Juicy J's name runs through southern hip-hop history. Having co-founded Tennessee's Three 6 Mafia crew in the early-'90s, the group's fight club sound and demonic imagery cast them as local anti-heroes. A series of albums followed—all on the crunk tip—but it was an Oscar victory in 2005 for a contribution to the movie Hustle & Flow that thrust the Juice into the mainstream. Capitalizing on his new profile, crossover hits as a group member and soloist followed, along with the introduction of his own sub-genre of trippy music.