Southside is an executive producer, songwriter, and rapper. He's also the CEO of Eight Hundred Eight Records and the 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. In this video, he opens the doors of his studio to share his process and guiding principles as a producer. Watch for a peek of what a day in Southside's studio looks like and the story behind how he started making his own beats.

View pack