Today we’d like to introduce you to Joshua “King” Mitchell.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Born and raised in Los Angeles, Joshua Mitchell grew up surrounded by the energy, struggle, and creativity that define the city’s sound. Long before founding his company SKUD (Sound Keeps Us Driven), Mitchell was already deeply embedded in the culture — helping artists find direction, creating opportunities behind the scenes, and bridging connections between the streets and the industry.
His journey started organically. What began as helping friends coordinate shows, studio sessions, and video shoots evolved into a reputation as a trusted creative connector — someone who could bring structure and professionalism to raw talent. Over time, Mitchell’s work grew beyond artist management into full-scale A&R development, touring, and creative direction.
Through his career, he’s collaborated with a wide range of respected names — HoodTrophy Bino, NoCap, FCG Heem, Bravo The Bagchaser, Boosie Badazz, Luh Kel, Big Sad 1900, Heembeezy, Kalan FrFr, and Mozzy — helping them execute everything from rollouts and visuals to live performances and branding. His ability to move seamlessly between creative and business roles has made him a go-to figure for emerging talent looking to make an impact.
Mitchell’s reach extends beyond music, too. He’s worked with athletes like James Harden and built relationships with major labels including Atlantic, Sony, and Universal, creating pathways that merge independent hustle with corporate-level strategy. Each collaboration reinforces his mission — to keep the culture in control of its own narrative.
Today, under the SKUD banner, Mitchell has built more than just a label. SKUD is a culture house — blending music, fashion, modeling, and touring into one forward-thinking ecosystem. Its motto, Sound Keeps Us Driven, represents more than words; it’s a lifestyle built on perseverance, purpose, and creativity.
As SKUD continues to expand, Joshua Mitchell stands as a voice for modern artistry — proving that you can build something authentic, rooted in culture, and still make it global.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not a smooth road — but that’s what built the foundation. Coming up in L.A., nothing’s handed to you. The music industry can be political, and when you’re moving independently, you’ve got to prove yourself twice — once for the talent, and again for the vision. Early on, I had to learn how to balance both the creative and business sides without the resources that big companies have.
There were times when opportunities fell through, artists switched teams, or we had to create entire campaigns from the ground up with no budget — just hustle and belief. But that pressure shaped SKUD. It forced me to learn how to do everything — from producing shows and visuals to building partnerships and managing tours.
I think the biggest challenge has been staying authentic in a space that often rewards imitation. But that’s what SKUD represents — Sound Keeps Us Driven means we keep pushing, even when the path isn’t clear. Every setback built character, and every lesson turned into another layer of what this brand stands for: culture, consistency, and real movement.
And honestly, the struggle isn’t done — we’re still grinding, still building, still proving what independent culture can do. That hunger never stops. It’s forever motion.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My work lives at the intersection of music, culture, and business. I’m the founder of SKUD (Sound Keeps Us Driven) — a culture-forward entertainment company that operates as a label, touring division, modeling agency, and creative hub for artists. What we do is bigger than just releasing songs — we help artists and creatives build their brands, develop their sound, and execute their vision from the ground up.
I specialize in A&R development, creative direction, and building strategy around independent talent — connecting real artists with real opportunities. Over the years, I’ve worked with names like HoodTrophy Bino, NoCap, FCG Heem, Bravo The Bagchaser, Boosie Badazz, Luh Kel, Big Sad 1900, Heembeezy, Kalan FrFr, and Mozzy, and collaborated with athletes such as James Harden and major labels including Atlantic, Sony, and Universal.
What I’m most proud of is that everything we’ve built came from the ground up — no investors, no major label backing, just culture, consistency, and community. Every campaign, every tour, every connection started with the belief that independent doesn’t mean small — it means real.
What sets me and SKUD apart is the way we move — we don’t chase trends; we create moments. We bring the same authenticity from the block to the boardroom. Everything we do comes from a place of passion for the art and respect for the grind.
SKUD isn’t just a label — it’s a movement built for the long run. Sound Keeps Us Driven isn’t a slogan; it’s how we live.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I think luck plays a role in everybody’s story, but for me, it’s always been more about timing, energy, and preparation. I’ve had moments where the right opportunity showed up at the perfect time — but only because I stayed ready. People see those moments as “luck,” but they don’t see the late nights, the setbacks, and the sacrifices that came before it.
There’s been both good luck and bad luck along the way — deals that fell through right before they were supposed to happen, tours that got delayed, or times we put everything into something that didn’t hit the way we hoped. But even the bad breaks ended up being lessons that built character and made the vision stronger.
I don’t depend on luck — I depend on motion. When you keep moving, you create your own chances. And that’s what Sound Keeps Us Driven really means — staying in rhythm no matter what life throws at you. Every win, every loss, every so-called “lucky break” comes from that same foundation: faith, consistency, and grind.
Contact Info:
- Website: https://SoundKeepsUsDriven.com
- Instagram: https://Instagram.com/Kingknowsall
- Other: https://Instagram.com/Skud_Mgmt
Image Credits
Jordan Zackary
