LA Times Brand X Blog Goes Live, Just in Time for Coachella

Following up on my [somewhat] harsh post last month, LA Times launched BrandX yesterday. An events blog for the kids. Yawn.

“It’s content sharing on an extremely local level and will bring our great work to an audience that does not currently see it,” explained Times editor Russ Stanton in an all-hands memo.

So far it’s good blog content, written mostly by Carolyn Kellogg, a friend who was once editor of LAist (she also blogs for the Times’ book blog, Jacket Copy). The appearance and presentation could definitely pop more and have more interactivity, especially if Brand X is aimed at the younger set.

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Coachella

Left behind in L.A. this wknd as everybody else is under the hot sun in indio, two hour east, site of the Coachella Valley Music Festival.

About twenty of the performances will be webcast live right here, if that’s any consolation.