GRAMMY-nominated producer and multi-Platinum Atlanta artist Southside recruits rap superstars Future and Travis Scott for the scorching “Hold That Heat.” Listen HERE. The electrifying track is bolstered by a sleek, shadowy video that finds the 808 Mafia founder and CEO chilling with his A-List collaborators, a pole dancer, and, yes, an alligator on a chain. Watch the video HERE.
Southside’s signature sirens introduce the track, before rumbling 808s and trap hi-hats take over. Travis and Future tackle the chorus together, over a beat that is complex enough to stand on its own, but also leaves room for the MCs to flex their lyrical might. Future spits in his trademark flow, which Southside has been soundtracking since the two joined forces on DJ Esco’s seminal 2015 mixtape 56 Nights.
The video befits the standing of Southside and company as hip-hop heavyweights. A Lynchian spin on traditional rap videos, the Philp Andelman-directed visual boasts gleaming chains, scantily clad ladies, and unrelenting pot smoke. There’s also an alligator, dimly lit motel rooms, claustrophobic hallways, and visually arresting laser beams to drive home the grimy glamor.
With credits ranging from Moneybagg Yo, Drake, and 21 Savage to Pusha T and Young Thug, Southside is one of rap’s most sought-after producers. His most recent project — a full-length collaboration with critically acclaimed Cleveland rapper Doe Boy titled Demons R Us — features a who’s who of featured guests. After a brief hiatus, Southside’s “Hold That Heat” is a reminder that he can flex heavier than anyone else in the production game Southside’s production has powered some of the most influential albums, mixtapes, and singles of the past decade.
© 2022, Seth "Digital Crates" Barmash. All rights reserved.