Craig Collins is a seasoned record producer and songwriter whose career spans over 25 years in the music industry. With expertise in multiple genres, including R&B, hip-hop, Latin pop, rock, and Latin music, Collins has established himself as a versatile and innovative creator. His journey, deeply influenced by his upbringing in Los Angeles, California, and Atlanta, Georgia, has shaped his ability to navigate the ever-evolving landscape of music production.
Collins was born into a world of music and entertainment. His mother served as the executive assistant and road manager for legendary R&B singer Diana Ross, exposing him to the intricacies of the music business at an early age. Meanwhile, his father was a musician with an eclectic taste, filling their home with the sounds of Earth, Wind & Fire, The Eagles, The Isley Brothers, Herb Alpert, Toto, The Eurythmics, and Tears for Fears. This diverse musical exposure provided Collins with an innate understanding of how different genres interweave to create timeless records.
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Craig Collins: From Los Angeles to Atlanta: The Birth of a Producer
Collins’ musical foundation was laid in Los Angeles, where the 80s rock and new wave movements captured his imagination. Fascinated by the fusion of rock guitars and synthesizers, he spent hours listening, analyzing, and absorbing sonic elements that would later define his production style. However, it was his move to Atlanta that cemented his path in music.
Atlanta in the late 80s and early 90s was a hotbed for emerging hip-hop and R&B talent. The rise of drum machines, keyboards, and synthesizers revolutionized production, drawing Collins deeper into the craft. His mother, recognizing his passion, bought him his first keyboard, a Yamaha DX100. This investment marked the beginning of his hands-on experience in music creation.
The city was teeming with talent, and Collins found himself learning from industry giants like Dallas Austin, Rico Wade, Jermaine Dupri, and James Thomas. With the arrival of L.A. Reid and Babyface, Atlanta’s music scene exploded, and Collins took full advantage. He immersed himself in production, learning by observing, asking questions, and being a student of the craft.
A Family of Influences
Collins credits his success not only to his musical exposure but also to the strong foundation provided by his parents. Having two sets of parents after both remarried, he was constantly reminded of the talent he was blessed with and the importance of integrity in the industry. His mother’s role with Diana Ross offered him a firsthand look at the controlled chaos behind the scenes, emphasizing the significance of attention to detail.
“It’s the business of music, NOT the music business,” he learned early on. Understanding this distinction has guided his career decisions, leading him to turn down projects that did not align with his values.
One of the most defining moments of his life was meeting Gene Simmons from KISS, a childhood idol he only knew from posters. At a time when KISS maintained an air of mystery by rarely revealing their faces, Collins and his brother were not only able to meet Simmons but also spend time with him. The experience left a lasting impression—Simmons’ disciplined lifestyle of abstaining from smoking, drinking, and drugs inspired Collins to follow the same path.
Evolution of Music Production
The landscape of music production has changed dramatically since Collins began. In the early days, music production required standalone equipment—keyboards, drum machines, and samplers—before transitioning to professional studio recordings on 2-inch tape. Today, computers and digital software have democratized music production, allowing virtually anyone with a laptop and recording software to create, mix, master, and release music independently.
Despite these advancements, Collins believes that technology is just a tool—the real magic lies in the artistry. “There’s no difference between major and independent recording processes,” he says. “It all comes down to preparation. The artist must be ready lyrically, and the producer must be technically prepared to adapt to changes on the fly.” The goal remains the same: to create a hit record.
Learning from the Greats
Collins has had the privilege of working alongside Grammy Award-winning producers and songwriters, experiences that have shaped his approach to production. His collaboration with Philip Lawrence (Bruno Mars) taught him the importance of conversational songwriting—how quirky lyrics often resonate deeply with audiences. Watching Lawrence meticulously refine lyrics for hours or days instilled in Collins a relentless pursuit of perfection.
Similarly, his work with Will Baker (Pink, Enya) reinforced the importance of staying within a genre’s framework while pushing boundaries. A remix Collins created for Baker initially missed the mark, but through Baker’s guidance, he learned how to take creative risks while maintaining genre integrity.
Corporate Collaborations and the Art of Detail
Beyond working with artists, Collins has lent his expertise to major brands like Anheuser-Busch and Sea World Orlando. The production process for corporate projects, he explains, is equally demanding but different in execution. While commercial songs must be structured to hook listeners within the first minute, background music (BGM) for environments like Sea World requires continuous evolution—musical elements must shift every two minutes to maintain engagement. These projects reinforced his belief in the power of subtle details that shape the listening experience.
Musical Philosophy and Influences
Collins attributes his ability to produce various genres to his willingness to be a lifelong student of music. He advises aspiring producers to listen with an open mind, analyze every aspect of a song—from melody to drum patterns—and incorporate those lessons into their own productions.
His biggest influences include:
- Jimmy Jam & Terry Lewis: Masters of using unique sounds to enhance songs.
- Tim & Bob: Experts in crafting smooth, dynamic R&B productions.
- Dallas Austin: A creative chameleon, seamlessly shifting between pop, rock, and R&B.
- Jermaine Dupri: A genius at drum programming and conceptualizing hits.
Austin, in particular, left a profound impact on Collins. The ability to transcend genres and remain ahead of trends is something Collins strives for in his own work.
Signature Sound and Recent Projects
Unlike many producers who develop a signature sound, Collins lets the music guide him. His focus is on capturing emotions and translating them into sonic experiences.
His recent work includes three tracks on Anthony Llewellyn’s Just a Man on the Mic. Llewellyn’s vision was to revive the nostalgia of 90s R&B with a modern twist, and Collins delivered by tapping into his memories rather than referencing past records. The result was an organic, authentic sound that both he and Llewellyn were proud of.
Additionally, Collins worked on the Flashing Lights Remix, a track that fuses elements of trap, pop, rock, and R&B. Collaborating with producer Jessie Burner, they incorporated rock guitars—an idea Collins had considered but hesitated to execute. Burner’s addition perfectly aligned with Collins’ vision, reinforcing the power of collaboration.
Challenges in Modern Production and Advice for Aspiring Producers
One of the biggest challenges today’s producers face is defining their unique sound. “Everything sounds the same,” Collins observes. He encourages producers to educate themselves on greats from different eras and genres, emphasizing the importance of industry knowledge.
“Building relationships is key,” he advises. “The smartest producer isn’t the one with all the answers, but the one who knows how to find them.”
His blueprint for success includes:
- Keeping God at the center of every decision.
- Surrounding oneself with professionals who inspire growth.
- Never compromising talent for money.
- Staying open to learning.
- Understanding that expensive gear doesn’t make a hit—developing a keen ear does.
A Legacy in the Making
Craig Collins is not just a producer; he is a storyteller, a sonic architect, and a student of music. With decades of experience, a diverse portfolio, and an unwavering passion for creating timeless records, he continues to shape the industry with every track he produces.
And in case you’re wondering—he’s the last among his friends who hasn’t won a Grammy. But given his track record, it’s only a matter of time.
