Put the Needle on It

Rich kid with a vanity project or underrated underdog? It’s hard to find a neutral opinion on Luigi Masi. For those who haven’t heard of him, he first emerged  out of the ether of the internet as a teenager several years ago with a similar type of electro/dance-pop that the likes of Frankmusik were tinkering away at in their bedrooms before making it big. But while his contemporaries have lifted off, it never really happened with Luigi.

This is probably for several reasons – a fair bit of what he’s done is the wrong side of mediocre, such as his last single ‘Pick Up Line’ and the ghastly video for his best song ‘Strobelight’ . At the same time, there have been glimpses of brilliance on Save His Shoes, his bizarrely titled debut album.  To be honest, many would give Luigi the time of day if it wasn’t for the story as to where he gets the funds for his music career from- namely a generous Dad. But when Heidi Montag’s album (buying buckets of autotune and Cathy Dennis with reality show dollars) has gained a cult following, why not Luigi too?

His greatest problem is that he’s not a girl, able to build a Nadia Oh style fanbase of trashy pop enthusiasts, and a lot of the time he seems to be doing what he does with dead-serious conviction. But now that he’s back after taking a break from music (to study Geography, of all things) with a more convincing new track for Valentine’s Day, I’m hoping he shakes off his former shackles of blandness and embraces his real potential as King Masi of Trashpop!

Being a DIY popstar; going it alone without a major record label is increasingly popular these days. You’ve been doing it for years. Are you now too used to it to want to do it any other way?

Well this is all I’ve ever known really. I’m lucky to have the support of the great teams at Universal, Absolute, and Bunx. I started at a time when things in the industry were rapidly changing so they were all learning at the same time. So yes I am ‘DIY’ in the sense that I make all the music myself, take control over the imagery, etc. But it’s all a bit of a lie if I was to deny the amazing people who work behind the scenes. The actual professionals. I still think I’m such a newbie.

 Your lack of big label budget has meant that things haven’t been as impressive as you’d have liked. How do you get around having limitations?

It’s not even a lack of ‘big label’ budget, it’s a total lack of any real budget. I’ve been so fortunate over the years to have worked with a team of amazingly creative and inspiring writers, producers, directors, designers, etc. that are just in it for the art and sake of creating something for the fans to enjoy. It’s not about the money. And it should never be about the money or fame. We all do it for the love of music. Just having that one fan saying my song made them smile, makes me tear up. I do it all for them.

With the visual stuff, I hate doing photoshoots. Absolutely hate it. I’m not a model. I’m an artist. So those are always awkward. But I do generally get into the mood by the end but then there’s only an hour left!  Major shout out to Pete my art director who has handled all the cover art and designs since I’ve started. So great to have someone who’s tuned into the same frequency as you and gets what you want to achieve. I’m always excited getting emails back from him!

And props to Emil Nava, who directed my video for ‘Strobelight’. It was one of his first projects so to have that belief, not just from him, but everyone who worked on that shoot, was so touching. It was a long, basically 24 hour shoot and everyone just did it for the love of it. Had everyone not worked for free and an actual budget be put in place, well, it would have been more killer no? But I love it as it is and it’s a real testament to where I was as an artist at that time.

Do you work as part of a team, or is everything you do musically entirely independent?

Everything on the musical side I manage myself pretty much. I’m naturally a really controlling person, quite the perfectionist, so I need everything exactly how I want it. It’s great for me that my label and management believe in me enough to give me that control. The lack of any real restraints let me be as creative as I can possibly be. Saying that though, it is my team who of course get in touch with the producers and writers I want to work with. I don’t just pick up the phone and give them a dial!  But if I fancy working with some friends, then we just hit the studio here in London or Stockholm and just jam out. That’s how most of my material is made. It was the label who really said, “Hey, you’ve got to work with some names, who do you want?” and that’s how I ended up working with people like Jim Beanz, Lucas Second, Quiz & Larossi, Wayne Hector, Ina Wrolsen, Cutfather etc. I personally do not believe in bragging about “names’ so I never scream out about who I’m working with. If I ever worked with RedOne in his heyday I would have probably refused to do his shoutout ha. But yeah, it’s about the music at the end of the day. Names and labels won’t do anything.

 You toured as a support act with both Girls Aloud and the Sugababes. Who was more fun?

