￥Southside is an executive producer, songwriter, and rapper, as well as the CEO of Eight Hundred Eight Records and production collective, 808 MAFIA. Born Joshua Howard Luellen in south Atlanta, Georgia, he gained 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, his beats garner billions of streams every year. At times, he’ll spend 36 hours straight making beats for a particular artist, sometimes making 30-40 beats in one night. His distinct signature trap sound is gritty, grimy, rambunctious, menacing, and thunderous. It’s a result of his unique use of hard-hitting 808 kicks, crisp snare drums, fast and randomized hi-hats, frantic synths, sinister leads, and colorfully layered ominous orchestration featuring synthesized brass, hits, strings, woodwinds, and keyboard instruments.