changed the game.

About the game-changing 71st Academy Awards

(From L-R) Best Actress Gwyneth Paltrow for "Shakespeare In Love", Best Supporting Actress Judi Dench for "Shakespeare In Love", Best Supporting Actor James Coburn for "Affliction", and Best Actor Roberto Benigni for "Life Is Beautiful" at the 1999 Oscar ceremony.

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In the summer of 1998, the first episodes of Sex and the City were airing on HBO, Leonardo DiCaprio was a 24-year-old heartthrob, and Saving Private Ryan was taking the world by storm.

Steven Spielberg’s film was a favorite to win one of the highest honors at the Oscars — Best Picture. But when the award went to Shakespeare in Love instead, that night went down as one of the biggest upsets in award show history.

The romantic period piece was certainly well liked at the time, but it was the campaigning and marketing for the movie that secured the shocking win.

Scott Feinberg is a veteran awards columnist for the Hollywood Reporter. He told the Academy Museum Podcast that Miramax, then under the leadership of Harvey Weinstein, was the first company to hire an in-house publicist who was specifically devoted to awards campaigning.

Feinberg said Miramax was also the first to host private screenings for Academy members in Aspen and other popular vacation destinations over holiday breaks, which made it easier for voters to catch up on their choices.

Miramax invested a lot of time, money, and resources into that Oscars campaign, and when it paid off, other studios took note.

Stewart said the 1999 win essentially made it a requirement to compete for the awards, and it became increasingly common to have entire teams of publicists and consultants dedicated to the season.

“All of the people who were at the center of the Shakespeare in Love Oscar campaign for Miramax have since kind of fanned out across town and now run the awards campaigns for all the different places that are in the game,” Feinberg said. “So all of the things that were happening that season have had reverberations for now, over two decades since.”

What happens if you don’t campaign?

In 2010, Mo'Nique was nominated for Best Supporting Actress for playing Mary Lee Johnston, an abusive mother, in Precious.

But the actor has said she was “blackballed” because she refused to go above and beyond to promote the film.

Mo'Nique told the Academy Museum Podcast she was encouraged to schmooze and spend time with Academy voters, even though it put a serious strain on her personal life.

“The performance is on the screen,” she said. “Y'all are making this now personal. I don't need to have a personal relationship with any of these people, nor do they need to have one with me. They're judging the performance.”

Mo'Nique said campaigning as a Black woman is different for her than it is for a male or white actor. She got paid $50,000 for Precious, and Mo'Nique said she was expected to pay for all the extra hair, makeup, and wardrobe for campaign events out of pocket.

Even though she refused to play the campaign game, Mo'Nique won her first Oscar that year.

Mo'Nique accepts Best Supporting Actress award for "Precious: Based on the Novel 'Push' by Sapphire" onstage during the 82nd Annual Academy Awards held at Kodak Theatre on March 7, 2010 in Hollywood, California.

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“The Academy did prove — it's not about the politics,” she said. “It is about the performance. That's what the Academy was saying when they called my name.”

But for many people in Hollywood like Mo'Nique, the real award is getting to see the impact of their best work.

After a screening of Precious at the Sundance film festival, Mo'Nique said a man approached her in tears to compliment her performance.

“Awards baby, they grow dust, and they sit on a shelf,” she said. “But that man's life is forever changed. So an award can't touch that for me.”

How this year is different

Stewart said Miramax’s aggressive tactics from 25 years ago have become the unwritten rules that are critical for Oscar campaigns, especially when there’s so many movies fighting for voters’ attention.

But what happens when Hollywood can’t campaign, like during the double strikes?

Angelique Jackson is a senior entertainment writer for Variety. She told AirTalk the strikes have affected the Oscar field significantly.

Jackson said if you look back at the way it played out, the summer blockbusters Barbie and Oppenheimer were some of the last films to get their big red carpet debuts.

But even they weren’t able to escape unscathed.

The London premiere for Christopher Nolan’s Oppenheimer last June should have been a textbook campaign event for the cast. But when SAG-AFTRA called the strike just before the screening, Nolan told the audience the stars left early to start making picket signs.

