Both are veterans of the L.A. Times--Mr. Rushfield ran the entertainment section of the paper's website until 2009, did a stint as the West Coast editor of Gawker and is currently a Vanity Fair contributing editor. Ms. Aurthur was the television editor for the paper before becoming the West Coast editor of Newsweek/ Daily Beast.

BuzzFeed reporter Michael Hastings will contribute to the  west coast bureau's entertainment coverage as a correspondent-at-large. Mr. Hastings, who is currently covering the presidential election, wrote the famous Rolling Stone profile of Stanley McChrystal that led to the general's dismissal.

“We’ll bring a combination of fun, viral ready takes of the moments and trends in entertainment, coupled with serious boots-on-the-ground reporting that goes beyond the day's headlines.  From pop culture foibles to looks behind the studio gates, covering Hollywood with BuzzFeed’s sensibility will be a challenge for which I couldn’t be more thrilled,” Mr. Rushfield said in a statement.

The L.A. bureau will also house BuzzFeed Video, the video team that Ze Frank was tapped to run last month.