Up Close with Pop Artist Greg Lato

Wednesday, October 13, 2010

ARTS by Tracey Minkin, GoLocalProv Features Editor

Greg Lato is all about the pop, and he's got a brand new video to prove it.

The 35-year-old RI native has his eye on the prize claimed by some of the most listenable, memorable singer-songwriters in radio history. With a new single out, a CD set for release in November, and catchy video, Lato is all about the Top 40. And joining the best songs that have ruled it.

Which means he's not much into performing on the local scene, a reason he's lesser known than some local groups who perform around town. "I'm not a bar band," he says. "A lot of the venues are bars or clubs, and that's great for rock, but not so much for pop."

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Lato grew up in North Providence on the pop sounds of the 70s and 80s, with heroes like Hall and Oates, the Cars, and Todd Rundgren. "I've loved pop my whole life," he says. But Lato's sound isn't your mom's Oldies station stuff. "My pop has an indie quality," he says. "It's not cheesy."

Serious pop

The single, "Just Another Goodbye," the first from the upcoming EP, "Do The Best With What I Got," has some serious producing support. Lato recorded "Goodbye" in Boston, and the rest of the EP was done in Los Angeles with Jim McGorman, musical director for Avril Lavigne and Weezer. "I'm really proud of this project," he says. "It has some of the best songs I've written to date. It's more of a fun, upbeat record but with substance, reminiscent of everything I love about '80s pop."

For the songwriter who really performs more as a way to get his songs heard, the goal is more about gaining a listening audience through radio and the Internet. And creating videos that promote his sound, and style. His video, (see it on YouTube, here), channels some of the best MTV-style set-ups of day, and is lots of fun.

"I play a lot of characters in it," he says, laughing. "Yeah, I'm the Lady Gaga of pop."

Listen to Lato's music on his MySpace, here, or follow him on Facebook, here.
 

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