OutKast's blend of gritty Southern soul fluid raps and the rolling G-funk of their Organized Noize production crew epitomized the Atlanta wing of hip-hop's rising force the Dirty South during the late '90s. Along with Goodie Mob OutKast took Southern hip-hop in bold innovative new directions: less reliance on aggression more positivity and melody thicker arrangements and intricate lyrics. After Dre and Big Boi hit number one on the rap charts with their first single "Player's Ball " the duo embarked on a run of platinum albums spiked with several hit singles enjoying numerous critical accolades in addition to their commercial success.