Lono
Brazil & THE URBAN RENEWAL PROJECT
Lono Brazil is the consummate trend-setter. It takes
only one moment in his presence to know this. If you
need to find out what the latest, the hottest, the newest
is in fashion, music, technology, lifestyle in general
– he is your go-to guy.
Capitol Records/EMI knew this - that’s why they
hired him on as a record executive, where he helped
launch the careers of Foxy Brown, The Pharcyde, and
a long list of popular acts. Loud Records and Island
Records also knew this - that’s why brought Lono
in as a marketing consultant and artist development
specialist. 90.7 KPFK also knew this; Lono hosted the
Los Angeles radio station's “Global Village”
- a weekly program where he electrified listeners with
"music from around the world, and around the block."
For twelve years on the L.A. entertainment scene, a
whole lot of other people knew it too: Lono DJ’d
and otherwise created atmosphere for movie premiere
parties, private celebrity events, album release parties,
major art opening, nightclubs, and a plethora of fashion
industry occasions; some of his clients included X-MEN2,
Will Smith's and Jada Pinkett-Smith, Rick Klotz at Red
Five, San Francisco (Cuban Photo Exhibit), Faith Evans
and Raphel Saadiq (record release parties), Harper's
Bazzar Magazine, Decades (LA), Essence Magazine, Honey
Magazine, Strange Invisible Perfumes, James Ferragamo,
LVMH, Missoni, Nike, Bebe, and UNICEF. Lono Brazil has
also produced dance re-mixes for Mary J. Blige, Faith,
Omarion and others, and simultaneously held down residencies
at nightclubs including Gold's (Tokyo, Japan), Freds
(London, England), Reign (Beverly Hills, CA), and Les
Deux Cafes, Sunset Room, The Standard Hotel, and Star
Shoes in Los Angeles, as well as countless venues in
San Francisco, Chicago and New York over the years.
They have all known the magic of Lono Brazil!
____________________________________________
"Even
though hip-hop is a great representation of
being urban, it is not the sole representation,
nor does it fully represent urban life."
-LB
|
More recently, Lono launched The Urban
Renewal Project – a trend of thought
which first took form as a dance party. Reminiscent
of the 1980’s The Urban Renewal Project party
was a place where artists, designers, professionals,
and urban dwellers of all cultural backgrounds, ilks,
and preferences, melded together to enjoy a common musical
ground. Lono hosted and provided music for the parties
once a month between The APT in New York City and Sonotheque
in Chicago. Bringing in occasional guest DJs like Stuart
Matthewman (Cottonbelly) of Sade, a wide variety of
music was celebrated, including not just hip-hop (as
we know it), but “the music that inspired hip-hop.”
The events were designed to display an alternative perspective
on what it means to be urban; the concept of “urban”
having been distorted, he felt, by limited, and often
derogatory, representations in modern media. The same
thinking that went into the parties has since morphed
into The Urban Renewal Project*Mag Blog, Lono’s
most recent adventure. |
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