We were lucky to catch up with Joey Greenstein recently and have shared our conversation below.

Hi Joey, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The name Lots of Practice comes from knowing that things take, well, lots of practice. It acts as a mantra of sorts for the label and for continuous learning. Starting Lots of Practice was really like taking the leap and building wings along the way. The name also partly comes from a line in Ferris Bueller’s Day Off that my mom and I would recite, believe it or not. In the movie, Ferris’ mom asks him “how’d you get to be so cute?” and we thought he responded “lots of practice”. I found out way later on, after me naming the label, that he actually says “years of practice”, but… just chalked that up to things taking practice and we can’t know everything.

The name serves as a reminder when things get tough or when they don’t go the way we planned.

Joey, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I got into the music industry because of my love for music and what its surrounded me with. It’s surrounded me with opportunities, lifelong friendships, challenges, and ups and downs, that I’ll always be grateful for. I started diving into djing and throwing parties around 2017, at a time where I felt I was in a creative rut at my then full time job at Snapchat. Before that dive, I was behind the wheel of the Oscar Mayer Wienermobile and after my time at Snap, I was on the road with The Hoopbus, touring the country on our way to the March on Washington from LA and back.

I think I’ve always been someone who’s wanted to do just a little bit more or if I see something or have an idea that I like, I’m going to go for it. That most recent thing has been my record label, Lots of Practice, started in 2021. I started Lots of Practice as a “label without labels” with an intention to explore what that means and make a concerted effort in highlighting what I hope can be the new norm, like showcasing how diverse our scene actually is despite what we sometimes see from the folks at the top, giving artists a fairer deal in releasing music with us and doing my best at being an advocate for the change we need to see in the industry, hoping that others that have a privilege follow suit.

I’ve always wanted to provide an opportunity for artists to put themselves out there, to lend a boost that might not feel achievable at times, to encourage artists to practice getting out of their comfort zone and feel creative freedom and ownership at the same time. We’re always listening, not just to the music but to the artists when they’re laying out their vision and I’m continuing to take different approaches, because we’re learning all of the time. If I had to say the thing that I’m most proud of, it’d have to be the fact that I’ve learned a ton and will continue to do so. I’m proud of the fact that we’ve uplifted so many artists, some with their first projects and some with a stop along their journey. I hope we’ve given people a glimpse into what’s possible when they put their best foot forward in continuing to pursue music and their creativity beyond what they’d imagined. I think being there and creating a community is just as important for us as the music can be and that’s what we’re all about.

We’d love to hear about how you keep in touch with clients.

Keeping in touch with our music family means showing love and support in their endeavors, gigs and all kinds of pursuits. I really believe that’s what makes our scene move forward. It’s all of us being there for one another, lending a hand, making a connection or showing up front row to dance. I hope that I can lead by example and that it’s apparent in the label’s brand and ethos; that we show up for our family. I don’t just see the artists and creatives we work with as “clients”, but as people pursuing their dreams, being vulnerable and putting themselves out there. Showing up can look like a lot of things, but sometimes it’s just that…showing up.

Can you tell us about a time you’ve had to pivot?

Leaving my job at Snapchat after almost 5 years left me in a place of unknown. I didn’t really know what to do with myself and for someone who’s always wanting to be doing something, that was tough. But instead of scrambling for the next thing right away, I just let myself be in that feeling of unknown and embrace it. I wanted to take my time and not rush things. I took time to just relax and let go…something I didn’t feel I did often enough. This was especially hard in 2020 in the midst of a pandemic. Continuing to find purpose again and in going to protests is what led me to stumble upon the Hoopbus at a Juneteenth event and join a team that would eventually lead to me producing a tour across the country and back that summer. It was a job where you had to be present, focused and on your toes at all times. There was no desk, no office, none of that. There was no ifs ands or buts, you just had to get out there in the streets, be authentic and look out for your team’s back. There was a lesson around every corner and the entire experience was a constant, much needed dose of reality and opportunity to show up for others, listen and learn.

Coming back from that experience felt like an opportunity for a fresh start on my journey and it gave me a new drive to want to create and get active in the community I love, to continue to show up as authentically as I can and practice resiliency, even when things get tough.

Contact Info:

• Website: https://linktr.ee/lotsofpractice
• Instagram: https://www.instagram.com/lotsofpractice/
• Facebook: https://www.facebook.com/lotsofpractice
• Linkedin: https://www.linkedin.com/in/joeygreenstein/
• Twitter: twitter.com/lotsofpractice
• Other: Personal Instagram: https://www.instagram.com/joey________g/ Lots of Practice Bandcamp: https://lotsofpractice.bandcamp.com/

Image Credits
Harp Digital Media, Ryan Valenzuela