This was so very long ago now. Truth be told they were both completely different. The Sugababes were lovely. I was ‘warned’ by a journalist about being wary of Keisha before, don’t know what he was on about. She’s the loveliest girl ever. I remember the first day I was walking down a corridor to my dressing room and she came out, gave her hand and introduced herself. Amelle was amazing as well. So bubbly and down to earth. I always joined her outside for her smoke breaks (even though I don’t smoke, but you know, keep her company!). Heidi, erm, less said the better. I met Jade later on as well and she’s really lovely as well.

Girls Aloud were nice too but it was an arena tour so a lot more ‘proper’ than the local theatres. It wasn’t so much hanging out with them, but fleeting encounters, like Nadine sitting and watching soundchecks, Kimberley being sick so I gave up my dressing room for her, Cheryl running by me in just her gown. Nicola and Sarah were lovely too.

But to answer (I’m so convoluting!), I preferred the ‘Babes yes and Amelle was my favourite gal out of them all.

You took a break from music in 2010 because you went to university. What did you go on to study?

Yes, I’m currently reading Geography. I’ve always found it very fascinating. I wanted to be a geographer, well an explorer when I was growing up. I’m living my dream! Nearly done with it though, hence my return to music!

 And now you’re back. What’s changed?

 I think taking a break just brought out a new attitude. When I first ‘started’ (not that I have ever properly ‘started’, but that’s beside the point) I was very much a complete newbie. I never intended to go into the entertainment industry. I had just put up a few rough tracks online, then the next day, was getting calls to be signed, work with producers, go on support slots, etc. It was so crazy. ‘Valentine’ is the first real new track of mine. I just recorded it two weeks ago! Fans don’t know this, but ‘Pick Up Line’ was recorded October 2009 and ‘Boom Boom’ in August 2010. They were both intended for my second album. But then as I went to uni, they just got cast aside, which is why I thought it would be a great idea to put them out late last year in the His Name Is Luigi compilation. I could put that whole era to rest and concentrate properly on what I feel is my real first effort. Now that I know what I’m doing, what I want to achieve, what my fans want to hear.

 Is the new track an accurate reflection of where you’re headed next?

This specific track ‘Valentine’, well kinda. All my new material has this new pure power pop feel to it. And a new attitude. A new willingness. I think that comes across straight away and you can just sense something is new. Like, “Is that really Luigi? I don’t believe it!”  But don’t worry, it’s not like I’ve forgotten how to bang out a few solid dance/pop tunes. There’ll be a few of them as I’ve got to keep up my reputation in the clubs! King Masi makes them punters go cray cray!

So I hope fans don’t get too surprised when they hear the new stuff. Yes I’ve grown as an artist and as a person over the past few years and they’ve never actually really heard the ‘real’ me in years. If they loved the standard I was delivering at before, then I think they’ll be blown away at the new material and sonic feel.

Why do you think it’s so hard for new male artist to fork out successful careers today? It’s all about GIRLS these days.

I know labels are not so willing to take on ‘risky’ projects as indeed male solo artists as seen as. In the recent years particularly, it just makes sense to focus on what they know will sell. Because after all they are a business. But the few (If any? I can’t actually think of anyone) that haven’t even broken through to even a minute level, is because they’re just so poor. Where are the melodies? Where are the lyrics? The attention to detail? It’s just so, blah, and I think they take it as a joke and seemingly just expect to break through purely because there is indeed a gap in the market. They’ve got to work harder. Be better. And none of that, male Lady Gaga schick. My god that is just so depressing. First off you’re about 4 years late. And second, why copy someone else? Just work at finding your own identity. I have. So I’m in no rush.

 What do you have planned next?

I have plenty more recording and writing to do. My label have booked some quite exciting sessions over in LA and Philly over the next few months. Some great writers and producers lined up there. Hopefully I’ll have something set for next year. I think we’ll be releasing another new track around Easter time so that’s something to look forward to. I wrote and recorded it at the same time as ‘Valentine’, so it’s really quite fresh too. But yeah, get new material recorded, present it to my bosses, see what happens and then maybe discuss and plan for that mainstream launch finally. It’s all awesome being a relatively underground artist, but I want as many people to hear my work as possible. That’s the dream of any artist, to have stadiums singing the very words you wrote curled up in your bed years ago.

‘Valentine’ is available to download from iTunes. For more information check out Luigi’s website