How 1 Rapper Destroyed Hip-Hop's Favorite Label (TDE)
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- Опубліковано 7 чер 2024
- TDE was once my and many other's FAVORITE label in Hip Hop. Whether it was artists like SZA, AbSoul, Kendrick Lamar, Schoolboy Q, Zaywop or Rock - they had something for everyone. However, in recent years... Things have simply not been the same. And in my opinion, it all started with the signing of Reason. Although he's an artist who clearly has massive potential - he seemingly failed to generate the amount of hype his contemporaries had. But - after a recent podcast appearance on @BACKONFIGGG - it seems like the truth was unveiled. In a heated dispute between Reason and TDE's new co-president Moosa, Reason claimed that TDE was holding back his music, and even referred to Moosa as a "liar" and a "master manipulator" - after Moosa claimed that Reason was falsely pointing the finger and blaming his label wrongfully. ALOT to unpack here, I spent a long time writing this one...
This video is titled "How 1 Rapper Destroyed Hip Hop's Favorite Label (TDE)" but its important to note that the label itself also had a lot to do with the downfall as well.
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Louaista is a hip-hop professor. He could easily run his own class at any local college, hip-hop 101.
Thank you for the pin, it's a honor.
The glazing is crazy
@@Milan-vi1bq tiktokers have a term for everything, this isn't "glazing" or over complementing, it's something you've probably never learned, and it's something you'll probably never understand, are you ready, here it is, it's called "RESPECT"
You should try it out sometime Milan.
cap.
@@jordanunknown5128 nope, it's true Jordan, this probably doesn't make sense to you, because to you hip-hop is lil pump, or if you're feeling a little zesty some will Smith. You have a lot to learn Jordan, you should definitely consider louaista's hip-hop 101 course.
Tbh dreamville did a better job promoting reason with revenge of the dreamers than TDE
Haha soooo true oh my god
This is a fact! I heard of reason before the Cozz song but that’s really when his talent showed. J Cole did a better job finding reason’s strengths before TDE ever did.
Sad that a lot of people have said this or they thought he was a Dreamville artist and not a TDE artist
You Goddamn right Dreamville did better than TDE 😭😭😭😭😭😭😭😭
They need to buy out Reason’s contract and sign em to Dreamville
i think its so unfair to put all the negativity on Reason. him being signed to TDE at the time that he was really unfair, because nobody was releasing from the label. everyone we wanted to hear form was quiet for so long he became the punching bag. and unfortunately he didn't have that stand out factor that made him distinct from the group like everyone else did. i wish he would had been signed to Dreamville instead, i think he would have fared better and faced so much less hostility.
I kinda think Moosa was holding back. Cause when reason was saying all the EP’s they blocked I really feel like they listened and wasn’t feeling them. I feel tempers flared and they got outta line a lil bit but I agree he shoulda signed to dream like idt he compatible with TDE. When I first heard him I was like he okay but I didn’t get that same feeling I got when I heard Zay. I think they been tryna tell him he has to be more of him to be the artist TDE fans love. I just feel they don’t wanna hurt his feelings imo
Facts! Because SZA expressed similar sentiments as Reason prior to dropping CNTRL. There has been little to no push from TDE for anyone in their line up. Now are some critiques of REASON are valid in regards to the lack of either replay value for his singles. But he has some of my favorite features as it pertains to the wit and rawness of his bars. EOD TDE hasn’t been handling any of their artists well as of late. Dreamville has done more with half the artist of TDE from quality, to promo, to roll out. The only hiccup they’ve really had was mishandling Ari Lennox’s marketing in like 2020-21. TDE has gotten lazy with their artist and your can’t blame REASON for that.
@@IAmWizdom1000 I agree with you. I really think Top Dog be lookin for artist who are self sufficient. I think Kendrick and the OG members (even Zay) spoiled them cause they drive to make the music they wanted was beyond any other label. Ab Soul said in a song “I love indo but Due Dog love endorsements”. lol I think AB know his stance in the game. He know he not mainstream catchy but for him it work cause he spit that scientific, deep thinking shit. And soul can just flat out spit. So I’m thinking Top want his artist to find a way to stand out like Zay. Like bro said in the video Zays southern drawl and swag just appealing cause it’s fresh just like Souls intellect. Look how Jay Rock style evolved. He always had bars but just was missin somethin. Now he rappin with that Vice City style and it fit him. I really think the label don’t wanna hurt Reasons feelings cause they know he can spit but his music just don’t appeal
He wasn’t getting the same production either. TDE has some bangers and Reason debut had bars, energy, and subtly. No fire 🔥 beats.
@@terrellsims8041No beats. No fire. All Meh. Jay Rock has NO bars…( I’m lying. He got a few😂)… and all 🔥 beats??? They should’ve done a better job already getting him a fire single. That’s they ONLY job!!!
Dreamville has done more for Reason's career with the features on Revenge of The Dreamers III, D-Day, and The Creed 3 soundtrack than TDE has done the entire time he's been signed. He should definitely sign with Dreamville
Reason just isn’t as entertaining of a rap artist as Black Hippy and Isaiah. He was always a grade below those 5. Blame TDE if you want but I exposed Reason to some people and they were not blown away. His music is forgettable.
lol after that tape i became reason fan from Revenge titled track with lute omen and ari and childish
@@pettykingtjjcole is widely accused of being boring. Reasons music is on Brand for tde.
Ray Vaughn on tde has much more "entertaining" music and he's suffering the same pitfalls as reason.
It's not reason it's the label. No one had bad things to say about reason when he first got out there more due to dreamville.
