Born in conservative Dallas, Texas in the 1930s, James Marvin Souter grew up to become a prominent figure in America's adult entertainment industry. He originally started selling insurance before moving to Los Angeles in 1968. For a few years, South operated a fashion school and agency named Fashion Models. The agency was sold and the new owners adopted nude modeling as part of the company's new portfolio. South finally accepted an offer to continue managing, as the agency place ads for nude female models. He decided to operate his own company, opening the World Talent Modeling Agency in 1976.

Owner of World Modeling, an agency that has long supplied actresses to the adult-film industry.Father of Jim South Jr.Uncle of Aspen Stevens .Traci Lords named him 'Tim North' in her autobiography.Citing declining profits from increased competition, he closed World Modeling in November 2006.Scott Schwartz once worked as an assistant at World Modeling.While his agency mostly represents female talent, World Modeling has represented male performers. Marc Wallice was a client.Before opening the adult industry based World Modeling Talent Agency in 1976, South owned a fashion modeling agency.His agency represented Ginger Lynn Allen , Gina Ryder , Shauna Grant , Savannah , Katie Gold , Jenaveve Jolie , Monica Mayhem , Dalny Marga , Kristi Myst , Amber Lynn , Ashlyn Gere , Jill Kelly , Christy Canyon , Kristara Barrington and Traci Lords .