A native Atlantan and a fixture of major-market radio for over three decades, Southside Steve Rickman is the embodiment of building a brand from the ground up. Since 1992, Steve has been a constant presence on Atlanta’s airwaves, earning his stripes at iconic stations like 96ROCK and ROCK 100.5, where he transformed a “man-of-the-people” approach into one of the most recognizable media careers in the Southeast.

While known for his signature “Yeah, C’mon!” catchphrase and unfiltered storytelling, Steve is far more than a media personality—he is a lifelong entrepreneur who understands the mechanics of the system. As the owner of SSquared Brands LLC and the founder of his own bourbon whiskey brand, Steve has navigated the realities of small business ownership and brand scaling firsthand. His “do what I do when I do it” philosophy isn’t just a slogan; it’s a masterclass in the bold risk-taking required to thrive in a competitive market.

Now, as part of the Red, White and Green mission, Steve brings his raw perspective and entrepreneurial heart to the conversation about the next 250 years of the American Dream. Whether discussing the evolution from a bachelor lifestyle to the rigors of family life or the grit required to launch a product line, Steve remains dedicated to the “unfiltered truth” and the power of positivity—while always calling it exactly like he sees it.