@@westerngroovetvyou can’t tell me J Cole is widely regarded as boring when he’s praised as one of the greats BY THE GREATS and when he has such a giant fan base and does 300k first week. Also the label has nothing to do with the quality of music. TDE isn’t influencing me to think “damn this shit is boring” when I listen to his albums. He is dope but TDE fans are used to a certain standard. There’s nothing about Reason that makes him unique
@@pettykingtjbro did u just say Reason's music is forgettable that's the biggest mistake do u even listen to the niggaz music smh?🤷♂️☹️
This hurts. Been a TDE fan since around Section 80.-Habits and Contradictions time. They were always the label you could look to for releasing quality work. And it always looked like the artists were taken care of. Was my favorite label. They’ve been pretty much exposed at not being able to develop artists currently. SZA and Rashad of the current era are the only ones that have been developed properly. They really don’t need TDE. Especially SZA
Isaiah Rashad is and was the best ARTIST on the label next to Kendrick. It's a shame. Schoolboy Q was pushed into a Cali gangster persona that didn't fit his art. Another shame. Sza went sex and pop...... Last shame. Black hippy could've rivaled wu tang.... Disgraceful
@@dontdie777 Explain School Boy Q's art
Hey, another long time fan here. I just wrote another comment but you probably won't see it. My theory is that Kendrick was actually the creative engine behind TDE the entire time like he was basically the one coming up with the material for all of their albums and singles, or at least 75%. Then somewhere after DAMN he starts changing directions musically(we hear him trying out the Baby Keem style on the track Big Shotz) but Top probably didn't like it and thought they were gonna lose money going too experimental so instead of trusting Kendrick like he always had. They ultimately decided to part ways and that's when Kendrick starts putting out music through baby keem. There's been a few leaked reference tracks of Kendrick doing songs that are from even older Keem projects like Sound of Bad Habit, so this is stuff Kendrick was coming up with after DAMN. and The funny thing is that even sounds like a Kendrick album title... Sound of Bad Habit reminds me of Habits & Contradictions by Q. So yeah that's my theory and that's why all those other artists output has pretty much dried up and their new output is mid , because Kendrick was the creative engine for all of it and that's irreplaceable
There are quite a few schoolboy q songs that are some of the best most progressive sounding trap/hip hop tracks of the 2010's...have you actually listened to any of those albums? Groovy Tony/Eddie Cane is well worth listening to.
@@shamanic_nostalgia that theory makes a lot of sense and unfortunately I haven't listened to much of Q
Reason should sign to Dreamville. Perfect label for him. He's very talented and Has great genuine loving friendships with Cozz, Jid, & J. Cole.
I don't think that would be a good thing for dreamville. That might effect their business relationship with tde.
Yeah, but this misses the point that TDE isn't good anymore because Kendrick isn't there anymore and ultimately dreamville is inspired by Kendrick's energy. So there's just really no way that's going to end up matching it or changing anything ultimately
I love dreamville man
@@shamanic_nostalgia🤡
@@DaygoKid94 what business relationship with tde?? they are two different labels and have no tie to each other
Reason is a dope rapper. Sad to see TDE isnt such a supportive label. Label president is a disgrace
No.. no he’s not.
hes a cool dude, his music is not so cool
Reason came out with alot of potential to be great. His issue is he felt like he's a bigger artist than he is but he just misses the mark. I got both his first two albums and you saw the growth from the first album to the 2nd, but his 3rd album was lack luster.
what u expect he was a hood nigga who has a history of bein in the streets
I've been a reason fan for a minute, I wouldn't say boys weak I take reason over soul 😂😂😂
This is a TDE problem. They've always had a problem with promoting music. They lost the whole family environment that seemed to hold them down for years. They no longer collab. SZA was crying about no one on the label getting there verse into her in time and you barely see them featured on each other's music anymore. I understand the whole getting back to your own life and am very patient with waiting for music to drop but it has always been the promotion that is lacking, and roll out for their projects. Once they stopped the freestyles and mixtapes I saw a decline in TDE heavy. Hopefully these newer artists will get some more support
Reason is a dope artist despite what everyone saying about him not being that big of a star or what not I think his music is good enough to move. New Beginnings had a lot of dope tracks in general.
I knew things where brewing from their Championship Tour and not one song performed with each other. So much for family
Tde never really proved they could make an artist big anyways.
Tde was an underground label that happened to sign one of the best artist of a generation.
The other rappers success was off the back of Kendricks superstardom.
Who would know what a black hippy was if Kendrick wasn't a part of it?
Rashad Joined at a fever pitch where Kendrick was huge and the other rappers were at their peak.
Rashad was introduced to us with a schoolboy feature at the height of schoolboys popularity.
Another thing I'll add is their rap artist ray Vaughn.. his numbers aren't that good.
Then look at the numbers, longevity, etc of the new ab soul. Crash talk by schoolboy. They all went.. i don't wanna say downhill, that might be extreme.. but there wasn't the same hype excitement and push of those artists and it showed in the numbers and how well the albums stuck around and are mentioned.
Tde was empowered by raps true core fanbase for being the last beacon of real rap in the mainstream. That they were a group of rappers who would be making this music if they were homeless. They got on and moved away from that aspect and it was never the same since.
No more black hippy. Barely on each other's songs. No more random freestyles.
It's a shell of what it was. What tde meant to hip hop is no longer. It used to be the place ppl pointed when they wanted to demonstrate excellence while remaining true to the craft.
Now what is tde? Bbl's, leaked sex tapes, numbers going down, artists complaining, co president talking crazy.
Not every artist is going to be Kendrick. No longer will the artists have the opportunity of Kendrick to feed from just to get eyes on their stuff.
Go look at the tde UA-cam page. Look at the numbers there.
There was a time where anything dropped on that page went up.
@@westerngroovetv I can tell TDE artists have 360 deals and don't own their publishing, including Kendrick...
TDE artists don't care to do features because they don't own their rights meaning they don't get paid.
THIS COMMENT.
I'm happy that I came of age in the early 2010s. TDE, Beast Coast, Odd Future, A$AP Mob, Dreamville, MMG, all big crews and labels that had their own unique styles. There was such much good music being made during this time, and a lot of legendary collaborations. I wish I could say that energy still existed as I write this in 2023.
I’m 23 & loved seeing the growth of Hip-Hop over time. Such a dope era 2014-18
It sucks now, nothing but trap. Real talent isn't exalted, just what goes well on a tik tok video
Early 2010's were really hip hops 2nd golden age.
