In a recent podcast episode, we had the pleasure of hearing from Gino Lee, an artist that brought back a lot of insight and knowledge from his time in America. Gino shared his experiences as a Sony/ATV songwriter and artist, and the benefits of working with Sony. Throughout the episode, he provided valuable insights on breaking into the industry, the importance of well-crafted songs, the power of social media, and the significance of creativity over budget. Let's look at Gino Lee's episode and cherrypick some of the lessons we learned from it.
The Power of Sync Licensing Deals
Gino emphasised the importance of sync licensing deals, which involve placing music in TV shows, movies, commercials, and other media. These opportunities not only provide exposure but also generate revenue for artists. Gino's experience with Sony Music Publishing allowed him to tap into this lucrative avenue, showcasing the immense potential for artists to expand their reach and monetise their music.
‘Lizzo was struggling for years, she had quite a big following, but what really broke her was a placement in a Netflix TV show, and that was sync licensing. So people really underestimate the power of these opportunities that are out there.’
South Africa's Unique Energy
Comparing music scenes in South Africa and overseas, Gino highlighted the unique energy and vibrancy of performances in South Africa. He underlined the importance of harnessing this energy and incorporating it into one's music and stage presence. Gino's own journey as an artist has been heavily influenced by his South African roots, and he encourages other artists to embrace their cultural heritage and infuse it into their music.
’Performing in America was amazing because I was able to perform on iconic stages and venues, but they’re just spaces. To me it’s more about the vibe and the energy of the community in that space. When you perform a gig in SA there’s an energy that’s unlike any other. South Africans come with their own brand of liveliness and love for music that I think you don’t get anywhere else.’
Breaking into the Industry
Gino shared his experience of breaking into the industry by initially writing songs for other artists. This allowed him to gain valuable experience and build connections within the music industry. He stressed the significance of well-crafted songs, using Tyla's "Water" as an example of a song that resonated with audiences and propelled her career forward.
’Another way into the industry is through writing for other people. You look at artists like Bebe Rexha and Meghan Trainor; those artists wrote for other artists for years, and it’s such a nice way to come into the industry because you build yourself up in the background working with industry people. With Tyla specifically, it was also the song. Water is a pop masterpiece. So it’s a couple of things, but I think it’s a combination of consistency, having a good team, and being ready when it’s the right time.’
Creativity Over Budget
Gino highlighted the importance of creativity over budget when it comes to creating impactful visuals. He shared his own experiences of collaborating with producers and appearing in music videos for artists like Owl City, Mary J Blige, and more. Gino's message is clear: it's not about how much money you have, but rather how creatively you can bring your vision to life.
’People underestimate what it takes to put on a really big budget music video; at the same time, I’ve seen music videos that have been made for much less perform really well. I think a lot of artists use that as an excuse to say, Oh no, I don’t have this much money or I need this person in my team to make a cool music video. I don’t think that should be the attitude towards that. If you’re smart about it and if you’re creative enough, you can make really cool stuff with little to no budget.’
River Road Records
As the owner of River Road Records, Gino mentors upcoming artists and provides guidance on leveraging social media for success. He stressed the importance of social media training, performance skills, and understanding the business side of music for independent artists. Gino's approach involves maximising each artist's song potential and helping them navigate the complexities of the music industry, with the main focus of his studio being to assist artists with creating a stellar body of work.
‘I was a performer for many years, so I think my trajectory and my journey have changed a lot over the years, and it’s kind of settled into this space now where I find most fulfilment in giving back to others. There is a lot to teach; a lot of artists come in with really good voices, but they don’t have that background of social media training, how to perform on stage, how to engage with an audience, or how to manage your music, because being an artist in this day and age, you have to do it all, especially if you’re an independent artist.’
Conclusion
Gino Lee's journey in the South African music industry is a testament to the power of perseverance, creativity, and a strong work ethic. From interning at Skylight Studios to collaborating with renowned artists, Gino has carved a path for himself by focusing on creating exceptional music and embracing his South African roots. His insights on sync licensing deals, the importance of well-crafted songs, and the value of social media provide valuable lessons for aspiring musicians. To learn more about Gino Lee, listen to the full podcast episode, andcheck out his Instagram here
