Dominique Williams never set out to become a content creator. For him, it started with a drive to get artists heard. “Running a label, you quickly realize that if you want people to notice your artists, you have to show them something. You have to create the moment,” he says. In Tulsa, Oklahoma, where the music scene moves a little differently than the coasts, that lesson hit even harder.
Back in 2020, Dominique and his team landed one of their artists a major record deal. It wasn’t luck. “We hustled,” he says, almost shrugging. “We created our own content, built the buzz, and made people care. That deal proved what was possible if you really learned how to get eyes on your talent.” Since then, he’s been more than just a label head—he’s become a force in content creation, someone other artists and up-and-comers in Tulsa look to for inspiration and guidance.
From Label to Lens
Most people imagine record labels as gatekeepers or middlemen. Dominique saw it differently. “Labels used to just sign people and hope a hit would come. But now, if you’re not creating the story—if you’re not making the visuals, the vlogs, the content that makes people want to watch—nobody’s going to care. You can have the best music in the world, but good luck if nobody’s listening.” That realization set him on a new path.
He started picking up the camera himself, learning editing on the fly, and experimenting with what would actually get people to stop scrolling and pay attention. Sometimes it was raw, behind-the-scenes footage. Other times, it was polished music videos or quick, punchy highlights that showed off the artists’ personalities. “My favorite thing to create? Vlogs, definitely. There’s something about taking people inside the journey—showing the grind, the setbacks, the wins. That’s what really connects.”
More Than Music
But Dominique’s creative reach doesn’t stop at vlogs. One of his lesser-known passions: sports uniforms. “People don’t realize how big a part design plays in culture,” he explains. “A uniform isn’t just about looking good on the field. It’s about pride, identity, and making a statement. When I design a uniform, I want the team to feel like they’re putting on armor—something that represents who they are and where they’re from.”
He’s designed uniforms for local teams, bringing the same sense of storytelling and attention to detail that he uses in his music projects. It’s all part of the bigger picture: helping people—artists, athletes, anyone with a dream—find their voice and stand out.
What Sets Dominique Apart
A lot of people talk about “grinding” or “being different,” but Dominique’s track record backs it up. Securing a major record deal for his artist in 2020 wasn’t just a win; it put Tulsa on the map in a new way, and it showed that you don’t have to leave home to make something happen. “Since then, we’ve just kept going. Every project, every piece of content, we try to raise the bar,” he says.
He’s not shy about giving advice, either. For anyone looking to break through, he keeps it simple: “Don’t wait for someone else to tell your story. Pick up your phone, hit record, and get creative. The audience is out there, but you have to give them a reason to care.”
The Tulsa Mindset
Dominique credits a lot of his drive to the city itself. “Tulsa’s got this underdog energy. We’re not LA, we’re not Atlanta, but we’ve got talent and a real hunger to prove ourselves. I like being part of that.” He hopes his work—whether it’s a viral vlog or a killer new jersey—shows what’s possible when you mix hustle with vision.
For Dominique Williams, content creation isn’t about chasing clout. It’s about building something real, helping others get seen, and showing that greatness doesn’t have to come from the usual places. In a world obsessed with quick fame, he’s playing a longer game—one story, one project, one artist at a time. Check out @1921ceo_dwill for more!
