The internet is speculating, data is confirming, but the architect isn’t done building.
Trap as a standalone search term might be slowing, but every genre built from its DNA is exploding — rage, drill, hypertrap, cloud rap, and half of TikTok’s sound palette. Trap didn’t die. It evolved. Everything downstream is its lineage.
Southside built that foundation, and with his I Invented Trap series, he returns to claim the throne and tune the next generation.
My Role
VP, Content + Executive Creative Director
Owned the creative and production system behind the trilogy, appointing the right people, steering the vision, and overseeing all creative, editorial, video, merchandising, and release execution.
Not dead — undefeated.
15% lift in trap-derived genres across the catalog
30M+ impressions across campaign rollout
3 Longform videos produced, 200 samples produced, 1 Blog Article, 1 in product editorial page, 1 shoot, 1 party
40% higher engagement vs. category benchmark
The Opportunity
Producers are building new sub-genres on top of the original Trap blueprint and want direct access to the textures, drum language, and dark cinematic atmosphere that defined the era. Over 40% of our searches somehow ladder to trap.
By partnering with Southside, we had an opportunity to connect the originator and provide the industry’s first official trap lineage toolkit.
The
Vision
Build a three-part release series that honors the genre’s legacy. Equal parts documentary, archive, production bible.
Transform the story from “trap is dead” to “trap is the godfather.”
The
System
Southside’s craft is making records, not manufacturing samples. My team translated his ideas into a creator-ready format, ghost producing through our proven content pipeline to honor his authorship while ensuring the final product met platform standards.
Signal → Insight → Creative → Production → Release → Signal (repeat)
Southside’s world.
A high-contrast world of luxury and grit, diamonds and cracked knuckles, studio smoke, late-night philosophy, Southside roasting the kids between takes.
King of Trap Vol. 1
Volume 1 established the sonic and visual blueprint for the trilogy. Southside’s textures, drum philosophy, and cinematic darkness that shaped an era are restored to their origin.