It still does you just not looking in the right places
@@supermarxmore like 2000s
In defense of Schoolboy Q, he focused on his family and got into playing pro golf so I understand whats important to him. Sza now has a mainstream single Snooze on heavy rotation on radio and a solid great album worth the wait despite how much she used to cry online about hating her deal. Kdot left TDE & now on his own doing things on his term. Punch is very strict when it comes to the process of making records & shooting music videos which prolongs the release of his artists. Plus, people kept crying for AbSoul n when he did drop, it wasnt streamed or sold well so fans did all that crying for no reason. Cant blame the label themselves if fans/supporters dont do their part imo
what Soul said "EVERYTHINGS BEEN DONE EVERYTHINGS BEEN SAID" SOLO HO
SZA still kinda did consistently complain about TDE. After she dropped SOS she said she was done with the music industry and wouldn’t drop again. 🤦🏾♂️☠️😂
Solo has been trying to take Kendrick’s spot in TDE and while he’s great in his own right, we do not need clones.
This is perfect this sound like one of them high school movies where at the end they talk about where everybody life at 5 years from now . But its facts, and man, I know they may talk like that behind closed doors, but the public don't know that so seein the way that was conducted is painful because in no way does that help Reason, or TDE, just made it worse.
FACTS. Ab Soul had the best album of 2022 and one of my favorite albums in years, but it didn’t even crack billboard. The fans need to support more and TDE needs to promote more.
The label is messy and the artists release stuff every 4 5 6 years
You cant survive in the industry like that
Frrr. Sad to see cuz this label was home to some of my favorite rappers
talk about Isaiah Rashad getting caught sucking dicc lol that's a reason lol@@louaista
@@louaistait not even the label it’s seems to be the artist more than anything
That's why people need to go Indie.
But they have…
Reason’s situation is crazy. The fact that the “president” wanted to call in and PUBLICLY go back and forth with a current artist is CRAZY! Reason is clearly on the wrong label. He needs to move to Dreamville ASAP. They seem to appreciate him over there. It’s clear that TDE has problems. Like, how long was SZA sitting on this project?! She was complaining about not being able to put out music for what?! Let these artists cook!
TDE use to have an aura about them, so they tried to preserve that aura by not dropping. But if you bring a new artist in you have to establish him. And if you bringing him in a room full of greats, you better make sure he can perform on they level or don’t sign him at all. Moosa set him up to fail.
Moosa is not acting like record label exec. That isn't how execs conduct themselves in public.
That’s why Kendrick left
Why nobody talk about Zacari
*Snoop Dogg voice: Who!? 👀
Because he hasn't really put out an official album...just like lance skiiwalker he isn't talked about either
Because they signed Ray Vaughn
Literally like they have Zacari, Lance, SiR, and Ray Vaughn who also don't really have mainstream hits either. Like idk why Reason gets all the flack when they aren't as pushed either.
@@erboch7124I mean, this video is kinda making that point of TDE being ass in general . Reason is just the most glaring example of it
they were not hip hop’s favourite label and they haven’t been destroyed
Yeah they just flatlined. 🪦
Nobody showed up to his album release party that tells you everything you need to know
They definitely didn't promote him enough. This is my first time hearing about Reason, yet I knew of every other TDE artist even if I didn't listen to their music.
Same, I had no idea Reason was out there.
Reason was around way before them too
They promoted him a ton on all of their pages. His music just hasn’t resonated with new audiences. Only his freestyles. But rap ability doesn’t translate to songwriting ability.
Dreamville next please, I liked and sub.
Reason was around before and than has been signed to TDE
TDE ain't pushing Reason. I'm not gonna say he's the best out, but neither was Kendrick when he started. There are like 4 different versions of GKMC that we probably will never get to hear. Think about that. The time and effort it takes for an artist to develop and make the art that people will love can't be taken for granted. Reason has potential. You can hear it on his newest project. He needs the time and tools to cook. Like many artists do.
Tbf niggas knew kendrick would be one of the best when overly dedicated dropped.
K dot been A1 since Day 1
Kendrick was one of the greatest rappers before TDE IMO
Kendrick was amazing since day 1 what are you talking about? 😂
@Pacmaneman being amazing and being the best out are 2 different things. They're not mutually exclusive.
Moo was brutally honest, he’s telling him that a feature isn’t going to help anything you’re music gotta stand on its own
Exactly
We’ve given TDE too much credit for the success of black hippy, Isiah Rashad and SZA etc. These were generational talents and/or superstars in some right. Reason, Ray Vaughn, and Doechii (who is the best out the three and has the most potential) are not there yet and may never be. They have a place in the industry, they’re talented. But the label will have to work harder than they did in the past for them to be able to get value out of them there
This.
They weren't just generational talents. They were part of a solid team, with a mixing engineer who was family, and managers who had known everyone forever. Y'all just say things on here. Wale is a generational talent and that still didn't help the fact that he was constantly signed to the wrong label.
Doechii for sure has star potential its honestly already there as for Ray & Reason I can see them having fairly successful careers just dropping consistent, high level projects & touring neither of them scream star but put together great bodies of work with very high level rapping.
On a different note, we haven't given enough credit so Kendrick for the success of all of that and all of those artists because that's what was actually happening. It was basically his label and he was supplying all the music and ideas for it and his success was bringing in all the top production and money to continue doing this at higher and higher levels and once he decided to move in a different direction that wasn't compatible with the artist he had available to him and it wasn't compatible with what top dog was comfortable with really seeing and feeling comfortable with. Then he moved on to PG Lang and baby keem
exactly
TDE had such a strong UA-cam grind back in the early 10s, but the grind has slowed down now. I'm guessing the bigger the roster on the label, the less focus there is on the artists. Almost like growing up in a house with 1 sibling vs 5 siblings 🧐
The thing is reason isn’t being handled the same way as the first generation of TDE artist. This would be a completely different conversation, because the fact of it is, he’s just not being pushed as much as Kendrick, Ab, Q or Rock. I’ll even be daring to say reason isn’t getting the push Isaiah Rashad even got & that’s definitely saying a lot. Reason makes great music despite what a lot of people think & or feel based off of a few reviews.
Seeing that pic of SZA made me realize just how much work she's done to her face. She looks like a whole new human
This is the reality of the society we've built for our black women, they don't think they are good enough its sad really.
