California rapper REASON used his relentless work ethic and stunning lyrical prowess to earn a deal with the West Coast powerhouse Top Dawg Entertainment. • A skilled basketball player, the Carson, California, native landed a scholarship to Northwestern College in Iowa and received an offer to play professional hoops in Greece. He turned it down to focus on music, a passion he’d developed in college. • His 2017 mixtape There You Have It earned the attention of Top Dawg Entertainment, the label home of Kendrick Lamar and ScHoolboy Q, among others. • On the same day he signed with TDE in 2018, REASON made a statement with his evocative single “The Soul.” He dropped a sequel on his 2020 New Beginnings album. • REASON was among the artists invited to the Dreamville Records “rap camp” that yielded the 2019 compilation album Revenge of the Dreamers III. He appears on the bouncy “Lambotruck” alongside Cozz and Childish Major. • His much-delayed major-label debut, New Beginnings, finally arrived in the second half of 2020. The album includes features from Vince Staples, ScHoolboy Q, Rapsody, and more.