VIP Records
| Company type | Private |
|---|---|
| Industry | Retail (record stores), Music |
| Founded | 1967 |
| Founder | Cletus Anderson |
| Headquarters | South Central Los Angeles , United States |
Area served | Southern California |
Key people | Cletus Anderson, Kelvin Anderson |
| Products | Music retail, Recording studio services, Record labels (Magic Disc Records, Saturn Records) |
Number of employees | 14 stores (approximate) |
VIP Records is a chain of record stores based in South Central Los Angeles, California. Established in 1967 by business pioneer Cletus Anderson, the company now runs fourteen outlets throughout Southern California.
The Long Beach branch, inaugurated in 1978 and overseen by Kelvin Anderson, emerged as a vital center for hip-hop culture.
Origins and growth (1960s–1970s)
Cletus Anderson, originally from Mississippi and formerly employed as a painter for firms such as Honeywell and General Motors, launched VIP Records in 1967. The inaugural store was situated at the intersection of 108th Street and Broadway in South Central Los Angeles. Over time, the chain expanded to fourteen locations serving the burgeoning Black neighborhoods of Inglewood, Pasadena, Compton, and Crenshaw. The enterprise also operated three wholesale distribution companies—Robot Records, Magic Disc, and Music Merchandisers—as well as two proprietary labels, Magic Disc Records and Saturn Records.
A pivotal moment occurred in 1982 when VIP’s Saturn Records released Ice-T’s first single, “The Coldest Rap,” underscoring the company’s growing impact on West Coast hip-hop.
Long Beach branch and hip-hop legacy (1980s–1990s)
In 1979, Kelvin Anderson took ownership of the Long Beach VIP Records location. During the 1980s, amid escalating gang-related violence in the area, Kelvin converted part of the store into a recording studio. Collaborating with producer Sir Jinx, they equipped the space with advanced gear such as the Emu SP-1200 sampler.
This studio played a crucial role for the hip-hop group 213—comprised of Snoop Dogg, Nate Dogg, and Warren G—who laid down their initial demo tracks there. Despite efforts to secure contracts with labels including Jive and Priority, the group initially encountered rejection.
VIP Records also championed artists like DJ Quik, The Dogg Pound, Domino, The Twinz, Dove Shack, and Tha Eastsidaz. Notably, in 1993 Snoop Dogg filmed segments of his debut single’s music video, “Who Am I (What’s My Name)?,” atop the VIP store rooftop, highlighting the store’s cultural importance.
Challenges and transformation (2000s–Present)
The Long Beach VIP location, Kelvin Anderson’s last remaining store, experienced decline during the early 2000s due to the advent of digital music platforms like iTunes. By 2012, the store had downsized from its original 3,300-square-foot Pacific Coast Highway venue to a smaller unit within the same shopping center; its former space was subsequently taken over by a beauty supply wholesaler.
In 2018, VIP Records reinvented its operations by opening VIP Create Space—a 3,200-square-foot facility designed to support local musicians and entrepreneurs.
Impact on music and culture
VIP consistently held in-store promotional events featuring major performers such as The Jacksons, Rick James, Stevie Wonder, and James Brown, strengthening its market presence.
Kelvin Anderson was a trailblazer in incorporating live DJs within retail locations, instructing them to adjust playlists according to customer mood, which gave VIP a distinctive competitive edge.
The Long Beach VIP is acknowledged as the origin site of G-funk—a hip-hop subgenre combining funk rhythms with melodic production that shaped West Coast hip-hop’s signature sound. This cultural contribution enhanced VIP’s standing within the music industry.
The Long Beach store along with its iconic signage has been featured in prominent music videos and documentaries including Snoop Dogg’s "Who Am I (What's My Name?)" (1993), Tha Eastsidaz's "G'd Up" (1999), and HBO's The Defiant Ones (2017), reinforcing VIP’s visibility and brand identity.
Sign at Long Beach Location
Initially owned by Whistler Liquor, the sign for VIP Records was repurposed in 1978 when Cletus Anderson established the Long Beach outlet. The following year, Kelvin Anderson assumed control and revamped the sign by incorporating a black vinyl record centerpiece accompanied by flashing neon lights designed to mimic rotation.
During the mid-1990s, as VIP Records expanded its international reputation, Kelvin enhanced the sign by adding the phrase "World Famous" and altered the depiction of the whistling man’s skin color from white to black, reflecting the brand’s evolving identity.
Designation as Landmark and Related Disputes
In 2015, Anderson attempted to sell the sign via eBay, attracting bids exceeding $170,000. However, he withdrew the listing after city officials encouraged exploring preservation options within the local community. Unknown to him at the time, an application had been filed under Long Beach’s 2015 Historic Preservation Ordinance seeking landmark status for the sign; this ordinance permits any individual or group to apply regardless of property owner consent.
A study commissioned by the city in 2016 verified the sign’s cultural and historical importance, confirming its eligibility for landmark recognition. Nonetheless, disagreements between Anderson and Offer Grinwald, the building’s owner, caused delays in advancing the designation process.
In 2017, Anderson initiated a petition advocating for the sign’s preservation as part of an African-American arts and music museum. However, he opposed the landmarking effort when he discovered it was moving forward without his participation. That May, Long Beach allocated $80,000 toward restoring and officially landmarking the sign on condition that Anderson would complete restoration within two years and maintain its location in Long Beach.
Controversy emerged when plans surfaced to replace VIP Records’ storefront with a 7-Eleven convenience store, prompting community opposition and a petition against this development. Initial negotiations resulted in 7-Eleven agreeing to integrate historical features and support local programs; however, this agreement fell through by September 2017. Subsequently, Anderson opted to remove the sign rather than have it displayed above a 7-Eleven.
In December 2017, the Long Beach City Council unanimously approved historic landmark status for the sign. Despite this designation, Anderson proceeded with relocating it to safeguard its cultural legacy on terms he controlled.
Museum Project
In March 2025, Anderson revealed plans to convert the store into a museum and educational facility, formally announcing this initiative.
The museum will focus on showcasing Black music’s impact on hip-hop culture through exhibits containing plaques, awards, and photographs of prominent artists associated with VIP Records. Additionally, it will provide educational programming centered on the music industry and independent record stores’ contributions.
The City of Long Beach endorses this endeavor, with Mayor Rex Richardson highlighting its cultural importance. As part of the Elevate 28 revitalization campaign leading up to the 2028 Summer Olympics, funding has been designated to refurbish VIP Records’ sign. The sign is scheduled to be relocated onto public land near the store to function as a tourist attraction and a sustainable revenue source supporting the museum.