Quality content and investigative journalism! As a Day 1 TDE fan to me, TDE was at its best when Black Hippy was the primary focus in terms of developing and promoting artists on the label. This is when the label felt like a family to the fans and you could hear it in the quality of the music because they appeared on each other's projects, making each other better, developing chemistry and genuinely supporting one another. SZA and Sir made sense to me too because they brought something different that the label didn't have already and they could develop them the same way.
I still LOVE what the label brings to the game and I give all of the newer artists a fair spin because I trust the TDE machine. I think the root of the unfair criticism Reason and many other artists get on the label is because the bar is set so high when you compare them to the ones that came before them.
Additionally, I think the label has too many artists on their plate to develop them in the same way they did with the founders that came before them that are successful enough now to not require as much label support like Dot, Q & SZA.
For some, the label just isn't a good fit, Reason being a prime example. Like so many others I think him being on Dreamville makes more sense.
I used to love how all the TDE members would change all their profile photos to the newest TDE album.
I remember at one point Kendrick, Q, Soul etc all had Ctrl by SZA as their profile pic.
I loved that. I feel they don't that anymore
This was one part that really stood out; the way they projected themselves when albums dropped. It's so painful to see them fall apart.
I wonder if they all fake friends
I was die hard TDE fan and it’s sad to see the label falling apart. I’m going to be honest I don’t think TDE will ever find artists as big as Kendrick, Q, Soul, Rock, Zay, SZA and SiR. When TDE added Reason, Zacari, and Doechii I wasn’t moved at all and can’t get into their projects. TDE is terrible at promotion and dropping singles/albums in a timely manner. I always joke with my sister that once someone drops (Zay, SZA, Rock, Q, etc) it’ll be another 4+ years till we get another album 😭 Ngl tho I’ll wait those years because I know for a fact that whenever Kendrick, Q, Zay, etc drop it’ll be worth it.
On another note let’s be real Moosa shouldn’t even be Co-President, only reason he’s in that position is because of his father. Moosa is hurting TDE more than helping. What Co-President trashes their artists publicly on a platform?? He could’ve sat down with Reason and had a genuine discussion about everything but nooo he wanted to be petty and use his label status to humiliate his artist. 🤦🏽♀️ Kendrick and Dave left for a REAL reason and I’m pretty more TDE artist will follow suit once their contracts have been fulfilled. Reason needs to either join PG Lang or find another label who respects his artistry. It’s f’d up that only one label mate supported his release party.
Well said, With Kendrick leaving they should use it as a sign they are reaching their downfall
Because reason went on multiple platforms bashing the label when he could've sat down with tde and addressed his problems so I don't blame tde for addressing it publicly
Always felt Kendrick and Dave left cause there was some bs going on although they probably would've started their own thing regardless. There are many signs of a mess on the label throughout the years though. Odd cause they don't need to go mainstream and built themselves from the Ground up. How could they mess up with ask that talent and momentum they had smh.
TDE FELL OFF BECAUSE THEY CHANGED THEIR FORMULA AND THEIR SOUND……..Reasons and Kendrick’s last albums were garbage 🗑️ Too commercial and the production was trash 🗑️
Zacari and doechii are prospering your comment didn't age well shawty hate to tell u
I'll be honest, I never knew Reason until his stuff with Dreamville. I respect him for sticking up for himself when he was attempted to back down. TDE at this point is just a legacy of the past.
I’ve always loved TDE but they’ve done nothing beneficial to help REASON at all. One thing I always loved about TDE is they’d ALL push one artist at a time. Whoever was up next, every artist/management made sure the fans were aware. The fact nobody even knew that Porches was dropping shows how little the label actually cares for REASON. It’s sad because he really is one of the most talented Emcees out rn. Il ride with TDE to the death but they’ve gotta do better. Herbert was amazing, THIB was flawless, Porches was amazing and SOS was nice too. Let’s hope a new Rock & Q album is coming soon.
Reason has always been mid to me. And he never gave off that TDE vibe that Soul, Schoolboy and K Dot possessed
And you see what TDE has done with Soul
Jay Rock made them notice to the world and Kendrick Lamar got them big and took them to the next level school boy q kept them hot......they fell off not dropping album's and Kendrick left and they kept telling lies about the black hippie group and they stopped the j Cole and Kendrick joint album's 💯🔥
Can't roll with Reason being the reason TDE is tanking. The artists not putting out projects for insanely long periods of time and Kendrick leaving did more damage than Reason ever could've.
I hate to say it but honestly without Kendrick would TDE have ever been anything?
i've been wondering about this for years now! thanks for the dive into it
I think it's both "reasons."
For one, I don't notice any creativity and ingenuity on Reason's part that the other artists possess
Second, TDE isn't handling business in a professional manner. This is pitiful on their fault.
double edged sword man.
How is an artist supposed to develop without their record label supporting them? Everyone we know from TDE didn't start out being GOATs. And most of them still aren't. But they grew to be great over time. It didn't happen overnight. It almost never does. Idk what's going on over there, but it's unfair to Reason. And to all the artists over there now.
@@triplezeroxz5875 a talented artist doesn't need surrounding people to get (or really help) them express their vision. That's up to the artist to express they way they know how.
Reason got the feedback that he deserved, now it is upon himself to ask why does he sound milquetoast as opposed to his predecessors, and what he can do to stand out.
@@triplezeroxz5875 Honest feedback is the only way you will grow, but no one can grow for you.
@@coneychannel146 there are 4 different versions of GKMC that we never got to hear. That's a lot of studio time and energy spent on a single artist's album.
And that's with other artists like schoolboy q giving us the iconic hook on Maad city for example. Who knows what other artists potentially did on those other versions, not to mention the verses we heard on the final product.
Or when you consider songs like THat part, which has every Black Hippy member at the time, the Heart part 3, the Black Panther Album which is just the closest TDE has gotten to a 'Revenge of the Dreamers'
All these are projects more than just the primary artist is involved in
How many songs does Reason have with other artists? Not many. How many projects did Reason have other artists/people in the studio with him just helping him develop his sound? Who is in the studio with him helping him decide between 2 or more different versions of a song, let alone entire projects? Something changed at that label. Yes Reason has to do what he has to do but so does the label, and they aren't doing it.