But for The Color Purple, Jackson noted the movie didn’t get its first major screening for Academy voters until after the strike ended in early November.

“Enough people had kind of been able to see it for Danielle [Brooks] to get in, but because of the strikes and people not being able to promote their films for so long, a lot of things either flew under the radar or they kind of got their wings a little bit late,” Jackson said.

She added that it’s been a very different season so far, and it’s only going to continue as the ceremony gets closer.

Looking back

Donna Gigliotti, a film producer who took home an Oscar for her work on Shakespeare in Love, said it was clear to her that campaigning moved the needle. That night, in addition to Best Picture, Gwyneth Paltrow won for Best Actress in a Leading Role, and Judi Dench won for Best Actress in a Supporting Role.

"I don't think he'll mind my saying this, but Joe Fiennes did not, he didn't want to participate and he doesn't have an Oscar," Gigliotti said. "You can see where it works, because Judi Dench for her 12 minutes of film does in fact have an Oscar on her show."

Asked by Stewart if campaigning should play an important role in the film industry, Gigliotti said this:

"No, I think it's, I think it's absolutely out of control. And I wish no one would campaign."

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Held by the Los Angeles Review of Books since 2019, LITLIT, or The Little Literary Fair, started out as a way to introduce students from workshops to the publishing industry.

It has since grown into a gathering of independent West Coast publishers from Seattle to Santa Monica. This year’s iteration on June 6 and 7 is the biggest yet, with more than 50 publishers participating in the event at Sci-Arc in Downtown L.A.

People look through a small library of used books from "A Good Used Book," a Los Angeles based book pop-up, during LITLIT 2024.

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It’s ‘small’ lit

The fair aims to get the public in front of books that don’t originate from the so-called “Big Five” publishers — behemoths like Penguin Random House and HarperCollins.

“They really get to control what people get to see, and so we hope LITLIT lets people see more of what is out there and what they can support directly,” said Emily VanKoughnett, public programs and engagement director for LARB.

One of VanKoughnett’s favorite independent publishers will be there. Two Lines Press, the publishing arm of San Francisco’s Center for the Art of Translation, deals specifically in translated works.

Two Lines Press, which specializes in translated works, show off their books to attendees of LITLIT.

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They’ve published authors from across the world, translating books from more than 100 different languages into English.

“ We do our work in quiet rooms, so it's really nice to be able to meet readers and talk to them about what's interesting them. These festivals are really valuable to us in that way,” said CJ Evans, publisher and editor-in-chief of Two Lines.

Pressed locally

Local favorite Angel City Press, which operates under the auspices of L.A. Public Library, will also be there with one of their newly published titles, Los Angeles Central Library POPS, that celebrates 100 years of the Central Library.

People at LITLIT 2024 look through different small presses.

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You’ll also find LA-based Errant Press, which specializes in books that break the traditional form — like a poem printed on measuring tape or a matchbox sized poetry collection.

“It’s really cool to see the kinds of risks that people are able to take, the kinds of communities they’re able to serve and really highlight here on the West Coast,” said Irene Yoon, executive director of LARB.

Panels, printing presses, and workshops

The two-day fair also hosts various panels and workshops, including one on the art of comedic writing and another on how to tell the stories of Los Angeles through archival materials.

“This is, I think, the most panels we've ever done,” VanKoughnett said.

People sit down for a panel discussion at LITLIT 2024.

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Workshops on how to navigate the literary world with a completed manuscript and making your own comics and zines are also on the itinerary.

And Carson’s International Printing Museum will demonstrate how to screen print your own bookmark.

“It's not until we're all in the same room with all our best books literally out on the table that you get to see kind of what a phenomenal publishing culture Los Angeles truly has,” said Terri Accomazzo, editorial director of Angel City Press.

Running a small business is tough under normal circumstances. Running one in a wildfire burn scar can feel nearly impossible.

That's the reality many Altadena business owners are still navigating nearly a year and a half after the Eaton Fire destroyed the community and the local economy. Businesses are grappling with how do you stay open when so many of your customers are gone?

