Powerhouse label Top Dawg Entertainment has been home to some of the most thought-provoking, technical lyricists since its inception in 2004.
Ushering in fresh talent amid the departure of Kendrick Lamar (i.e Doechii, Ray Vaughn etc.), one of the Los Angeles-based collective’s most promising emcees Reason is finally getting the flowers he deserves. Since his signing in 2018, the bold wordsmith has amassed over 1.3 million Spotify listeners with an already potent discography behind him.
In preparation for his third full-length album, he tapped TDE OG Jay Rock for his latest single “Is What It Is” (June 17).
The track’s jazzy instrumental brings forth mellow piano chords with an off-kilter bass line, as Reason and Jay reminisce about their struggles while trying to be satisfied with what they have.
“Niggas think they better than REAS’, what is it, drugs?
Thousand on the kicks, lil’ bitch, I came from lugs
Fightin’ with my demons, I’m just shadowboxin’, sparrin’
Nigga gon’ get fucked up if I ever take off the gloves
Let you niggas live, I did that shit off the love
Polo on my socks the minute it hit the rug”
Reason — “Is What It Is”
It’s been two years since Reason’s star-studded sophomore LP New Beginnings, which featured appearances from ScHoolboy Q, Rapsody, Ab-Soul, Vince Staples, JID and more. Dropping an EP titled No More, No Less: Demo 1 to hold fans over in 2021, Reason has thrived off of occasional features, most recently showing up on Dreamville’s D-Day: A Gangsta Grillz Mixtape. He also performed the track on the latest episode of COLORS.
As per TDE’s new era, Doechii’s XXL Freshman List placement and Ray Vaughn’s signing announcement are just the latest developments of the label’s moves for the future. As Reason looks to be a key piece alongside longtime TDE giants in ScHoolBoy Q, SZA, Isaiah Rashad and more, fans will have to wait and see what he has up his sleeve.
With his “foot on the gas” for the rest of the year, REASON is giving fans a “reason” to get acquainted with his sound; because he isn’t going anywhere anytime soon.
Listen to REASON’s “Is What It Is” below!
