Joseph McGinty Nichol - was born in Kalamazoo, Michigan, and grew up in Newport Beach, California. As his uncle and grandfather were also named Joe, his mother nicknamed him "McG" to avoid confusion. His father owned a company that tested drugs for pharmaceutical firms. He has a brother. McG attended Corona del Mar High School, where he met Mark McGrath. Initially he wanted to become the lead singer of a band he formed with McGrath. However, he failed as a front man and persuaded McGrath to take over. Instead he worked behind the scenes as producer and marketer for the band until he was 22. He then obtained a Bachelor of Arts in psychology from UC Irvine.The band had several hit singles as "Sugar Ray," signed with a label, and went on tour. McG worked as a still photographer, shooting local bands and musicians. This led him to form a record label known as G Recordings in 1993. In 1995, McG produced Sugar Ray's first album and co-wrote several songs on their second, including their smash hit "Fly." His music career included directing over fifty music videos such as Smash Mouth's 'All Star', The Offspring's 'Pretty Fly', and directing documentaries on Korn and Sugar Ray. In 1997, he was awarded the Billboard's Pop Video of the Year Award for Smash Mouth's 'Walking on the Sun' and the Music Video Production Association's Pop Video of the Year Award for Sugar Ray's 'Fly.'Eventually, this landed him in the television commercial business, directing advertisements for Major League Baseball and Coca-Cola. A notable one was a commercial for Gap, which was honored at the 1999 London International Film Festival.

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