Meet William Matlock

We caught up with the brilliant and insightful William Matlock a few weeks ago and have shared our conversation below.

Hi William, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?

I spent majority of my childhood with my great grandparents during the school week. My great grandfather had a large garden. I spent afternoons tilling and working the yard.I would have to say thats where i got it from.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m a multimedia creative—a photographer, videographer, and music producer who simply loves to create. Whether it’s capturing a moment, shaping a story through video, or building a beat from scratch, creativity is the force behind everything I do.

One of the most exciting parts of my journey has been my work in music production. I’ve had the opportunity to produce for major artists like Lil Wayne, Trina, Machine Gun Kelly, and Shuicide Holla, among others. The biggest achievement reaching multi-platinum status with production on Lil Wayne’s album the Carter 2. Seeing ideas turn into records at that level is something that never gets old.

On the visual side, my photography has been professionally published and has opened doors for me across the U.S. and even internationally in Belize. As a videographer, I’ve directed and captured a wide range of projects—from music videos for other artists to creating visual stories for my own daughter’s music, along with ongoing content creation for brands and individuals.

Overall, my brand is all about storytelling—through images, motion, and sound. I love connecting with people, collaborating creatively, and bringing visions to life in ways that feel genuine and impactful. I’m continuing to expand my services and look forward to taking on even more projects that stretch my creativity and reach.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that had the biggest impact on my journey were determination, being relatable and transparent, and having a genuine passion for what I do. Determination kept me moving forward even when the path wasn’t clear. Being transparent and relatable helped me build real connections with clients and artists—people work with who they trust. And passion is the fuel that keeps me creating, learning, and evolving across photography, videography, and music.

My advice for anyone early in their journey is simple: run your own race. Don’t get distracted by what others are doing; focus on what matters most to you. Make the main thing the main thing. I’m reading a book right now called The One Thing by Gary Keller, and it really confirmed why I’ve had success. Every time I focused on one lane, doors opened. When I locked in on music, I ended up in rooms with major artists. When I focused on photography and videography, my portfolio grew, my skills sharpened, and new opportunities followed.

So keep learning, keep experimenting, and don’t overwhelm yourself trying to do everything at once. Choose a goal, commit to it, and let your consistency create your momentum.

What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?

The biggest obstacle I’m currently facing is managing my creativity alongside my responsibilities. I’m the type of person who can wake up wanting to make a song, write a book, shoot photos, or film a video—it’s a blessing, but it can also pull my focus in a lot of different directions.

At the same time, I’m a husband of 19 years, a father to four kids, I serve in the Army Reserves, work a government job, coach AAU basketball, and serve on the production team at my church. With all of that on my plate, the real challenge has been staying creatively fulfilled while still being fully present for my family and commitments.

To overcome this, I’m intentionally pivoting my creativity toward providing content for businesses and entrepreneurs. This direction still allows me to tap into the full range of my skills—photography, videography, music, and storytelling—but in a way that’s more focused, structured, and aligned with my long-term goals. It also creates a pathway to financial freedom, which ultimately gives me more time with my family.

In short, I’m learning to channel my creativity with purpose—so I can keep doing what I love while building a life that supports the people I love.

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