At Wet Paws, a pet grooming business along Lake Avenue, that question recently came to a head.

The shop reopened in January but business remained slow. Wet Paws co-owner Stephanie Trujillo estimates the fire had displaced up to 90% of their customers.

Marley, a Cane Corso from Pasadena, went for her first grooming session at Wet Paws in more than a year.

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Then came a conversation with their landlord several months ago that forced a decision.

"He reached out and said, 'Are you going to re-sign your lease?'" Trujillo recalled.

The answer wasn't obvious.

"I said, unfortunately, we're not even making it. We're paying out of our own pocket," she said. "So he said, 'I'll give you until June 1.'"

The deadline meant Trujillo and her mother, Linda Alashti, who have owned the business together since 2023, had only a few months to figure out whether Wet Paws had a future in Altadena.

Wet Paws is hardly alone. As businesses struggle, Los Angeles County recently launched a program offering free marketing assistance and storefront improvements to fire-affected businesses. The deadline to apply is June 8.

A flag banner and sandwich board on the sidewalk outside Wet Paws advertises its services.

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The county also operates a gift card program to encourage residents to spend money at fire-impacted businesses.

But relief has not arrived quickly enough for many businesses.

One particularly slow April Sunday at Wet Paws drove home how dire the situation had become, when they had only one customer.

As she drove home to Fontana, Trujillo began composing a social media post.

"So this isn't easy for us to share," the post began, "but I wanted to reach out with an open heart and hope."

In the message, Trujillo asked the community to book appointments and spread the word to help their business survive.

Before posting it, Trujillo showed it to her mother.

Wet Paws groomer Elizabeth Ranes takes care of a basset hound client.

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"We're very prideful, and it's very hard to ask people for help," she said. "I felt embarrassed that we had to ask the community for help."

Her mother's advice was simple. "Just post it," she told her. "The worst that's going to happen is nobody sees it or nobody cares."

Instead, the opposite happened. By the next day, the post had been viewed and shared hundreds of times across Instagram and Facebook.

The phone started ringing, said Wet Paws groomer Elizabeth Ranes.

"I got well over 50 calls," Ranes said. "We booked out for the last three weeks of the month when we made that post.”

Customers told Alashti that they “didn't know you were back, because they don't come this way anymore.”

Decor inside Wet Paws embraces a playful canine motif.

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Among those who returned was Penny Dahlstrom, a Pasadena resident whose 113-pound Cane Corso Marley had been a Wet Paws regular before the fire.

Dahlstrom had tried taking Marley to a large pet store chain while Wet Paws was closed.

"My husband went in to pick her up, and he hears crying, and it was her," Dahlstrom said. "That's not just her nature."

The social media appeal didn't just bring back former customers. It also introduced the business to new ones, Trujillo said.

But recovery remains uneven.

Some days are still slow. And the shop continues to deal with lingering fire-related electrical damage in the back of the building.

Wet Paws is operating on a temporary electrical system, limiting how much power it can use at any given time.

"If we run our AC, and the neighbors run their AC, we lose power," Trujillo said.

As the June 1 lease deadline approached, Trujillo and her mother weighed their options. They could walk away and cut their losses. Or they could commit to rebuilding alongside a community they had come to love.

Ultimately, they thought about the response to their post and the customers who had shown up when the business needed them most. And they had faith that Altadena would rebuild to its full strength.

They chose to renew the lease for another three years.

"I can't imagine what the community is going through, losing their homes and losing everything that they had," Trujillo said. "Yet they're still coming back."

And as long as they do, she said Wet Paws will be there for them and their fur babies.

On a recent Monday, students at Breed Street Elementary in Boyle Heights started their day like no other — with a tour of the murals hand-painted over the weekend across the playground.

It’s the latest of seven elementary schools in and around L.A. to get the treatment. Over 70 murals in the last 13 years, brought by a collective of artists to students in under-resourced neighborhoods with little access to art education.

“The kids were so excited,” said Stefanie Barbee, a math teacher at Breed. “Just pure joy.”

