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Meet Victor Carrillo of The ID Agency in Downtown LA, Art’s District

Today we’d like to introduce you to Victor Carrillo.

Thanks for sharing your story with us Victor. So, let’s start at the beginning and we can move on from there.
I am the son of Mexican immigrants who came to the US to pursue the “American Dream”. That dream was achieved through hard work and perseverance when my parents opened their first business which was a Latin nightclub. The family business helped foster a love for music for my brothers and I. They owned other businesses and properties around Los Angeles including an auto center which spawned my love for cars. I am a native Angeleno and have lived in many different parts of Los Angeles and Ventura County, from the beach cities to the valley’s, each neighborhood has helped shaped my view on life. I became an entrepreneur at the young age of 18 and have started, sold and in some cases shut down over six different companies. I always wanted to turn my passion for music and cars into a business, after a couple of years of working in the music industry, I decided to focus on my love of cars as a career. After opening and selling my first automotive business, I went to go work for leading automotive importer and designer CEC (based in Gardena). I quickly worked my way through the ranks of the fast-growing company and eventually became their VP of marketing. After a few years of developing marketing campaigns for several leading European automotive brands, I decided to branch out on my own and start an agency.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
There is no smooth road in entrepreneurship, and this has been the case with the story of the ID Agency. The recession of 2008 almost put us out of business because we were mainly serving the automotive industry. That industry took a massive hit and the big automakers were looking for government bailouts. So our clients that were selling automotive parts such as custom wheels, brakes, and performance parts were all struggling. This is when I realized we weren’t in the business of marketing automotive parts, we were in the business of promoting automotive passion. So we quickly pivoted and began marketing for brands that were selling automotive passion through video games, fashion and energy drinks – this included brands such as Microsoft (creators of the Forza Motorsport game), PUMA and NOS Energy Drink (now a Coca-Cola brand). From this point forward, we focused our attention on people and their passions.

We’d love to hear more about your business.
The ID Agency is my current business which also happens to be my longest running endeavor of over 15 years. ID as most people know it is a full-service cultural and enthusiast marketing agency. What this means is we help brands connect with people through the things they are passionate about in meaningful ways. Our team includes creators, storytellers and marketers from all walks of life and from all parts of Los Angeles. We play in today’s pop culture world and collaborate with automotive enthusiasts, social influencers, content creators, street artists, emerging fashion designers, passionate gamers and others that help shape culture far beyond Los Angeles. We are fortunate to be based in this special city where we are surrounded by creative people that push the boundaries of tech, design and entertainment. For the past ten years, the ID Agency has been based in the Art’s District of downtown Los Angeles. It is a very appropriate location for the type of work we do, so once again the neighborhoods of LA continue to shape my life. As we like to say, LA all day.

What were you like growing up?
Growing up as a first-generation Mexican American in Los Angeles and the surrounding areas, it was always full of adventures. I say this because the family business was a nightclub and thus, we didn’t have the most traditional childhood. Our parents were entertainers and we had a very large family so there were always parties and gatherings. It was because of this that I feel I developed my outgoing people skills and truly enjoyed being around people having fun. I never wanted to be home, I was always out with friends riding my skateboard or later cruising the hot spots of Los Angeles. As a young adult, I became a nightlife promoter following in the footsteps of my father. I took all of these skills and used them in business to develop life long relationships and connect with people from all walks of life and backgrounds. To this day, I still have a love for all of the passions from my childhood, including skateboarding, street art, sports, cars and music.

Contact Info:

  • Address: 2301 E. 7th Street, Suite A338
    Los Angeles, CA 90023
  • Website:
  • Phone: 213-394-0334
  • Email:
  • Instagram: @theidagency
  • Facebook: @theidagency
  • Twitter: @theidagency

Image Credit:

Photos by: Mo Satarzadeh and The ID Agency

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