With more than 10 million views of his videos on YouTube, more than 30,000 followers on Instagram and billboards also planned for Los Angeles and New York City, the soft-spoken Hoodlum looks poised to make even more noise beyond his namesake South Side.

“I’m just relating everything, what it is growing up around this side of town,” said Hoodlum.

“He’s just talking about what he sees,” said longtime friend and “Lord Knows” producer John Michael Villanueva. “Sometimes you’re going to see some stuff that’s a little more raw and a little bit different.”