Vice is on a hot streak. In April it launched a well-received show on HBO. It was the subject of a recent New Yorker story. And unlike most media brands, it reaches a male youth demographic that advertisers covet. In short, what was once just a magazine is well on its way to becoming a full-fledged lifestyle brand.
This week, Vice is sponsoring Casa Indio, a three-week celebration of Mexican-American culture that includes concerts, workshops, and plenty of beer—all of it free. The suds are courtesy of Indio beer, a dark Mexican lager that made its American debut last year, and while most corporate sponsorships feel pre-packaged and decidedly uncool, this event carries it off.
Casa Indio, which runs through June 8, features nighttime performances by Heavy Hawaii, DJ Zak Matic, Daniel Maloso and others. There are also early evening activities like a zine workshop put on by L.A. Zine Fest and a mescal workshop hosted by Mescal Archivo and acclaimed Oaxacan restaurant Guelaguetza. Plus, you can drink all the Indio beer your heart—or liver—desires.
It all happens just off the 10 freeway in West Adams where a raw space has been tricked out with wall projections and a mural by L.A. street artist Benjie Escobar. The effect is less like a focus group test and more like a warehouse party where a 21+ crowd of culture-lovers are free to mingle, sip, and sway to the modern Mexican-infused tunes.
Casa Indio takes place at 5727 W. Adams Blvd.