As head producer at Kwena Recordings in Cape Town, Ruben Gerritz has been using Instax to promote the studio. We chatted to him about using the Instax Biz app, his first Instax and capturing real moments that matter.
Hi Ruben, great to be able to chat to you! Would you mind quickly introducing yourself?
Hey, thank you for having me! My name is Ruben Gerritz, I am the head producer for Kwena Recordings and a singer-songwriter.
For me, it’s not just about making music – it’s about capturing real moments that matter. I guess this is where Instax comes in since it’s quick, authentic, and always brings a bit of personality to the studio vibe. And show me an artist who doesn’t like to capture a recording moment…
When did you get your first Instax?
I got my first Instax about three years ago and it was the Instax Mini 40. I love the vintage aesthetic and the look and feel of the model.
You make use of the Instax Biz app, a quick and easy way for businesses to print out Instax images with their logo/QR code for promotional use. Can you tell us how you implement it for Kwena Recordings?
Yes, I absolutely love the Instax Biz App. I use it by printing the logo of the studio on it alongside a QR code to our website. It has been an amazing experience for us and the clients have really been loving the design and extra features that the Instax film brings to the table.
I have made a couple of different versions to print and used it at events and recording sessions. Combining that with the Instax Mini LiPlay hybrid I have, it’s an incredibly powerful and exciting way to connect with people and clients.
What has the feedback been like from people receiving your Instax prints?
The feedback has been incredible! I have an Instax wall as you enter the main recording studio. The response from the clients has been amazing and they spend time looking at which artists are currently recording at the studio.
Everyone wants to be on the wall and take a few prints home. The fact that we can send digital “prints” to them directly through the app is another very powerful and effective tool.
If you were able to design your own Instax film what would it look like?
I would love to incorporate the colours of Kwena Recordings into the Instax film, so black with gold lining.
If you could take an Instax selfie with anyone, who would that be?
I would have to say it’s between John Mayer and a band called The 1975. With John I would be capturing a moment with a master of tone and storytelling.
What’s your favourite song, at the moment?
I find myself torn between two tracks. First, Are you looking Up by Mk.gee; it’s the kind of song that makes you want to dim the lights, solo the vocal stem, and just sit with the feeling. The second is She’s American by The 1975; it’s a track that’s both playful and technically brilliant.
What’s your favourite movie, at the moment?
I’ll be honest, I haven’t had time to sit through a full film lately. Studio life doesn’t exactly come with popcorn breaks. But when I do tune in, I lean into sci-fi, so it would have to be the series Alien: Earth.
What would you rather be doing, at the moment?
Honestly? Exactly what I’m doing right now. This year’s been a whirlwind, but in the best way. The studio’s humming with energy, new projects are rolling in, and I’m seeing doors open that I didn’t even know existed a year ago. –
If I had to choose anything else to be doing? Maybe catching a golden-hour rooftop jam. But even then, I’d probably be thinking about the next mix.
Find more of Ruben and Kwena Recordings here:
https://www.instagram.com/rubengerritzmusic/
https://www.instagram.com/kwena_recordings/
