Rapper Hoodrich Pablo Juan existed on the fringes of Atlanta’s fertile underground rap scene for several years before starting to write and record his own rhymes around 2015. Shortly after he and his home were targeted by a branch of Atlanta law enforcement specializing in drug-related crimes, Hoodrich turned his focus full-time to music production, using his lived experiences in Atlanta’s seedier neighborhoods as fuel for aggressive beats and flows inspired in part by underground heroes of Southern rap like Pimp C and Gucci Mane.

Thanks to a steady stream of music in 2017, Pablo inked a deal with Gucci’s 1017 Eskimo imprint through Alamo Records. He quickly found a breakthrough single with “We Don’t  Luv Em,” which was subsequently remixed by Gucci himself. He followed this up with two projects in 2018 (Rich Hood and Hoodwolf 2) and features on major releases from  Blocboy JB, Gunna, and Lil Baby.