Btw, ironically, one of his best verses (to me) wasn't even on a TDE project, but on a Dreamville project- ROTD3.com. The song Lambo Truck. I think that says something.
Reason style is better suited for Dreamville.
He nice but don't have the TDE sound
Similar to how I wish Westside Boogie was on TDE
I don’t think either are at fault. I think Reason arriving to the label once it was established as a powerhouse may have altered his expectations & when they weren’t met he expressed his frustrations. At the same time TDE wanted to give him a shot and they have allowed him to release more than any other artist on the label since he signed. Unfortunately the demand for the prominent artist has indirectly affected how Reason is viewed. The biggest mistake was done on both sides by making their frustrations public
IA. I remember he was dropping a lot of music and was being promoted by the label, but there were always comments complaining that they wanted to hear from the other artists on the label and pretty much dismissing him.
The thing that people have to notice is that TDE never really pushed wn artist on their lonesome when you truly look at it. They're more of like a talent agency in many respects, the name TDE is what's used to chop artists up to other bigger distributors. Proof of this is in how all of the artists that sold major units had an interscope and/or Dre cosign.
Truuuue.
If we keep it real.. tde artist got famous bc Kendrick lamar became a fuckin super star in such a small intimate label. It's like how there's plenty of really good receivers in the nfl, but if you're one of tom bradys receivers you get a huge boost in ppl looking at you and checking out what you can do.
I love the black hippy artists but who would even know what i meant by black hippy if Kendrick went to another label instead?
Rashad got with tde when their popularity was at a fever pitch.
The same issues i see them have with reason i am also seeing them have with ray Vaughn. They have 2 new budding artists that don't seem to really be getting the same looks when Kendrick is on a hiatus and not doing music with them.
Baby keem got poppin off a Kendrick feature.
I love your analogy of them being talent scouts. I was a carousel girl growing up. carousel just the name of an enclave of houses that bordered Wilmington. tde is a bonafide company in Carson, California. Talented people did not have to switch coasts, states, or areas to get a chance. I am always hopeful that people try to improve themselves as well as others. i liked your comment as well westerngroovetv
That's because they were all a roster of artist for Kendrick Lamar. He supplied all the ideas and material and then later on through his fame and power and money supplied the best production in the world and even more good ideas for songs. And they were all eating off of great albums for several years and then he decided to move in a different direction and it didn't work anymore. But yeah they never had that push individual artist because it was all Kendrick's vi been energy being pushed through quality different artists together through his own rising fame due to him being this 🐐
@@westerngroovetvall of these artists you mention are basically "ghost artists" for Kendrick. Each of them is like a different paint brush for him. Schoolboy Q. He used to paint a gruff gangster sound. Jay Rock something smooth for the hood.absoul something conscious for the heads. Isaiah Rashad now we're getting more experimental. But not enough now He had to move in different direction and used baby keem.
Its really both. TDE had a moment with members of Black Hippy. Reason had huge footsteps to fill. TDE should've adapted their strategy, because Reason has quality, it just works in a different Lane and is more so quantity over quality. As Reason says: We have two different paths. Reason is intelligent, and wants success, TDE wants another moment, this is where it clashes. Devin the Dude has an amazing song that speaks on wanting more than you already have. Iykyk
The main difference is Kendrick. Lamar was a creative genius and all the material that came through him was great even when it was mediocre. Reason is just another artist and there are lots and lots and lots and lots and lots of really good artists and rappers out there but they're just not good enough to really stand out in the millions and millions of artist. People have access to these days through the internet and I don't mean to say it in such a negative way but reason is just another good rapper and everyone else was getting fed by the 🐐
@@shamanic_nostalgia It's not Kendrick alone that made the success he had. It was the whole camp. It was the combination. That was the moment. Period. Kendrick is the goat regardless, but that has nothing to do with what i said before.
TDE should've signed Buddy. Don't know why he hasn't dropped since his debut in 2018... but that was an incredibly dope project. Revenge of the Dreamers 3 he also killed every track he was on.
Anyone know what's up with him? Why no new album since 2018?
His last album came out in 2022
He’s had 2 albums since 2018. One in 2020 and the other this year
Buddy deserves better than TDE
He just dropped a new album
Yo real shit your video format is awesome. Thank you for getting straight to the point no bullshit back stories and I’ve heard of Reason and saw that he wasn’t getting much shine as he should’ve been on TDE but had no idea about this shit with the live stream.😮
Somehow caught this. I dont know anything about this subject but decided to watch anyway. Just wanted to thank you for the video. Learned a lot and enjoyed this a lot. Keep going man!!
I blame the label, you can’t have almost all of their artists in their roster complaining about the same thing. In today’s music landscape it’s easy for an artist to lose relevance. Sitting a long time without any release in sight people move on and forget about you, it will be 10 times harder to get relevance again compared to starting off completely. I think Dreamville was going to do a far better job for Reason.
This is what I hate about society these days. I'm the type to wait forever. I remember when Lloyd Banks announced his Course Of The Inevitable album. folks thought he had disappeared, but he had in fact been releasing mixtapes, though he took a brief break between Halloween Havoc 3 and COTI. Still, nobody had known about HH3 or whatever, but they blamed that on him not being on a major label and putting stuff on the radio. I personally don't think you need to put something on the radio or be on a major label if folks really like you. Anyway, he managed to become relevant with others again, though I'm certain they'll be quick to forget he exists if another four or five years go by without a release. I won't though.
@@TheCreatorNFE it’s the sad truth, things are now at a fast pace the music scene is constantly evolving and changing. You just have to be consistent and be where people can see and hear your music. It’s not like back in the day artists sit 2 to 30 years without releasing working on a classic. Today you listen to an album once or twice and then on to the next one. There are too many artists releasing it’s hard to keep up.
