Recorded, produced, and mixed at SOUTH’s LA studio, Louise Post of Veruca Salt announces her first solo album with El Camino Records, out on June 2nd along with a national summer tour. SOUTH’s Creative Director Matt Drenik produced the album over the course of 2022. Stream the new single “Guilty,” released April 4!

In their recent interview, LBB reporter Ben Conway speaks with Creative Director Dan Pritikin about SOUTH’s sound and music production behind the recent Call of Duty Modern Warfare 2 trailer. Between the weeks leading up to the shoot, the strategizing on lyrics and the demo, and being able to coach vocal talent live on-set, there was so much to reflect on and knowledge to glean from collaborating with 72andSunny and Activision.

Come on over to the Wonder Valley this December 10th to enjoy company, music, and memories all in the heat of the desert. Performers include SOUTH founder JD Darling, spaghetti western favorites Roselit Bone, Felix Rose, and more! Tickets are $15 advance or at the door.

With SOUTH’s heavy musical involvement in the spot, the new Call of Duty Modern Warfare 2 trailer is turning heads, from gamers and non-gamers alike. Across the spot, Pete Davidson, Lil Baby, Nicki Minaj, Lando Norris, Jalen Ramsey, and Bukayo Saka team together for the ultimate rally cry. SOUTH was able to send staff on-set to work with talent, while also producing the track and writing lyrics.

SOUTH scores big for DoorDash’s soccer-themed chant— a Spanglish twist on “When the Saints Go Marching In.” The full sound design, music, and mix was completed by SOUTH, with additional vocal casting ahead of the shoot.

In a recent article for Little Black Book, SOUTH’s LA-based CD Matt Drenik shed light on the changing relationship between artists and brands over the years. Analyzing past campaigns helps us understand these changes and how collaborations between musicians and advertisements have informed today’s creative work.

Little Black Book reports on SOUTH’s new work with DoorDash that speaks to both soccer and food fans alike.

East Coast-based Creative Director and partner Dan Pritikin recaps the successful projects and brand work in 2021, and the kind of collaborative and creative work that SOUTH intends on continuing in 2022.

SOUTH wins #1 Top 10 Music Charts for Q1, teaming with Rakish director Benjamin Sonntag and Colle McVoy to create a beautiful portrait of the commitment of caring for horses.

SOUTH scores series of atmospheric longform spots for Bank of New York Mellon's Wealth Management program, highlighting the power of philanthropy.

2021 was another challenging year in many respects, but it was also a year of resilience and amazing music. Here’s a round-up playlist from our Creative Director Matt Drenik of the best of the best of 2021.

SOUTH bridges a story of modernity and historical romance to present KIA’s new electric model.