We recently connected with William Matlock and have shared our conversation below.

William, thanks for joining us, excited to have you contributing your stories and insights. Alright, let’s jump into one of the most exciting parts of starting a new venture – how did you get your first client who was not a friend or family?

I was serving in the army reserves and i showed some fellow soldiers my photography and one of the officers caught wind and inquired if i could capture her wedding

William, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is William H. Matlock III — most people call me Matlock. I’m a creative entrepreneur, content strategist, photographer, music producer, Army Chief Warrant Officer, and federal contracting professional — but at the core, I’m a husband and father of four. Creativity has always been part of who I am. I started in music production, building MatlockOnTheTrack and learning how to tell stories through sound. That foundation naturally evolved into photography and brand content when I saw talented entrepreneurs and professionals struggling to show up online with clarity and confidence. That’s how COL DIGI (Content On Lock) was born — a content and brand strategy company focused on helping businesses move with intention, not just post for attention.

Through COL DIGI and Matlockphotoz, I help businesses and creators build structure around their visibility — from strategic content days to messaging, short-form video systems, and visual storytelling that actually converts. What sets me apart is discipline. My military and federal leadership background allows me to merge creativity with execution. I don’t just create content — I build assets and systems that support long-term growth. I’m most proud of my consistency: 20 years of marriage, continued service, and building multiple brands while raising a family. I want people to know that everything I build is rooted in legacy, excellence, and partnership — not hype. If you work with me, you’re getting strategy, structure, and someone who treats your brand like it matters.

Is there a particular goal or mission driving your creative journey?

At the core, what drives my creative journey is financial freedom — not in a flashy sense, but in the ability to own my time, control my direction, and create real opportunities for my family. To me, financial freedom means building assets instead of just earning income, turning creativity into something that funds legacy, not just lifestyle. Everything I build — from music to photography to COL DIGI — is rooted in that vision. I want my children to see that you can serve, lead, and still build something of your own, and that disciplined creativity can create long-term freedom, not just short-term success.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of my biggest pivots was moving from music production into photography and videography — not as a restart, but as an evolution. Music taught me storytelling and branding, but as I grew, I realized businesses needed more than sound — they needed visuals and strategy. I picked up a camera to capture moments for my family, which turned into serving clients and eventually building COL DIGI. The medium changed, but the mission didn’t. Every pivot brought me closer to using creativity as a tool for impact and long-term freedom.

Contact Info:

• Instagram: Contentonlock

Image Credits

Matlockphotoz(Me)
Framedbylock(my son)