Independence & Vision

Will’s independence allows him full creative control. He writes, produces, sings, mixes, and designs every release himself, from cover art to branding. To create a solid foundation for his career, he founded gerasin Records, his own record label, built on the belief that artists should own their art, their masters, and their future. Every release under gerasin Records is intentional, designed with purpose, and true to his vision. Even the lowercase lettering of gerasin reflects this philosophy: all letters are equal, just as his art rejects hierarchy, ego, and unnecessary boundaries.

Expanding further, Will launched Gerasin Media Group — a creative hub that goes beyond music. Where gerasin Records serves as a home for his sound, Gerasin Media Group was created to house the bigger picture: music publishing, visual storytelling, media, apparel, and collaborations. It’s the structure that allows Will to keep every aspect of his art under one roof, ensuring his vision is never diluted by outside control.

But Gerasin Media Group is also about building a legacy. Will didn’t just want to create a label or a company — he wanted to build a sustainable ecosystem, one that nurtures ideas across different mediums and gives back to the community. That’s why Gerasin Media Group donates a percentage of its profits to causes that matter deeply, including mental health support, breast cancer research, Maddie’s Fund, and the AKC Canine Health Foundation. In this way, Gerasin Media Group is designed not just to grow his career, but to have a real-world impact.

Fun to know: With his background in film, Will often approaches music the way a director approaches cinema. He sees gerasin Records not just as a label, but as a studio for soundtracks that don’t yet have a film — each release designed like a scene, layered with detail, emotion, and atmosphere. Gerasin Media Group then acts as the production house, connecting the dots between sound, visuals, apparel, and storytelling, giving fans multiple ways to experience and enter his world.

Together, gerasin Records and Gerasin Media Group form the backbone of his independence: not just a career path, but a creative universe where everything is made with intention, purpose, and meaning.

Storytelling & Connection

For Will, music is more than sound — it’s a way to design emotion. Every song begins as a spark of feeling or vision, then grows and matures until it carries the weight and detail of a cinematic story. If a track doesn’t give him that special, unshakable feeling inside, he won’t release it. Instead, he lets ideas breathe and evolve — sometimes while working on another song, designing artwork, writing lyrics, or even watching a film. Inspiration doesn’t leave him; it brews in the background, growing until it becomes something bigger than music: a full picture of sound, imagery, and emotion.

This is why his songs feel like experiences rather than singles. Each one is carefully layered with melodies, moods, and details that unfold like scenes in a movie. His background in film drives this process — he treats his productions like cinematic scores, designed to move the listener through different states of emotion, from longing to joy, from energy to reflection.

The result is a sound that fans don’t just hear — they feel. Listeners often describe his tracks as immersive journeys that resonate deeply with their own stories. Through his Behind the Tracks articles, Will further opens the door to this world, sharing the inspirations, technical choices, and emotional intentions behind each release. These glimpses reveal the careful thought and artistry that goes into every detail, giving fans not only music to enjoy but meaning to connect with.

In the end, storytelling and connection are at the core of gerasin. His music invites listeners into a space where sound becomes feeling, and where every note, word, and beat carries a piece of his vision — crafted not just to be heard, but to be lived.

At its core, gerasin is more than music — it’s a vision. Through gerasin Records and Gerasin Media Group, Will is building not just a career, but a creative universe where independence, storytelling, and connection all converge. Every release is crafted with purpose, every detail designed to carry emotion, and every project nurtured until it truly feels alive. For fans, this means more than songs to stream — it means entering a world where sound, visuals, and meaning collide, offering an experience to live in, not just listen to.