Why Los Angeles? Creativity and Inspiration are Constants Here
By: Jordan
Storytellers draw inspiration from our surroundings. Joan Didion was an emblematic writer of Los Angeles. Patti Smith, artist, singer, songwriter and poet, is signature to New York City lore. San Francisco is so deeply embedded in the DNA of the Grateful Dead that people tour their old haunts there.
As creatives — which is to say, as imaginative people — a place doesn’t have to be literal. Just as we aim to transport people (readers, reporters, clients) with our ideas, we ignite creativity through online research, listening to others’ first-hand experiences, and following the news. That said, living in a city like Los Angeles puts inspiration at my fingertips and my doorstep.
As I come up on two years in LA, it’s clear to me that my client work has been stimulated by my environment. Here are a few reasons this city has become a wonderful setting for my career.
It’s nestled in the heart of culture
There are many ingredients that go into telling a good story, but here are a few: relevance, relatability and timeliness. Differently put: why people should care, why they should connect and why they should do both now. Understanding the media landscape — from pop culture to social media trends — is essential to knowing where we can plug our clients into the conversation. This is somewhat of a specialty at Cutline. If I missed a premiere of the latest HBO show, need a book recommendation, or want a hot take on Millennial shopping habits, I’m one Slack message away from my teammates’ insights.
Living in Los Angeles makes it easy to keep my finger on the pulse. The city is famously a hub for art, fashion, music, comedy, food and culture at large. While social media has shifted where trends “start” — as people’s platforms are digitized and globalized — cities like LA and NYC, teeming with artists, racially diverse communities, and safe spaces for LGBTQ+ people, drive the conversation forward. Whether exploring Gen Z dating trends with eharmony or staying up to date on the latest AI tools creators are using to generate videos, like Pika, living in LA means being in the center of the action. I just need to look up, tune in and listen.
It positions me for IRL engagement
In the year 2024, our digital lives and our “real lives” are of near-equal importance. The line has blurred. As a hybrid company, Cutline knows it’s essential to blend digital and IRL experiences — for our team and our clients. Building relationships with reporters happens both over email and at coffee shops. Connecting with clients occurs over Zoom and at in-person events. (Watching Joby Aviation make the first ever electric air taxi flight in New York City was a 2023 highlight for our team.) And inserting our clients into the culture means achieving top-tier coverage and recognition (making the Forbes 30 Under 30 list never hurts!) as well as showing face at industry conferences.
Being in LA makes meaningful IRL engagement convenient. With many reporters based in LA, I can easily meet up for coffee, stop into a studio for a broadcast opportunity or forge an on-the-ground collaboration. The same goes for creators. Most days I can step outside my apartment and see a famous TikToker whizzing by on an electric scooter or a headliner comedian honing their act at a local club for $15. Access to creativity is abundant, whether trying restaurants that creators touted on Instagram and Facebook, or attending events like Vidcon 2024 alongside industry influencers. Better yet, I got to catch the Waymo One Tour, where people rode around my favorite city in an autonomous Waymo vehicle.
I’m amazed by my surroundings daily
In LA, I find inspiration everywhere.
Having lived in several parts of the country throughout my twenties — Boston, New York, North Carolina and Colorado — this city brings all my favorite parts of those places together. Want to feel the buzz of a bustling cityscape? Downtown LA (DTLA) is teeming with restaurants, warehouse raves and art walks. Need a hike to escape said bustle? Griffith Park and Runyon Canyon are quick commutes away, and the Angeles National Forest boasts gorgeous mountain ranges. No, you’re a beach person? Great, Santa Monica, Venice and Malibu are perfect for weekend day trips or spur-of-the-moment, post-work sunset drives.
Even the area surrounding LA is full of opportunity for exploration. Joshua Tree holds the mystical power signature to desert retreats. Palm Springs scintillates with pastel-colored neighborhoods, hidden gem thrift stores and LGBTQ+ culture. San Diego is a drive (or scenic seaside train ride) away, offering its own beaches and food scene. Perhaps one of my favorite parts of working in LA is that the Cutline office in San Francisco is a brief flight away — making in-person team bonding a reality I get to enjoy every year.
As someone who writes both for my career and outside of work, being in LA has ensured my creative muscle is always activated. Not to mention the sunny weather keeps me energized always — thank you vitamin D!
