THE BOARD
OF POWER
Six individuals who built Southside Records from the ground up. Click any card to reveal the intel.
Oversees the company's overarching business strategy and financial health while personally driving the creative vision by scouting, producing, and developing the specific talent that defines the label’s sound.
Built a sound in a Strawberry garage with a borrowed DAW and a set of beat-up decks. Spent five years grinding the booth and the boards before taking the wheel. Stepped into the CEO chair, and went from making the tracks to running the entire empire.
"We don't chase trends — we build artists who outlast them."
Los Santos
A rising force in the Rockford Hills underground, this producer-turned-performer blends heavy industrial synths with the sun-drenched melodies of the Vespucci boardwalk. Between dodging paparazzi and headlining the Diamond Casino, they use their lyrics to chronicle the high-speed chases and hollow luxury that define the chaotic rhythm of Los Santos.
"If the song needs to be explained, it's not done yet."
Los Santos
Former entertainment attorney turned label finance exec. Negotiated the label's publishing back-catalogue deal that tripled revenue in 18 months. Known for reading a contract in 4 minutes flat.
"Every dollar spent on an artist is either an investment or a donation. Know the difference."
Los Santos
Ran viral rollout campaigns for two of the label's biggest drops before streaming numbers became the standard metric. Built the Southside visual identity from scratch and hasn't slept a full 8 hours since.
"The art is the story. We just make sure everyone hears it."
Works closely with the ever growing Southside Records, helping manage contracts, protect artists, and keep the business running smoothly and managing event planning.
A sharp, argumentative lawyer known for getting things done no matter how difficult. She built her reputation through her legal tactics, creative business strategies, and refusing to back down from anyone. She thrives under pressure and usually finds a way to win.
"I put the "fun" in "dysfunctional"."
This kittygirl developed many of the industy's top hitters even our own Nevaeh. Often putting others ahead of herself - she'd rather support an artist's dream than be given the spotlight. Unlike many in the scene, she is of a genuine heart.
A Canadian that made LS fall in love, she knows everything about everyone. One of the most recognizable people in a crowd as a marketable mascot. Dominating in courts to meetings, she advocates for the voiceless.
"Even if the stage lights burnout, I'll be the one holding your spotlight."