In 1990, Lee's most enduring pseudonym made its debut, when he released Joey Negro's first single via New York indie house music label Nu Groove, with his new name a homage to Pal Joey and J. Walter Negro. After the single's success, Lee went totally solo allowing him the total freedom to explore his own musical direction. When the single "Do It, Believe It" was released in the UK, it was also the debut release on his own self-financed label Z Records, which remains his primary outlet. Around the same time, Lee met keyboard player Andrew 'Doc' Livingstone when he sent in a demo to Republic Records. Shortly after, the pair decamped to Unit 3 Studios in Chalk Farm.