Born Joshua Howard Luellen in south Atlanta, Georgia. He is an executive producer, producer, songwriter and rapper. Southside gained recognition in the hip-hop industry for producing tracks for JAY Z, Kanye West, Drake, Travis Scott, Future, Gucci Mane, Migos, 21 Savage, G-Eazy, G Herbo, Tm88, Metro Boomin, and Marshmello. He is the CEO of 808 MAFIA records and producer group 808 MAFIA. His records have produced over 3+ billion streams and he has mentored many up and coming producers such as Gezin, DY, Max Lord and Pvlace. Know for his insatiable work ethic and strategic marketing acumen when producing beats for an artist. He will sometimes spend 36 hours straight making beats for a particular artist, sometimes making up to 30 beats in one night. His distinct signature trap sound is gritty, grimy, rambunctious, menacing and thunderous - using hard-hitting 808 kicks, crisp snare drums, fast hi-hats, frantic synths, sinister leads, and colorfully layered ominous orchestration featuring synthesized brass, hits, strings, woodwinds, and keyboard instruments.