Southside (music producer)
The Atlanta-based beat architect whose dark, chaotic 808s became the sonic backbone of a generation of trap music.
Born 1989 (age 37)·American record producer, rapper and songwriter·Birthday: February 2·Millennials
Biography
Hailing from Atlanta, Joshua Luellen, known as Southside, emerged from the city's fertile rap underground to become a defining sound designer of modern hip-hop. His partnership with rapper Waka Flocka Flame and producer Lex Luger was catalytic; together, they forged the raw, aggressive template of trap as it exploded nationwide. As a founding member of the 808 Mafia production collective, Southside's fingerprints are on countless hits, characterized by ominous melodies, skittering hi-hats, and seismic bass. He moved from crafting street anthems to becoming a sought-after collaborator for superstars like Kanye West, Travis Scott, and Future, helping to shape the avant-garde edges of mainstream rap. More than just a hitmaker, Southside operates as a genre curator and A&R force, using his label and studio as a incubator for new talent, ensuring the Atlanta sound continues to evolve.
Millennials
1981–1996
The first digital natives. Grew up with the internet, came of age during 9/11 and the 2008 crash. Highly educated, deeply indebted, slower to marry and buy houses. Redefined work, identity, and what it means to be an adult.
Southside was born in 1989, placing them squarely in the Millennials. The events that shaped this generation — the internet revolution, 9/11, and the 2008 financial crisis — shaped the world they entered and the choices available to them.
#1 When Southside Was Born
The biggest hits of 1989
#1 Movie
Batman
Best Picture
Driving Miss Daisy
#1 TV Show
Roseanne
Southside's Life & Times
The world at every milestone
1989Born
Berlin Wall falls; Tiananmen Square protests
Gas: $1.00/galHome: $79,100Min wage: $3.35/hrPresident: George H.W. Bush"Look Away" — ChicagoBest Picture: Driving Miss Daisy
1994Started school
Nelson Mandela elected president of South Africa
Gas: $1.11/galHome: $90,400Min wage: $4.25/hrPresident: Bill Clinton"The Sign" — Ace of BaseBest Picture: Forrest Gump
2002Became a teenager
Euro currency enters circulation
Gas: $1.36/galHome: $137,800Min wage: $5.15/hrPresident: George W. Bush"How You Remind Me" — NickelbackBest Picture: Chicago
2005Could drive
Hurricane Katrina devastates New Orleans; YouTube launches
Gas: $2.30/galHome: $167,500Min wage: $5.15/hrPresident: George W. Bush"We Belong Together" — Mariah CareyBest Picture: Crash
2007Could vote
iPhone released; Great Recession begins
Gas: $2.80/galHome: $172,600Min wage: $5.85/hrPresident: George W. Bush"Irreplaceable" — BeyonceBest Picture: No Country for Old Men
2010Turned 21
Deepwater Horizon oil spill; iPad launched
Gas: $2.79/galHome: $147,800Min wage: $7.25/hrPresident: Barack Obama"Tik Tok" — KeshaBest Picture: The King's Speech
2019Turned 30
First image of a black hole; Hong Kong protests
Gas: $2.60/galHome: $224,400Min wage: $7.25/hrPresident: Donald Trump"Old Town Road" — Lil Nas XBest Picture: Parasite
2026Age 37 today
Gas: $3.91/galPresident: Donald Trump
Key Achievements
- Co-founded the influential production collective 808 Mafia, credited on numerous platinum records.
- Produced key tracks on Kanye West's album 'The Life of Pablo', including 'Father Stretch My Hands, Pt. 1'.
- Has production credits on over 50 Billboard Hot 100 charting songs.
- Founded his own record label, Southside's '808 Mafia' imprint, to develop new artists.
- His work with Waka Flocka Flame on 'Flockaveli' is considered a landmark trap album.
Did You Know?
He started making beats on a PlayStation video game, 'MTV Music Generator'.
He is known for his prolific work rate, often creating multiple beats in a single day.
He frequently uses the producer tag 'Southside on the beat' in his songs.
He has a twin brother who is also a music producer.
“I just want to make the hardest beats ever. That's my goal every time.”
