Shop Small Spotlight: Delicious Pizza

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This article is sponsored by American Express. Please remember to Shop Small this holiday season.

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.

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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.

Delicious Pizza was officially founded in 2015 by the Ross brothers and father-son duo Fred and Travis Sutherland. Fred is one of L.A.’s prominent restaurateurs (Fred 62) and his son Travis is a young chef with a penchant for pizza dough. The all-organic grain mix dough supports unconventional toppings (soppressata, ricotta and fontina cheeses, house-made sausage) for its hip hop-themed pies (think: Cheeba Cheeba and The Slaughtahouse).

Gold Records from the label and photos of its artists line the walls, and a vintage boom box anchors the beer display.

If that wasn’t enough, the event space next door, Infinity On West Adams, sports a fantastic David Choe mural and hosts local art shows, live music and book signings that have seen the likes of Casey Veggies, Run the Jewels and Dom Kennedy. Delicious Pizza recently expanded into Hollywood with a second location on Sunset Boulevard near another haven for music lovers, Amoeba Music.

“L.A. is such a great melting pot, a very diverse and vibrant music and art scene,” explained Rick Ross about living and working in L.A. “Being so close to the mountains, desert and ocean, is super inspirational. Our pizzeria on West Adams is on one of the great boulevards of the city and it represents all the beauty and soul of L.A. From the old school jazz clubs to great local cafes and emerging art scene, the neighborhood literally reflects what makes L.A. so cool for locals and guests from around the world.”

[[{"fid":"438987","view_mode":"media_original","fields":{"format":"media_original","field_file_image_alt_text[und][0][value]":"","field_file_image_title_text[und][0][value]":"","field_media_alt_text[und][0][value]":"","field_media_title[und][0][value]":"","field_tags[und]":"Specialty Shops & Boutiques, Shopping","field_folder[und]":"2327"},"type":"media","link_text":null,"attributes":{"height":"60","width":"67","style":"float: left; margin: 0 35px 30px 0;","class":"media-element file-media-original"}}]]American Express® Card Members can earn BIG rewards from now through Dec. 31, 2016. Find out how you could earn 2X rewards when you Shop Small with an enrolled American Express® Card this holiday season. Prepaid and Corporate Cards, American Express Cards issued by other financial institutions, The Plum Card® and certain other Cards are not eligible. Reward cap and other terms apply.

Learn more and enroll in this offer at americanexpress.com/shopsmalloffer. With the addition of more than 90,000 Los Angeles-area locations to the American Express network over the past two years*, Card Members now have more places than ever before to Shop Small in Los Angeles.

*Based on internal comparison of American Express small merchant locations in December 2013 to American Express small merchant locations in December 2015.