Southside is the executive producer, songwriter and rapper, as well as the CEO of Eight Hundred Eight Records and the 808 MAFIA production team. Born Joshua Howard Luellen in South Atlanta, Georgia, he received recognition for producing tracks for Jay-Z, Kanye West, Drake, Travis Scott, Future, Gucci Mane, Migos, 21 Savage, G-Herbo, G-Eazy, Metro Boomin and Marshmello. Known for his insatiable work ethic and strategic marketing acumen, he beats billions of streams every year. From time to time, he spends 36 hours in a row making bits for a particular artist, sometimes making 30-40 bits in one night. Its distinct trap sound is sandy, dirty, irritable, menacing and thunderous. This is the result of his unique use of powerful 808 kicks, crispy drums, fast and randomized hi-hats,