Since uploading his first music video on YouTube about a year ago, Justin Chart has racked up more than 9 million views for his tune, “Los Angeles the Song.” Chart, 53, grew up in North Hollywood, and the videos of his song – including Spanish-language, historical and dance versions – feature imagery of Laurel Canyon Boulevard in North Hollywood, a panorama of the Valley at night from Mulholland Drive in Sherman Oaks and scenes from a Burbank car show. “There are a lot of clips from North Hollywood in there,” he said. “I still go back to North Hollywood about once a week for the memories. It’s where my heart is.” Like the Randy Newman song “I Love L.A.,” Chart’s tune promotes the area and seeks to tie together the disparate neighborhoods into a coherent whole. The opening lines of the song: “We are a winning team, stars and the silver screen.” Earlier in his career, the Hancock Park resident wrote music for TV shows and films, including “Full Metal Jacket,” “Back to School” and the TV mini-series “I’ll Take Manhattan.” He invested his own money to produce the YouTube videos. While he’s pleased with the play on YouTube, he admits the revenue from online advertising is minimal. However, he is selling the song on iTunes and hopes to cash in with merchandising built on the lyrics. Phrases such as “the filling station of imagination” and “Sunset state of mind” could appear on mugs, tee-shirts and other paraphernalia. Chart is looking for a marketing partner who can create and sell such products. “I’m a musician – I don’t know a lot about production or marketing, but I’d like to meet someone who does because this could be a goldmine,” he said. Martin Cooper, president of marketing and PR firm Cooper Communications in Encino and author of the book “North of Mulholland,” said the Valley is part of greater Los Angeles, but at the same time has a distinct culture and feel. By showing images of the Valley in the videos, in addition to the iconic beach and Hollywood shots, it sends a message of inclusion. “To include the Valley is very positive, because it’s easy for people to think of the Valley as separate,” he said. Chart is counting on the appeal of the song’s title – and the tourist traffic of the namesake city – to drive the popularity of his merchandise. “YouTube is a stepping stone,” he said. “The real marketability is in merchandise. The brand ability of Los Angles is very catchy.” – Joel Russell
