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Meet Lawrence Greenidge of LDG in North Hollywood

Today we’d like to introduce you to Lawrence Greenidge.

Lawrence, can you briefly walk us through your story – how you started and how you got to where you are today.
I started making beats in 6th grade. My dad always had music equipment laying around our basement, as he was a producer and music junkie like myself. He introduced me to music through the sounds of Prince, Dr. Dre, and Stevie Wonder to name a few. One day he downloaded a free beat making software – let’s just say it was as basic as it can get. Nonetheless, I fell in love with making beats. I would get home from school, make a few beats on our computer, and get to my homework last.

After I saw a video of Pharrell Williams and Chad Hugo in the studio producing, I decided that that is exactly what I wanted to do when I grew up. I continued learning new skills online throughout high school and through trial and error. I usually didn’t even play my music for anyone because I was nervous to share all of my ideas. I finally decided to start showing my close friends, which led to my family and then eventually the internet.

After posting instrumentals to SoundCloud, I started shopping beats around to upcoming artists in the Boston area. This is where I started learning how to produce songs and not just make beats continuously. I went to shows, events, popular stores to meet anyone I could, and I eventually found myself heavily involved in the Boston music scene. When considering the move to LA, I had the opportunity to meet and chat with Sonny Digital (big time producer), and he reminded me that I should never turn my back on the community I started with. Those words stick with me to this day, and I am forever grateful for the city of Boston for rocking out with me.

After moving to LA, I continued to grind with artists and songwriters I would naturally meet from other friends. My roommate, Tee-WaTT, and I even landed our first platinum record together, which was “REEL IT IN” by Aminé. My experience in music production continued to grow along with my love and respect for the art itself. Today, I spend my days zoning out to new music, studying business and music industry information, and most importantly, creating. As I continue on this journey, I hope to touch even more people with my music by diving deeper into my R&B side, which is a genre that’s always stuck with me. I also want to find more dope female producers, as there are not nearly enough talented women being shown in my position.

Has it been a smooth road?
I think many musicians that decide to put out their own material have similar challenges: How do I get my music heard? How do I get people to care? Is what I’m making even good enough? In my experience, these questions tied back to one major obstacle: self-belief. How do I feel about my own music? This is usually the question that comes to my mind today as I create. Over time, I realized that my music is not for everyone, and that is perfectly fine. Not everyone has to like it, but if I feel it is special enough to me then it is worth sharing with others.

On the other half of the equation is getting heard. We live in a time where anything can be accessed, and if something is dope, someone will eventually find out about it. Here is where patience and consistency come into play. The truth is you never know who is watching and listening to you. It doesn’t matter if you have 500 followers or 50k: the work will always speak for itself. This has always been my motto with production. Since I started out, I was determined that I would do my best on every record. This mentality I had led to local artists reaching out to me wanting to work with me. Also, Instagram DMs are criminally underrated. You can reach out to nearly anyone instantly and directly. This has also opened up many opportunities for me.

Can you give our readers some background on your music?
I am a music producer, mostly specializing in Rap and R&B. I love not only making beats but working on a record until it’s ready to be released. I also have a network of other producers I enjoy working with. I’m not the best piano player, but if I can work with someone who is, we can make magic. A lot of my time is spent going through melodies that other producers send me as ideas, and if I can hear it as a record, I’ll finish the beat for us both. This is also why I’m constantly looking for new, young producers to work with.

If I had to describe my go-to sound, it would probably be bouncy with a hint of psychedelic. My musical taste revolves heavily around risk-taking, where even if something doesn’t necessarily make musical sense to me, I still respect it for being bold. I’m most proud of the network that my team and I have been able to build, as well as the quality of music that I’ve been apart of so far. What separates me from other producers is simply the music that’s in the head. I don’t think my sound is any better or worse than the next producer’s. We all have music in our head that we’ve held onto our entire lives, I’m just choosing to express what I hear. That’s what makes my sound my own.

How do you think the industry will change over the next decade?
I think a big shift that’s taking place right now is the reemergence of real and honest music. That goes from Hip Hop to Trap to R&B to Soul. We’ve seen that the “quick money” strategy we get from some labels and artists are exactly that: quick. They’re here today and gone the next. I also believe we are living in very trying times, especially as a black man. Most of the gimmicky rap just won’t cut through anymore. This is something I’m genuinely excited about.

In the music production world, I believe the musicians and loop makers will be the ones making a killing, along with tech innovators for sample and sound libraries. These tools make it easier for producers to get great quality sounds to work with instantly.

Contact Info:

Image Credit:
Personal Photo Shot by Gigi Freyeisen (@theswagabonds)

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