During the 2010s, Russ Vitale - a rapper, singer, songwriter, and producer - emerged from the Atlanta-area underground with dozens of independent singles and albums, all of which were made freely available as downloads. Inspired by 50 Cent and Eminem, as well as the classic rock he absorbed as a youngster, the New Jersey-born Vitale gradually learned to play several instruments, including guitar, which was taught to him by his father. After a short period of enrollment at Kennesaw State, Vitale established Diemon, a collective and label. His prolific output switched between swaggering modern hip-hop anthems and woozy R&B-oriented ballads, with relaxed melodic hooks the common element in both modes. In 2015 and 2016, his career really picked up with cuts like "Losin Control," "What They Want," and "Pull the Trigger," which were among his most popular recordings.