@@brianmolele7264 Eh, not for me. But, since I'm into music and make it myself, I keep up with A LOT. Do I listen to it all immediately? Nah, but I have a bunch of music on my computer. I don't use streaming services, just download and go about my day. I prioritize music by Lloyd Banks, Curren$y, Willie The Kid, Vinnie Paz, Flee Lord and Smoke DZA just to name a few though. However, I'm pretty caught up on everyone that matters to me regardless of who I put first.
It is indeed the label’s fault. Reason himself said the album was done 2 years ago. That’s right before Mr Morale dropped. Also, where is the push for lance Skiiwalker? Where is the push for SiR’s new project? Where the hell is Jay Rock?
@@joehawkins5901 yeah that label is tanking fast. Those are their AAA artists that they are snubbing. Lance released his project independently by the looks of it without the labels approval. He released it on Bandcamp. No TDE footprint on sight. SiR on the other it’s thanks to his brother featuring him on his albums that at least we hear his smooth voice and proof of life.
Really enjoying those vids man, videos informative and chill, keep it up g
Reason is a good rapper. The production and artist development is nonexistent. There’s no way that a rapper on the same label as lyrical heavyweights that understand song structure, should struggle to put together an album with solid 3minute tracks. With TDE’s line up, he should be able to brainstorm and produce an album with at least 5 bangers. It’s the label’s fault that no one can name 10 songs by Reason. The label does marketing and promotion. The artist does some promotion, but that responsibility sits in the lap of the label.
Honestly, I rocked with reason from the first album but reason is literally the ONLY ARTIST who has DROPPED THE MOST since he got signed albums, singles, ep
So I’m pretty sure TDE doesn’t let their artist drop so they can keep them under the label longer and make them tour 2 times off one album to make more money off them
REALLY? Ab-Souls last album was easily my favourite album of the past 5 years. Schoolboy Q is gonna make bank as well.
Keep dropping Reas 💪🏾
i was deep into hip hop back when tde first started n i was into hip hop exclusively for last decade until few months ago nd i live online nd this is honestly first time i ever heard of dude
Great content man
Thanks G💪🏼
Thanks for the amazing content Louaista
TDE had stopped doing what they did for old artists for Reason ... they put ALL sources together for 1 artist they focused on, that's why they had that order rotation that was dope ... then nobody was dropping, Ken 5, Ab 6, Q 3, things changed up there and Reas got there at the wrong time smh
Reason thrives in live performances, they should have him tour and open up for other TDE artist. He's passionate and has the talent he just needs to keep releasing music until he makes that 1 explosive hit.
I heard him on alot of features before and always liked his style, then in the beggining of 2023 i looked him up and I love New Begginings. I have the whole album in my playlist and have already listened to it at least a 100 times. I never knew he had so much hate and I just dont get it. Hip hop is my life and I adore bars, rhyme schemes, flows, melodies, rythms.. Everything involved I'm in it since a kid. So I deffinitely know when something is fire and trust me REASON IS LIT AF!
Hey man, just discovered your channel and i have been watching since ur latest video to this video. Im addicted to your videos now. Dope man ❤🎉🎉
I'm not a fan of reason at all but honestly regardless he has a following and people want to hear him. He deserves it no matter what to share his music too and I hold the label responsible for so much. This whole video alone says enough for me or anyone to see this ain't the TDE we knew. I remember waiting years to hear isaiah drop anything and that drought was rough. Hopefully reason can find a new spot or maybe things will change for the better? Either way I hope everything gets better for all of them up at the label. God bless.
Bro keep up the good work. Love your videos 💯
Appreciate it fam 💪🏼💪🏼
Strong content, but title of the video does a disservice to Reason. Wasnt much about how Reason specifically was the downfall of the label, just that they were already lacking...
Anyways dope video regardless
02:16 ayyy thats me! Great video brotha 😂🙏
Excellent video man
They feel like they established themselves with the success of their original roster and their days of developing artists are behind them but they fail to realize that’s what people gravitated to them for. Their touch and curation was a breath of fresh air in hip hop but their too ahead of themselves to realize that.
BEEN waiting for someone to talk about this! Reason's album New Beginnings is so so slept on! Thank you for this man! 🙏🏾🇿🇦
Bro that's the best craft coming from rap music and still it being slept on yet some keep talking shxt about Reason's music 😔
I love Reason & his work. Idk why he is getting so much backlash, this is surprising
Porches is a major AOTY contender for me personally. The major problem is what Reason said… he hasn’t been allowed to drop. Either that, or simply TDE is promoting him and engaging with him enough to get him heard by more listeners, which is a fact. Porches was announced one week ahead of release and people barely knew. I follow a majority of TDE artists… outside of Soul, Isaiah and MAYBE Q, no one reposted or announced his album. They just simply don’t put in enough work or support for their artists and the cracks are showing immensely. I personally love Reason, and I hope stars like him and Doechii leave TDE soon, before their careers start to crumble due to lack of care and poor execution
Porches is super average is in no way shape or form AOTY.. stop pushing average shit
Dreamville is THE label. They helped push Reason up a lot.
Dope video man
10:23 the echo on the laugh 😂😭 like it was cutting straight to his soul lmfaoooo
Bru.. alot of these comments about Reason got me trippin... yes, some of his songs feel lacking. But MOST his music... got soul and have a story/message. And if you dont catch how great this man is with the wordplay and double entendres, i feel bad cause its impressive and your missin out.
His name is fucking Reason. Let’s get him and Logic on a tape together and call it “The Age of Enlightenment” or “Battle of the DAWs”
man 2010 tde era was legendary remember first hearing section80 back in highschool 2011
Good video my G.
I've enjoyed almost all of tde releases for years,and like a lot of Ray vaughn stuff also.
I have been trying with every release from reason to rock with him and nothing ever sticks. Just average music.
His older project was the only thing that caught me and had a few good tracks
He's an artist in development, his label is suppose to set him up to win, they left him hanging.
My first time coming across one of your videos. I'm interested in your culture. And your ethnicity background. You have any videos on that?
Reasons new album is actually fire man
UA-cam highlighting the sub and like buttons when mentioned in video is wild, also this comment drives engagement, i bless you louaista
How tf you get to 1M in a year and a half?! 👏👏👏🔥🔥
The growth is real!!!!
