“Top Dawg Entertainment’s newest signee, REASON, is running a well-deserved victory lap. After a number of hardships that could’ve broken anyone’s psyche, REASON beat the odds through a relentless work ethic and sheer force of will.” – Billboard
“TDE’s newest signee has his eyes set on more than just the rap throne.” – VIBE
“Being a strong rapper isn’t the only quality that makes him a potent artist; it’s matched by the ability to translate his lyricism into a captivating stage presence.” – DJ Booth
In a world of extremes, a sense of reason can be the difference between success and failure. Go too hard or not hard enough, and you’re likely to stumble. That knowledge wasn’t lost on TDE recording artist and Carson MC Robert Gill Jr., better known as REASON. It defined him as a man and artist, creating a signature style and balanced foundation that made him stand out in the bubbling Los Angeles music scene. His work ethic and skills caught the ear of Top Dawg Entertainment, leading to an appearance on the multi-platinum Black Panther: The Album soundtrack and a TDE roster spot in 2018. He wasted no time acclimating himself to the spotlight, dropping There You Have It, a 12-track project that was a favorite of fans and critics alike. His witty wordplay and sharp delivery made it clear he’s here to stay. He hit the road to pay his dues and expand his fanbase on tour, opening up for TDE OG Jay Rock on his 2018 “The Big Redemption Tour” and on Dreamville artist JID’s 2019 “Catch Me If You Can” tour. The LA native hasn’t looked back since, garnering new fans with his relentless wordplay and unmatched desire to work. REASON’s next project, called New Beginnings, arrives on October 9th, 2020 via Top Dawg Entertainment.
The people’s champ is upon us.
He’s known as REASON when he’s in rapper mode, but he prides himself on staying connected to the man who is Robert Gill Jr. and maintains that he’s “Rob” to many.
REASON has built a platform of authenticity and storytelling with tracks like “The Soul” parts one and two, which served as his introduction to the game after he signed with Top Dawg Entertainment and as a bookend announcing a fresh chapter with his New Beginnings project. Both songs exemplify REASON’s vulnerability and sharp lyricism. REASON isn’t afraid to express his personal anxieties, discuss the realities of Los Angeles street culture and make clear his intentions to take his seat among the rap greats.
“I was cursed with a dream/Ain’t nothing sweet about me, I ain’t candy/But watch the star burst on the scene,” he raps on “The Soul.”
This same intricate wordplay and authoritative hunger has carried him after he made his first national splash on the Black Panther soundtrack, curated by Kendrick Lamar. He continued wowing listeners across the country and exciting his fans with laser sharp freestyles and major flexes on Dreamville’s Revenge of the Dreamers III. “LamboTruck,” his collaboration with fellow LA rapper Cozz, was a standout track that elevated REASON as a creative partner and storyteller.
“When I first came into music, I wanted to be the greatest rapper. But now that I’m here, I understand that there is no greatest rapper. Music is so subjective,” he states. “Everybody’s going to like what they like, but what I do wanna be known for is just creating moments and bringing artists together.”
While he deeply identifies as the glue that unites the rap community (having Isaiah Rashad and J.I.D collaborate on “Extinct,” for example), REASON also finds great purpose in putting on for his community of Carson, California. Filming the “Flick It Up” video with fellow Carson MC Ab-Soul was a passing of the TDE torch moment and made Del’s Liquor Store a local landmark. While TDE has helped further the legacy of Compton, REASON hopes to expand that local pride to his own hometown.
Everything REASON does — whether it’s bothering his label mates until they do a verse for him or answering fans’ questions on social media — is done with a sense of enthusiasm and gratefulness. The former basketball player likens his position on TDE to that of a kid being drafted to the Los Angeles Lakers. The weight of carrying such a legacy is heavy, but rewarding.
“I don’t feel like I’m just another guy that they put on the roster that just kinda fits into the mold,” he shares. “…I truly feel like I earned the spot that I’m in, I belong here and I’m excited for everything that’s to come.”
REASON Shares “Favorite N****,” the Latest ‘New Beginnings’ Music Video
REASON Writes His Next Chapter with Soulful & Lyrical ‘New Beginnings’ Album
REASON & Vince Staples Don’t Floss, They Just Drip
TDE’s REASON Bares His Soul in a Intensely Lyrical New Track