Together with production partner DJ Paul, Juicy J played an important role in the South's rise to prominence within the once East- and West Coast-dominated rap industry. Behind the duo's leadership, Three 6 Mafia rose from an underground phenomenon in Memphis to a nationally recognized rap empire, spinning off numerous solo albums for the collective's many members in the mid- to late '90s. Like his production partner, Juicy J specialized in dark, eerie tracks driven by bass-heavy beats and haunting sounds. He also raps as a member of Three 6 Mafia and contributes rhymes to most of the albums he produces for such artists as his brother Project Pat, Gangsta Boo, La Chat, and Tear da Club Up Thugs. Moreover, Juicy J ventured into filmmaking with Choices (2001), a straight-to-video film starring most of the Three 6 Mafia collective.