The students snaked through the paintings on handball courts and school walls: cartoon animals, bright orange flowers, a circle of meticulously painted lines. The works span genres and sensibilities.

Mural by artist hi-dutch.

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“It's grassroots. We're not getting money from anyone,” said Erik Caruso, the fifth-grade teacher in Paramount who's the group glue. To them, they are just an assembly of like-minded friends — and friends of friends — who spend one weekend out of the year hanging out and painting murals for school kids.

But the collective is anything but typical. It includes artists like the late Rich Jacobs, who died from leukemia this year; Tim Kerr; pro skater Ray Barbee; and Japanese artists Yusuke Hanai and hi-dutch. The vibe's always low-key, and somehow they've managed to stay under the radar.

Mural by artist Yusuke Hanai.

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Mural by artist Yusuke Hanai.

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“The kids have no idea that they show in huge galleries or have pieces hanging in museums,” said writer Martin Wong, co-founder of the pioneering Asian pop culture magazine Giant Robot. "Or they're famous in the skateboarding scene or surf or music."

Their reward is the Monday morning after, seeing the happiness on the kids’ faces.

“The artists are waiting all weekend — it’s that moment,” Caruso said.

Mural by artists Sandy Yang and James Hamblin.

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James Hamblin was at Breed for the meet-and-greet earlier this month. He painted a mural designed by his partner Sandy Yang on one of the handball walls.

“Sandy's design is pretty abstract, so it was interesting because the kids were [asking], you know, ‘ What is it?’” Hamblin said. “It was great because I could tell them I had no idea and like, ‘What do you guys think it is?’"

Bring the art museum to the school

Erik Caruso.

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The idea came to Caruso in 2011, after he took about two dozen students from his Paramount school to MOCA and discovered that only four had ever been to an art museum.

“I wonder if there's a way we can bring the art museum to the school,” he said.

Caruso, a 24-year veteran, was no stranger to bringing art — and artists — directly to his students. In 2009, he launched a monthly art project for fifth-graders that culminated in a year-end show where they met and shared work with living contemporary artists.

Caruso's 5th grade art project, featuring works by artist Tim Kerr.

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The murals were next.

They painted their first ones at his school in 2012. Soon, the project expanded to the rest of Los Angeles.

Crew at work

Mural by artist Chris Johanson.

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Mural by artist Chris Johanson.

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The painting takes place between Friday and Sunday, but planning takes months.

At Breed, the connection was made through math teacher Barbee — wife of Ray — who is on a two-year stint at the Boyle Heights school to help students catch up on the subject.

“I had sort of planted that seed that at some point I would love for a school I was working at to be the recipient of the beautiful work,” she said.

Breed Street Elementary in Boyle Heights.

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She brought Caruso out for a site visit last September.

“He has a really amazing kind of vision about where to place the artists … based on just their artwork and where it is in relation to the street view,” Barbee said.

Next came an introduction to the principal and the approval process.

“One of the biggest challenges with what we are doing is, you know, they want flipping dolphins and stuff like that,” Caruso said. “But we want to cross over into fine art pieces.”

Mural by artists Lookout & Wonderland

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Mural by artists Lookout & Wonderland

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Paying it forward

Caruso estimated that as many as 40 artists and musicians have joined the effort.

The core group now, he said, is about 11 people, and friends and families often tag along to help out, given they have just 16 hours over three days to finish the job.

Mural by artist Oitama.

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Mural by artist Lori Damiano.

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Among the regulars: Wong and his wife, Wendy Lau, who once organized DIY punk shows to fund music education at their daughter's Chinatown school. In Caruso, they saw a kindred spirit.

Caruso later brought the collective to paint at that school and eventually invited their daughter, Linda Lindas bassist Eloise Wong, to join his fifth-grade art and music project.

“All of these kids on the blacktop were all just screaming their hearts out,” Eloise said. “It's cool how Erik — Mr. Caruso to them — shows them, like, raw ways to express themselves through cool art.”

Reggae star Ziggy Marley has spent decades carrying one of music’s most celebrated legacies. But until now, he had never written a song directly about his father, Bob Marley.

