REASON’s Next Chapter: Breaking Barriers with “Not What You Think”
In a genre defined by authenticity and evolution, REASON’s journey serves as a masterclass in resilience and artistry. With his latest single, “Not What You Think”, featuring Dreamville’s very own Bas, REASON is stepping into a new chapter of his career—and he’s making sure his voice is heard loud and clear.
The TDE Era: A Legacy of Growth
For seven years, REASON was a cornerstone of Top Dawg Entertainment (TDE), one of hip-hop’s most respected labels. From his contributions to the Kendrick Lamar-curated Black Panther soundtrack to his critically-acclaimed studio projects, REASON built a foundation that showcased his lyrical prowess and raw storytelling ability. During his TDE tenure, he released standout projects like There You Have It and Porches, cementing himself as a talent who could hold his own in a label stacked with heavy hitters like Kendrick Lamar, SZA, and ScHoolboy Q.
But, like many artists navigating the complexities of the music industry, tensions arose. Following the rollout of Porches, it became clear that REASON’s artistic vision was ready to take a new shape. In the summer of 2024, he made the bold decision to leave TDE, a move that shocked fans and critics alike. While his exit could have been clouded with controversy, REASON approached the transition with grace, expressing nothing but gratitude:
"The last 7 years have been incredible, and I've appreciated all the time and experiences that have come within that span of time."
“Not What You Think”: The Bounce of a New Beginning
“Not What You Think” isn’t just a song—it’s a statement. The track introduces us to REASON’s forthcoming album, I Love You Again, slated to drop on February 28, 2025. For REASON, this song is more than a lead single; it’s a reflection of his mindset after stepping away from TDE. In his own words:
"‘Not What You Think’ was a cadence and bounce I came up with right after splitting with TDE. I had no words. I just knew I wanted the bounce to be in a certain pocket, and I wanted to speak on situations where artists/entertainers aren’t always what the public thinks they are."
This theme hits home for many in the industry. Fans often assume they know their favorite artists—how they live, what they think, and why they make the decisions they do. REASON flips that narrative, peeling back the layers of misconception with honesty and vulnerability. Collaborating with Bas only amplifies the song’s impact, as their chemistry creates a dynamic blend of introspection and energy.
Bas Adds Depth to the Narrative
Bas, known for his sharp lyricism and smooth delivery as a key figure in Dreamville, is the perfect partner for this track. His contribution not only complements REASON’s flow but also strengthens the song’s message. Together, they explore themes of identity, perception, and the struggle to remain authentic in an industry full of projections and expectations. Bas’s inclusion also speaks to REASON’s ability to align himself with artists who share his commitment to artistry over hype.
A Glimpse Into I Love You Again
While we only have a taste of what I Love You Again will offer, “Not What You Think” suggests that this album will be deeply personal. It’s not just about music; it’s about REASON’s transformation, both as an artist and as a person. This project seems poised to delve into the highs and lows of his career, shedding light on the challenges he’s faced and the lessons he’s learned along the way.
The February 28 release date feels monumental, marking a new chapter not only for REASON but for his fans, who have been eagerly awaiting a deeper look into his post-TDE world.
A Message for the Culture
REASON’s journey is a reminder that growth often requires tough decisions. His departure from TDE wasn’t a sign of failure but rather a testament to his willingness to evolve. “Not What You Think” captures this perfectly, blending slick production, a hypnotic cadence, and thought-provoking lyrics to tell a story that resonates far beyond hip-hop.
As REASON gears up for the release of I Love You Again, one thing is clear: he’s not here to prove anything to anyone—he’s here to remind us of what authenticity sounds like. So, while fans may think they know him, this next chapter is sure to challenge those perceptions, offering a fresh perspective on one of hip-hop’s most thoughtful voices.
Get ready for February 28—because REASON isn’t just dropping music. He’s dropping truths.