The Griselda camp has built a significant brand for their movement and key members over the past few years. Regular visitors to InsomniacMagazine.com have been seeing the name dominating our top ten lists beginning at the start of 2015. Since those days, label head Westside Gunn, Conway the Machine and Benny The Butcher have become mainstays throughout the Hip Hop mediascape. Milestones included the label inking a deal with Eminem’s Shady Records and, more recently, solidifying a management deal with Jay Z’s RocNation. On this episode of Insomniac Magazine's "Sounds from the Underground" podcast, IZ-REAL sits poolside on a warm Florida evening with Benny The Butcher to discuss Hip Hop, branding and the Buffalo emcee's steady rise in the music industry. With the flow of a light breeze and clanking of Benny's truck jewelry swaying as he speaks, The Butcher shares his perspective into the Griselda wave and his ever-expanding footprint within the Hip Hop universe.