We’re looking forward to introducing you to Greg Lee. Check out our conversation below.
Greg, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think is misunderstood about your business?
Many potential clients think there is a magic wand or formula that can instantly brand or market their product, service or content… not so… every client and project is unique and deserves customized attention and campaign services. Additionally, believe it or not, many have no idea whom their target audience/market is (the customers they are trying to engage and impact with their message). Always start by identifying the target customer/audience/communities you wish to engage. “Position” your messaging to the audience you wish to reach (I call this ‘fish where the fish are’). If you don’t know whom you wish to reach, that’s a problem to start with.
Can you briefly introduce yourself and share what makes you or your brand unique?
Formerly headed up Pop Promotion/Marketing at Warner Brothers Records (17 years) very involved with high profile artists and campaigns for Prince, Madonna, Quincy Jones, Red Hot Chili Peppers, Depeche Mode, k.d. Lang, R.E.M, and many others. In 2000 I created one of the first agencies using social media and technology platforms to market and engage potential customers for top brands and pop culture icons like former General Electric CEO Jack Welch, actor Val Kilmer, Harper Collins and Random House Publishing, feminist icon Erica Jong, iconic singer songwriter John Fogerty, Prince protege Sheila E., and many others. I am blessed with a resume and experience working directly with top artists and clients all my life and built a reputation and trust with clients that know I deliver. Currently developing future projects for former Warner Bros. artist/producer/singer songwriter Jude Cole who currently has a single in action with former Toto member Steve Pocaro (Steve wrote Human Nature for Michael Jackson as well as many of Toto’s huge hits).
Okay, so here’s a deep one: What breaks the bonds between people—and what restores them?
Faith, hope and honesty….. three words that guide any business or personal relationship. I always tell my clients at the beginning of a campaign that honesty is my favorite policy. Whether good news or bad, I believe in always letting the client know the truth on how things are performing/selling/etc…. An interesting sidebar story about being honest and truthful, even when the truth might not be the answer the client wants to hear.
During my years at Warner Bros. Records, I had many marketing meetings with our senior staff at the label with various artists, but one particular day, Prince asked to have a meeting to discuss his new artist signing (to his Paisley Park imprint with us) Carmen Electra. The purpose of the meeting was for him to explain his vision for her music and how we could best market her songs and he emphasized over and over that he felt Carmen was the ‘next Paula Abdul’. You could hear a pin drop in the room- silence….with everyone in the room wondering who would comment. Our CEO Mo Ostin looked across the room and said, “Greg- your thoughts?”…. I knew I needed to choose my words carefully, but my experience working with other high profile artists had always taught me to tell the truth and be honest regardless. So, I explained that much like his (Prince) music, it should never be compared to other artist, but should be judged solely on the merits of the album or song and that the same should be done for Carmen (not to compare her to Paula or others).
There was a slight silence in the room after my reply, and then Prince looked at me and said ‘I respect that and appreciate your honesty, and you are right… thank you.’. That moment was the thing that bonded me to him and from that day on, I became a trusted insider at the label for him and his staff… and to this day, the former head of Paisley Park Enterprises and his former manager Gilbert Davison is a client of mine.
Honesty bonds people… truth is always best.
Do you remember a time someone truly listened to you?
When I first started out at Warner Brothers Records, I began as a local promotion manager for the regions Oregon, Idaho and Montana, and my first year won Rookie of the Year and second year Promotion Man of the Year, awarded to the staffer that broke the most records in their respective market. I’ve always believed in mentors, and mine was Russ Thyret, the SVP of the Promotion/Marketing department. (btw.. when Prince was shopping record labels, everyone wanted to sign him, but decided on WB because of Russ… ) Russ taught me that to lead and direct a team, you need to inspire them to be motivated to want to deliver for you as the person directing the troops. In our world, passion and enthusiasm are an important ingredient to the recipe for creating buzz and excitement. Real passion and honest enthusiasm $ell!
Russ listened to me, and put his words into action, which in turn motivated me to do my best to always deliver….. after leaving WB, I met former CEO of General Electric Jack Welch while I taught him the value of social media, he taught me to always ‘over deliver’…which I do to this very day. Success can be easier to deliver when the client listens to you, but equally important to listen to them too, and be on the same page.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a cultural value you protect at all costs?
I am Chinese and have grown up learning the customs, food and culture of what it’s like to be an Asian American. Knowing the hardships of my ancestors and family is the foundation and core of my respect for those less fortunate that we are today. The concept of honoring your elders with respect has never been lost on me, and it’s an important thing to always be respectful and professional to others.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What do you understand deeply that most people don’t?
That things take time to develop… like a seed that needs watering and attention to grow and nurture, so do campaigns. Nothing happens overnight without patience, hard work, and faith. The universe has an amazing way of bringing good karma and good news when you least expect it..and always helping others, and paying it forward are key.
It also takes a mountain to move a village… and like building a home, you start with the foundation, build the walls, and so on, brick by brick, nail by nail. Never rush, and never lift the curtain on your campaign till everything is ready, scripted, and your team shares the same narrative. On Broadway the curtain doesn’t rise until the actors are rehearsed, dressed and know their lines…be ready before opening the curtain.
Contact Info:
- Website: http://imaginenationLA.com
- Instagram: https://www.instagram.com/officialgreglee/
- Linkedin: https://www.linkedin.com/in/imaginenation/
- Facebook: https://www.facebook.com/GregLeeImagineNation
- Youtube: https://www.youtube.com/@OfficialGregLee
