Self-described “social news” organization BuzzFeed announced the launch of a Los Angeles bureau focused on covering the entertainment business.Richard Rushfield, an editor formerly of The Los Angeles Times and Gawker, has been hired as bureau chief. Kate Aurthur, previously West Coast Editor at Newsweek/DailyBeast, joins as chief Los Angeles correspondent. BuzzFeed’s move into Los Angeles is a continuation of the company’s bid to build on its growth across social networks as a source of viral content to a full-fledged journalistic operation. The company, led by founder Jonah Peretti, launched political coverage earlier this year. Joining Rushfield and Aurthur in Los Angeles will be Michael Hastings, who will become correspondent at large out of the bureau once the presidential election cycle ends, which he currently covers for Buzzfeed. The company already hired Ze Frank as executive VP of video to lead production of social video efforts out of the West Coast office.