LONDON – Kanye West is to music what Michael Jordan was to basketball — at least that's what West thinks, in his humble estimation.

LOS ANGELES (Reuters) – Former gang member Herbert Brown had few positive choices as a young black man growing up in the tough streets of South Central Los Angeles.

"You could be a football player, a basketball player, a Crip or a Blood, though maybe that's changed," he said, holding up a T-shirt emblazoned with an image of President-elect Barack Obama at his store.

Brown, 43, is among many in the area -- renamed "South Los Angeles" by the city in 2003 to try to shake off its notoriety for street crime and urban decay -- who believe that Obama's historic victory as the first black U.S. president could bring about positive change.

Within sight of the glittering high-rises of downtown Los Angeles, the area of mostly black and Hispanic residents has high levels of poverty, unemployment, homelessness and gang crime -- from car theft and drug dealing to drive-by shootings.

The area was seared into the national consciousness in 1992 when it erupted into six days of rioting and looting after four city police officers were acquitted on charges of beating black motorist Rodney King.

"When Obama made it ... it made me feel good on the inside," said Brown, who left the Mafia Crips for Life street gang to open his store selling sodas, clothing, and now, Obama memorabilia.