Nevermind… just watched the Rich The Kid vid and found out.🔥
Reason obviously has great talent. I love the what he was since the very beginning but I was already open to using new people at the time. If other people are like me, then majority of the time you listen to new people when you here other people play them over and over and you become curious or an artist you already like features them. For Reason, I can only think of AbSoul and SZA jumping on a song with him. If they aren't helping each other, then fans of the others probably won't hop on the bandwagon until their ready to try something new
Ngl, regardless of the amazing diverse talent TDE alr has, they suck at managing em. Feel like it’s in Reasons best interest to find a better label that’ll give him what he should’ve got years ago💯
@Louaista whoever is doing your video editing, is top tier 🔥
I feel like Reason has a core fan base that likes his music. Including me, I like New Beginnings… majority of that album I still play today🔥
Also, when you love creating something like music; it can get lost in the “numbers game” and I know for a fact that can be frustrating asf
What made TDE legendary was black hippy. Some of the most talented artist in the game with all different approaches to music working together on songs. Not even just there collabs q talked about how they all listened and critiqued his music. They lost that "we all gotta eat" mentality and its sad that reason and sza was the only one who still wanted to eat. Reasons best used his talents in lambotruck, when he finally had other great mc's he was working with and off of.
Jay Roc had a snippet that never came out. That shit sounded hella bomb!!! And it was never released on his album. I think the snippet is called "Still"
That last album Reas dropped was actually an absolute banger. Classic record in my books in terms of quality
Reason is dope af! I bought vip tickets to the Jay Rock Redemption tour & I got a chance to meet him in person. I heard only heard "Situations" a week prior. He opened for Rock on the tour & I was a fan from that moment forward cuz he murdered the stage!
So I have kind of a controversial take on this, but my running theory is that Kendrick was actually the creative engine behind pretty much everyone's albums and output during that whole 2010s era. It's not that Kendrick was necessarily ghostwriting in the traditional sense. I'm getting the impression that Kendrick is so creative. He comes up with so much different ideas for songs and choruses and verses that don't necessarily mesh well with his particular sound and career, but is great stuff nonetheless. So he finds other artists to basically perform it for him and put their own little spin on it together and then paired with a team of really good in-house producers with good chemistry, That's why every album that was coming out of TDE for a few years was pretty damn good. Especially the schoolboy q albums IMO are pretty underrated. And if you go back and listen for the Kendrick undertone in most of it, you'll probably hear exactly what I'm talking about and I mean it as a good thing. I mean it sounds amazing. But the way I started to catch on to this especially was when it became clear that Kendrick had written a lot of baby keem songs and hearing the leaked reference tracks from baby keem projects that were actually a couple years old like back when he was taking a break after the DAMN album... And I started to wonder is this stuff that Kendrick is coming up with but wouldn't want to release under his own name because it would throw off his career image? Then one time I was listening to a track called Big Shots that Kendrick did with Travis Scott around 2018 I think and I noticed Kendrick was experimenting with a very different style on that song and I had never really noticed it before. But this is basically the baby keem style and I started to realize oh he was experimenting with the style on here but probably decided against it and decided to maybe find another artist to work with on this new style. Kendrick is very forward thinking musically and he is probably already been thinking ahead trying to figure out what the next iteration of hip hop or what the next genre that is really going to take over is that he is going to want to be able to release music as and still maintain his image .... what I'm guessing probably happened is that he had a disagreement with Top Dawg about this.... Kendrick probably was saying that he was thinking about switching the style up and moving in a different direction musically and Top probably didn't like the idea and thought maybe they were going to lose money going too experimental instead of trusting Kendrick like they always had, and Kendrick probably ultimately decided to drop one more album and then split from the label and go their separate ways and then he established PG LANG to start working directly with Keem and a new cast of artists. The other thing that really convinces me this might be the case Is that all those other artists output has pretty much dried up since Kendrick started working with Keem. Not much going on with Jay Roc and especially Schoolboy Q(pretty sure the chorus from Studio came from Kendrick)... But when I listen through most of Baby Keem's music now I can really tell. Especially if you pay attention to how Keem talks about a lot of mature and complex subject matter in some of his songs that doesn't necessarily seem like it would come from his life experience. In fact, sometimes he even riffs on about problems that come from being rich and famous and especially like a couple years ago Keem was very young and unknown and looking back on it now It just seems kind of strange some of his lyrical content but when I put it through the filter of it being something that Kendrick wrote it actually makes a lot of sense. Just as one quick example, and there are many, go listen to the song " No Sense" by Baby Keem and then tell me do you think the lyrics sound like they came from him or like they could have been written by Kendrick? Also helps explain how he had access to such good producers on his very first projects....One of them is produced exclusively by Cardo. Also take a minute to imagine the insane amount of instrumental production Kendrick must have access to, I mean probably for several years he has had all of the best producers in the world sending him stuff, he probably hears tons of stuff that he likes that he's hearing before anyone else that he could totally have dibs on. And maybe he's even having ideas of how to flow on this song, but he knows he could never actually release a song like this under his name... You start to see how this would work for him to have other artists to feed material to. And really stop and think.... Do you think Kendrick really let everyone on the roster write their own verses for the BET cypher? Or do you think Kendrick could have written the whole thing or at the very least, gone through and heavily edited and modified everyone's verse and establish the order he wanted it to go in before it got to him?
in conclusion, Kendrick is on another level entirely. Creative genius.
Thanks for reading
You have a point
Go listen to Groovy Tony "Fuck my image I need to Drop, I need a 'blank face' right before Jadakiss go
Kendrick also wrote all of Goosebumps.
But whenever I remember them I try to point out lyrics that don't seem like something Keem would say but Kendrick "it's a lot of sponge around me, raps sons around me, get the fuck from round me"
Wrong
REASON IS A DOPE MC PERIOD, He did NOT get the push from his label that he should have gotten, i see a lot of people in the comments dont really understand how these labels and the industry works, its very sad to see TDE go down like this, they definitely were at the Top but something has definitely broken inside
Man this my first video with you it's alright some guys talk in circles but nah reason was sick as hell Brody we don't gotta listen to your music like somebody owe it cuz you tde sza tde only hope
“You not that good dawg, who told you, you nice” cam’ron 😂😂😂
SZA said same thing about her label preventing her from dropping songs.
