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Conversations with Will Crockford

Today we’d like to introduce you to Will Crockford.

Hi Will, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I originally started out in music taking piano lessons as a kid. It was right when Garageband came out and so my piano teacher would teach me piano for 45 minutes and then teach me about songwriting for 15 minutes at the end. She would open Garageband and break down the structure and pattern of songs and the various elements. I always found it fun but never as something I’d look to pursue as a career.

It wasn’t until I started going to music festivals in high school where my passion for music and performance really grew. I started producing music and DJing with a friend after school and we eventually started playing local venues and traveling to DJ for special events.

Once I hit college I focused almost all of my time and energy into learning how to write and produce my own records. I would spend nearly 4-6 hours a day in my dorm producing and writing and developing my sound. I also began DJing for large amounts of people at parties and would open for touring acts when they were in town.

After I graduated, I moved to LA to pursue music and meet like-minded creatives to network, learn, and help grow my career. So far, it’s been an incredible experience!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It has not! At first, it was hard getting people to listen to my work but when I started releasing music on Soundcloud, it organically grew and I started to gain traction. Once I found my songs doing solid numbers, I started to write and produce with the intention of getting more plays & followers (which can be a good thing in moderation). It did continue to bring me success however, I found myself making the same stuff all the time and it started to burn me out. Because of this, I created my alias Prince Of Wales as a new artist project to make the music I’m truly passionate about.

I’ve always struggled with the dilemma of creating work that fans like compared to creating work that I like. Sometimes they can be far different! On one hand, you want to please the people that give your work life, but on the other hand, you want to fulfill yourself by making music that YOU love.

I think all creatives struggle with this to some extent, and I think for me it’s about finding the right balance between the two – that’s something I always strive for when making music.

Appreciate you sharing that. What else should we know about what you do?
I am a producer, artist, singer, and songwriter. I initially was known for being a DJ & making remixes and dance records however, pivoted into making more indie-pop, alt-rock, & singer-songwriter records. I’ve had music featured in GoPro commercials, Redbull advertisements, and played alongside some of the world’s biggest DJ’s and dance acts. I also have two separate artist projects – one is called Will Crockford and the other, Prince Of Wales. Both for my different creative sides.

I think what sets me apart from others is that I can produce & write almost every genre of music. I play all of the instruments on my songs, do most of the writing (unless I have the help of a friend), do all of the production, mixing & mastering, and sing on my songs as well. In a time where so many people are trying to break through as artists and musicians, the best differentiator is yourself. If you can be multi-faceted in your creative pursuits, it brings about so much more freedom. I enjoy having the creative control to do all of the jobs required to create a body of work.

Let’s talk about our city – what do you love? What do you not love?
I like how much there is to do outside. I love spending time at the beach and going on hikes with my girlfriend. I also love that you can play golf all year round. Not to mention, the food is unbeatable. LA is such a visually stimulating city, I always pull inspiration just from looking out the window.

My least favorite part are some of the people. There are so many incredible people in this city and if you put yourself out there, you will find them. However, because there are so many people trying to make it in their respective industries, it can be a bit shallow. A lot of the relationships can be transactional and people can be a bit superficial. With that said, in every city there are bad apples and for the most part, I’ve found myself very fortunate to have met great friends, incredible collaborators, and so many talented people.

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Image Credits

All photos taken by Nick Mastro

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