Customers are taking notice of indoor digital platform at In Da Loop Restaurant and Bar in the U-City Loop

Dynasty Media, founded in St. Louis, is the innovator of the information delivery digital program. In Da Loop Restaurant and Bar is one of a growing list of businesses taking advantage of the Dynasty Interactive Screen Community (DISC) program to

St. Louis Brings In New Digital Platform to Reach African American Consumers.

In Da Loop Restaurant owner Demadison Fife

You are at a restaurant, enjoying a splendid grilled chicken salad with all the trimmings, glancing several
videos monitors showing a major league baseball game and a movie starring actor Will Smith.

One of the video displays catches your eyes and causes you to stop glancing and intently watch. The
display flashes colorful messages about:

  • A St. Louis person being selected as a new member with the Obama Foundation Leaders USA Program
  • Local exerts and leaders meet to address the gun violence in St. Louis
  • An African American insurance association’s annual scholarship fundraiser
  • Health and food info about staying mentally healthy during the summer heat, and about watermelon being the $500 million dollar wonder fruit loved around the world.
  • And most of the community information has QR Codes for you to dig deeper in the messages with a click of a photo on your mobile phone

This new technology on video screens focusing on local news and information is taking hold in the St.
Louis area. The indoor digital platform is called Dynasty Interactive Screen Community (DISC) designed
to reach new readers and viewers in the most trafficked businesses and institutions throughout the

The goal is to connect with African American consumers where they live, work and play. Dynasty Media,
founded in St. Louis, is the innovator of the information delivery digital program.

In Da Loop Restaurant and Bar, in the University City Loop, is one of a growing list of restaurants, event
centers, nonprofit agencies and others taking advantage of indoor digital platform being launched here.
Demadison Fife, one of the owners of In Da Loop, 6665 Delmar Blvd., said his customers have taken
notice of the videos display board.

“People come in and they get to see advertisements and information about what’s happening in the
community,” Fife said. “They’ll start looking at it and say, ‘I know those people’. It becomes like a
comradery. They see people that they know on the screen. It is a good feeling.”

In Da Loop specializes in woodfire specialties including made to order pizza, chicken wings, toasted
ravioli, Oyster Rockfella, meat balls, Italian Meatball subs and salads. The eatery has a full bar, spacious
seating and offers delivery services.

Customers can enjoy the food as well as the engaging ambiance the restaurant provides with Open Mike
on Mondays, Karaoke on Tuesday, live music on Wednesday, a DJ on Friday, violinist on Saturday and
slow jams on Sunday.

Fife, 61, opened In Da Loop just over a year ago. Back in his 20s, he worked for the McDonald
Corporation, where he said he learned about restaurant operations, food, labor costs and more. A U.S.
Army veteran, who, during active duty, served on active duty as an artillery gunner; and as a nuclear,

biological, and chemical officer, and later in the reserves as a drill sergeant. Darren Newman is a
business partner in the venture.

Fife said the DISC program is encouraging other business owners to learn more about the digital

“A lady came in the other day who had just opened up a restaurant and wanted to know information
about how to get a video board in her place,” he said. “It’s a good way to be in one spot to learn
information about different businesses.”

David Beckford, Creative Director, and Founder of Dynasty Media, which has generated over $2.5 million
in advertising revenue for its Media Partners since 2019, said technology is free to establishments to
host a screen. He said the benefits are enormous.

“Screen host locations receive free promotion throughout the year,” he said. “Our media and marketing
teams work to advertise the business to attract new customers, fill seats at events, and drive revenue.
And to be seen and heard by thousands of prospective clients.”

In the age when digital access is on the fingertips and in the eyesight of consumers, the priority to reach
a diverse audience via active and creative media content is at a premium.

News delivered. Information shared. Advertiser’s products and services pitched. Understanding
obtained. That is the story of widening the online highway to go places it must go – into the minds and
hearts of African American consumers.

Dynasty Media (Network) is a Partnership of Trusted Black/African American (AA) Owned Digital &
Linear Platforms Across the United States. The agency offers advertisers the opportunity to CONNECT
with a valued audience that is African American, culturally relevant content to “grass root” local

“Our goal is to give Black media a bigger voice and some type of competitive advantage in the larger
mass communication landscape,” said David Beckford, Creative Director, and Founder of Dynasty Media.
To date, there are fourteen locations in the St. Louis metro with the goal of being twenty, Beckford says.
According to market data, there are 367,000 “pair of eyes and ears” in the radius of the screens,
reaching 160,000 people in a collective frequency, Beckford says.

Other locations where the DISC system is up and running:

  • Heartland St. Louis Black Chamber of Commerce
  • Krab Kingz
  • Omega Center
  • Better Family Life
  • NAACP St. Louis County
  • Annie Malone Children’s Home
  • Riverview West Florissant Development Corporation
  • Tapers Barber and Beauty
  • Tripe City
  • Two of a Kind Bar & Grill
  • Your Place Diner
  • Gwen’s Restaurant
  • Ladies of Elegance Salon & Spa/Ryze Manufacturing

Click on DISC to see at video clip for the St. Louis Market

For more information, about DISC, visit


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