Yeah RCA is dogshit
Im gonna have to side with Reason on this one, Whether you think the artist is good or is trash it would look extremely bad if you don't promote their work or at very least work with them or at least let them drop, they would be destined to fail. TDE clearly didnt learn from GOOD Music with Desiigner
The new Schoolboy Q album will give me all the answers I need next week.
Honestly their problem is treating their new artists like they did the dream team. Dot, Q, Soul, Rock, are just in a league of their own. Their music was so good waiting 4 years between projects with minimal marketing was nothing to fans. The new guys just don't have the juice to drop off the radar and then drop an album expecting it to do numbers.
Reason is an excellent artist. Wasn’t a big fan of his most recent album but New Beginnings was amazing imo and his music before he signed with TDE gives off similar vibes to the other TDE rappers before they were mainstream
I thought New Beginnings wasn't that bad. Some songs had to grow on me but I grew to enjoy it.
What's the song briefly playing at 1:08-1:11? Sounds like 21 on some kinda blues percussion or something.
i would like to see reason get together with other artists or do full collab projects with other people who push him to be better. i think a track with him and grip could go wild
TDE didn’t even push Mr. Morlae and the Big Steppas. TDE is definitely at fault.
Kendrick is not their artist anymore so why would they??
@@AlbySoundOff But that Album was still under TDE. They still needed to push that.
@@MarkYeeDaMajor you right but only 50%, the thing is they have their a list artist not drop in years. Some of the fans of tired of that. Outside of kendrick only schoolboy q is promoted everybody is on they own or never release as well. They acting like a major label, sign a bunch of artist and shelve some.
@@AlbySoundOff Thats the point im making. TDE is mostly at fault. No artist should ever be on they own when signed to a Label. Album releases don’t take 5+ years.
@@MarkYeeDaMajor that depends on the artist if you look at history not every artist was that consistent usually has to do with the label. Top Dawg isn’t the first to do this
TDE fell off once they only started focusing on Kendrick’s success, even though all the Artist are great in their own right, TDE talks about only Kendrick once his mainstream career popped off
I would disagree slightly. I don’t think they focused on Kendrick’s success, their problem was that they were relying on Kendrick’s success to keep them afloat. Although I respect the quality over quantity mentality they have at TDE, they’re also not pushing their artists to keep up their momentum. It took 6 years for Ab-Soul to drop a project. That’s career suicide for an underground artist like Ab-Soul. Kendrick and Lamar and SZA were able to successfully drop an album after a 5 years wait because they are established artists with a huge fan base. But Ab-soul is different, and although his album is great, the buzz that he had has died. Ab-Soul at this point in his career is not gaining new fans, and if he is it’s so minimal.
I never knew any of this shit about TDE all I knew was they artist wasn't making music ,thanks for this!!!
TDE is the problem. As of October 2023, Schoolboy Q hasn't dropped since 2019, SiR hasn't dropped since 2019, Jay Rock hasn't dropped since 2018, SZA took 5 years off before SOS, Kendrick took 5 years off before Mr Morale, Ab-Soul took 6 years off before Herbert. They have this quality > quantity mindset that worked really well in the 2010s but isn't doing what it needs to do for their newer artists in this new music landscape
Yup and they don't support the tours of their artist well. Isaiah and Ab has bare bones concerts it's a disgrace they are sitting on all that talent
I like quality over quantity when it comes to music, but 5 years for any artist is crazy. The internet will forget about someone within the year. That’s just how it goes and they are all talented for sure, but at this point it’s becoming wasted potential more than anything.
That Herbert album was worth the wait🔥
Schoolboy was going through personal issues
What people seem to be forgetting is that TDE is an independent label. The only artits that got so big that they grew bigger than TDE are Dot, Sza, and Q. And Q been steadily declining since Oxy. Kendrick doesn't run TDE like Cole runs Dreamville. He can't just throe the little guy on his back and push them to stardom. J Cole is waaaaay bigger than his label. His solo albums quadruple his record label compilation tapes in sales and streams. He can put his artists in the spotlight and he also benefits from doing so considering hes their boss. TDE was never meant to be this huge radio hit/mainstream label. It's a massively successful indi homebase. Giving artists freedom to operate on their own schedule and explore their artistry. It isnt Young Money where youre just shooting for nunber one singles and then filling the other 12 songs on your album with bullshit. They also want the artist to build their base. Not by being on the radio all the time because thats not genuine but by actually getting real fans by putting in the groundwork. Yall be talking waaaay to much for people who don't even understand what TDE and Dreamville are in comparison to Majors and then also not seeing the difference between the two. Kendrick pushing Keem and PgLang hard as shit now. Keem more successful than everyone at dreamville. Do you understand?
Things to note. Dot left TDE. PGLang is his own label. SZA has also had public falling outs with the label when it came to releasing music, so this definitely a management problem more than anything. Top and Punch gotta get their shit together.
Preach
@@justinjesse2107 Top and Punch don't gotta get nothing together. TDE wasn't some big ass label that put Dot and them on. They just provided a safe space and support. Reason ain't popping cause Reason ain't popping. TDE ain't Interscope. And how you read my whole original comment and thought I somehow didn't know kendrick left to go start PgLang is wild. Missed the point u guess
Actually it was all just Kendrick. He's the one that supplied all the material. Q was the first one that he really got to blow up outside of himself. "Q blow, level 2, I'm not done"(untitled 02) by giving him Studio and putting Collard Greens as a Q song and also giving him THAT PART with a Kanye feature. That's all Kendrick's idea. Even without going into the details of how he is behind all of those artists, albums and success, it's easy to see how his own success and fame was the powerhouse behind the label, even if you have a hard time believing that he was the creative engine behind all of it. He had to move in a different direction musically to keep moving forward and needed different artist to work with and that's how he ended up with baby keem and PG Lang
Blank Face is better than Oxy. Kendrick is no longer on TDE. Isaiah is three for three. How wrong can one be?