Sunset Strip Billboards: History, Art & The Future Of Advertising

21 May, 2025

Can a stretch of road, a canvas of towering advertisements, truly encapsulate the spirit of a city and the evolution of an industry? Sunset Boulevard, particularly the iconic portion known as the Sunset Strip, stands as a testament to the enduring power of billboards, their ability to reflect and shape popular culture for over a century.

The city of West Hollywood currently holds the reins as the guardian of this billboard legacy, tasked with a delicate balancing act. The challenge lies in ensuring the vibrancy of the Sunset Strip remains contemporary, while simultaneously honoring the rich traditions and unique character that have come to define this section of Sunset Boulevard. The city is actively engaged in a comprehensive process, meticulously examining the future of billboards within this storied area. This undertaking reflects a deep understanding of the significance of these advertisements, not merely as commercial tools, but as integral components of the Sunset Strip's identity.

The story of billboards on the Sunset Strip is a captivating narrative that stretches back over a century. It finds its roots in the silent film era, where the Hollywood moguls residing in Beverly Hills sought a visual connection between their studios in East Hollywood and their luxurious homes further west. These early billboards served as directional aids and promotional tools, gradually evolving into the larger-than-life spectacles we recognize today. Sunset Arts & Advertising Program Manager Bryan Eck notes that this initial need for connection propelled the early development of the billboard landscape.

The billboards themselves have become a form of art, a testament to the creative vision of those who designed and commissioned them. One such project, a collaborative effort titled "Billboards on Sunset Boulevard" is the work of Musa Tariq, Katie Welch, and photographer/creative director Summer Kellogg, acting as a cultural and artistic capture. This project highlights the multifaceted nature of the billboards, showcasing their influence beyond mere advertising.

The evolution of the Sunset Strip billboard isn't just a story of art and commerce; its also a reflection of technological advancements. The first electronic billboards illuminated Sunset Boulevard in 1997, situated at 8410 Sunset and 9039 Sunset (1Oak). These innovative displays were governed by development agreements that required them to showcase city-related content or artwork for a portion of each hour, demonstrating the city's foresight in blending commercial interests with cultural enrichment.

In May 2021, Orange Barrel Media (OBM) and the City of West Hollywood unveiled the Sunset Spectacular at 8775 Sunset Blvd. This cutting-edge multimedia billboard, a testament to the city's forward-thinking approach, towers 67 feet above the street, designed by Tom Wiscombe Architecture (TWA). The Sunset Spectacular has captured public attention, reflecting the city's goal of staying on the forefront of innovation. The city's commitment to the latest technologies ensures that the billboards continue to engage and captivate.

Advertisements for tech giants like Apple and Netflix now dominate the Sunset Strip's billboards, a clear indication of the changing landscape. This contrasts with the earlier eras when music reigned. The shifting dominance in the commercial world on these structures mirrors the evolution of media consumption, with the tech industry rising to the forefront.

The golden age of rock 'n' roll billboards left a lasting impact on the Sunset Strip. The billboards served as a vital medium for musical acts, transforming the boulevard into a visual gallery of rock culture. From The Doors to Jimi Hendrix, the billboards announced album releases and concert dates, and amplified the artists' presence to the public. Photographer Robert Landau captured many of these iconic billboards. His photographs documented the billboards of musical legends such as Joni Mitchell, Jimi Hendrix, Rod Stewart, Alice Cooper, David Bowie, Jackson Browne, Pink Floyd, The Animals, Elton John, and Frank Zappa.

However, the importance of these billboards began to wane in the early 1980s with the rise of MTV. As promotional budgets shifted towards music videos and away from outdoor advertising, the billboard's dominance began to wane. The shift signifies a shift in how the industry promoted and monetized music. The promotion of music and bands via billboards was no longer as effective as it had been.

Billboard placement continues to evolve. The approved billboards planned for 9200 Sunset Blvd., which houses the restaurant BOA and the social club Soho House, will be located on the western side of the building. The council has chosen to upgrade these billboards to digital, showcasing the city's commitment to contemporary marketing.

The "Sunset Gateway," an outdoor video asset, is a testament to the evolving technologies, featuring a 6.67 mm empire exterior LED screen. This demonstrates the ongoing innovations in billboard technology.

Jac Holzman, the head of Elektra Records who signed The Doors, recognized the potential of billboards. In 1967, he established an office not far from Sunset Boulevard and realized that billboards were being underutilized for promoting music records. This prompted a surge in using billboards for advertising records and artists.

The 1.5-mile stretch of Sunset Boulevard, well-known for its record stores, nightclubs, and billboards, remains a central hub for entertainment and advertising. The billboards, in particular, have become a fundamental part of its identity.

The billboards at 8743 Sunset Blvd, initially static, underwent a conversion to digital displays. The boards at 8410 Sunset and 9039 Sunset (1Oak) were the first electronic billboards on Sunset Boulevard, installed in 1997.

Feature	Details
Location	Sunset Boulevard, West Hollywood, California
Historical Significance	Over a century of billboard history, dating back to the silent film era. Reflects changing culture and technology, with a golden era for rock and roll.
Current Role	Advertising space for various industries, including tech companies like Apple and Netflix.
Key Elements	Sunset Spectacular (8775 Sunset Blvd) West Hollywood Moving Image Media Art Program (MIMA) Digital and static billboards
Notable Artists Featured	Joni Mitchell, Jimi Hendrix, Rod Stewart, Alice Cooper, David Bowie, Jackson Browne, Pink Floyd, The Animals, Elton John, Frank Zappa.
City's Role	The city of West Hollywood serves as the custodian of the billboard legacy, tasked with ensuring that the vibrancy stays contemporary while honoring the traditions and character of the area.
Technological Advancements	Introduction of electronic billboards (1997) and the "Sunset Gateway" with LED screens.
Impact of MTV	The rise of MTV led to a shift in promotional spending, reducing the significance of billboards in the early 1980s.

The Sunset Strip continues to be a focal point for art and advertising. The West Hollywood Moving Image Media Art Program (MIMA) uses digital billboards to present moving image artworks. The West Hollywood city government is utilizing this creative space to showcase moving image art, and the city is always embracing innovation.

Carneys, a historical landmark on Sunset Boulevard, first opened its doors in 1968. The intersection of commerce, history, and art continues to give Sunset Strip its distinctive vibe, ensuring that the area is still relevant.

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The Sunset Strip and billboards at dusk in West Hollywood, California

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Traffic and Billboards, Sunset Blvd., Los Angeles, California, United

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