Photos: FX Hosts Early-Days-Of-Crack-Epidemic-Themed Pop-Up To Promote New Show 'Snowfall'
This summer, FX is premiering a new show about the start of the crack epidemic in Los Angeles. Titled Snowfall and produced by John Singleton, the show charts the paths of several characters who live in Los Angeles in 1983 as crack starts to permeate the city. The network has been aggressively promoting the show; Snowfall has a big name with Singleton at the helm, but the cast is mostly new faces (in the U.S., at least), so FX is pulling out all the stops to attract new viewers.
Besides putting posters up all over L.A., FX is hosting a pop-up all weekend. In an event space on the southern end of downtown, FX has created a free experience for the public to promote the show. At the entrance, a sign sets the scene for the show and the pop up. It says:
"Los Angeles. 1983. A storm is coming and its name is crack."
Inside the space, graffiti covers the walls and ceiling-length displays of sunny L.A. streets cut through the middle of the massive room. You hear DJs spinning classic hip-hop, and smiling PR representatives hand you shoelaces, sweatbands, and postcards while wearing white t-shirts with "SNOWFALL" written on the chest. Right above eye level, you read the show's tagline in graffiti scrawl: "THIS IS HOW CRACK BEGAN."
Photo by Annie Lloyd/LAist
You may wander the space, noticing the number of young white men with Stussy and Thrasher-branded clothing. You may notice the event space has a faux-Greek aesthetic as the basic architectural background. You may choose to get your hair cut in a mini barbershop, or snap some photos, or sit in a chair akin to a shoe shining booth; your sneakers do not get shined, they get a new pair of shoelaces. You might feel a bit peckish and wander over to get a free slider from Bludso's BBQ. It's been a while since their Compton location closed, with still no word on when they'll find a new space— you haven't visited the La Brea location, so you take the small bite of smoked meat and a Diet Coke. You will be reminded, over and over again, that This Is How Crack Began.
Ramy Gorkowski, the Director of Integrated Promotions at FX, explained how they "wanted to put together an experience that highlighted the era when Snowfall takes place." When asked about what prompted the decision to highlight the era of racially motivated drug policy and trickle-down economics with a pop-up featuring DJs and free food, she responded how, when marketing a show, "you have to walk that fine line and make sure it's an experience where people are engaged." She added the show itself is "sensitive to the idea," and how FX wants to "make sure the story gets told."
Snowfall premieres on FX on July 5 at 10. p.m.
The Snowfall pop up is located at Hudson Loft, 1200 South Hope Street, Los Angeles. Hours are 12 p.m. to 8 p.m. Friday, and 11 a.m. to 7 p.m. Saturday and Sunday.