That’s changed with “Many Mourn for Bob,” a track on Marley’s ninth solo album Brightside, his first release recorded in his new studio in North Hollywood.

Marley was just 12 when his father died of cancer in 1981. Now 57, Marley says the song instinctually emerged after years of life experience and producing the biopic One Love, which revisited his father’s struggles like an assassination attempt amid political violence in Jamaica.

“He went through some things that was really tough on a human being – and just understanding him in that light is to have a little bit more emotional, deeper connection to his experience,” Marley said in an interview at his studio.

Searching for the bright side

The deeply personal track is part of a splashy return for Marley, who's touring behind Brightside and will perform at the Hollywood Bowl on June 21.

The new album blends political themes, optimism and musical experimentation.

Its lead single, “Racism Is a Killa,” featuring Big Boi, pairs the heavy topic with an upbeat groove that he hopes will make the song more accessible to young people.

“We just wanna come out straightforward, like I never want to come out tiptoeing,” Marley said. “I want to say something that can catch your ears or catch your thoughts.”

That tension between darkness and hope runs throughout Brightside. Marley described the album as a reflection on enduring difficult periods – from the pandemic to the Los Angeles wildfires – without losing sight of optimism.

“Sometimes we get lost in that so much that we don't realize that there is always a bright side,” Marley said.

The 432 Hz experiment

The album also experiments sonically: Marley recorded Brightside using 432 hertz tuning instead of the standard 440 hertz in most mainstream music. Advocates of 432 hertz believe it produces a warmer, more meditative sound better synced to the natural world. (You can hear the difference for yourself here.)

“It's a lower musical frequency, but it's a higher frequency in a next sense of your spirituality and emotion,” he said. “So even though the numbers go down, the frequency actually go up.”

Marley sees the move as part of a larger search for new creative approaches.

“I'm very open-minded and always trying to evolve and just experiment with life and music,” Marley said.

The Grammy winner, who joins James Blake and Ed O’Brien of Radiohead as the most high-profile artists to record at the lower frequency, floated the idea of a larger movement among artists.

“Let's just have a revolution in the music industry,” he said. “Let's change the frequency.”

Building a dream

Marley works out of his Rebel Lion Studio in North Hollywood, its name a nod to his 2018 album Rebellion Rises while also a play on the word “rebellion.”

He described the studio as an extension of the independent spirit his father built with Tuff Gong Studio in Jamaica.

Musicians set up for rehearsal ahead of the next leg of Ziggy Marley's tour.

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“My father had a dream, and I had a dream too,” Marley said.

Like with Tuff Gong, Marley also plans to expand the studio operation to include vinyl pressing as records continue their resurgence in the streaming era.

“There’s always gonna be a vinyl present going on,” Marley said. “A thousand years from now, people that we're still gonna need vinyl records to listen to music.”

Ziggy Marley in the hallway of his new studio in North Hollywood.

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For years, Marley said, he worked out of smaller home setups and rented facilities before deciding to build a larger permanent space in L.A.

Marley said the city has become central to his own creative evolution over the last two decades of living and working here.

Drawn initially by music, friends and the city's small but tight-knit Jamaican community, he says being surrounded by creatives from different backgrounds helped push his artistry in new directions.

“I left my safety and my community, my tribe, and come out by myself to L.A.,” he said. “But it's a great experience. It really helped my growth as a human being being here.”

What’s next

Fresh off the release of Brightside, Marley says he’s already working on another album – a notably quicker turnaround since his last album, the family-music release More Family Time in 2020,

“We're doing back to back,” he said.

Ziggy Marley will be performing at the Hollywood Bowl on June 21 as part of a tour supporting his new album Brightside.

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He’s also busy writing a children’s book based on his feel-good hit anthem “True to Myself” and eyeing opportunities in front – or behind the camera – inspired by his time working on One Love and making the video for “Racism Is A Killa.”

“Same philosophy, same message, but within visuals, you know?” Marley said excitedly. “I want to create some stories and try out. I feel it coming. I can feel it.”