The most recent Artist to join the TDE alumni is Carson, California’s REASON, who here tells us many stories in his debut UK interview In The Trap with Sarah Harrison – from the connotation of his “Rap” name, to the experiences that led to titling this official TDE debut album New Beginnings, which then led to double meaning of his closing out track “Windows Cry”.

Outside the fans’ positive response to this album, REASON was overwhelmed to receive calls not just from his TDE squad like Ab Soul and Jay Rock, but also a fan turned friend J.Cole, whom REASON also recalls was supposed to jump on “Pop Shit” had he turned in his verse before ScHoolboy Q!

The nod to women, especially their setbacks in the Hip-Hop space, is put under a spotlight throughout the project, giving the floor to North Carolina lyricist Rapsody as the example of hinderances experienced by the conservative woman, in entertainment period. Somewhat of a male ally, REASON even goes as far as consciously stopping himself in his tracks when he refers to women using “B” word, even though it’s such a prevalent term (and act of degradation) in Hip-Hop. The gender balance in New Beginnings shines through with other contributions from Mereba and Alemeda.

In referencing the passing of Chicago rapper King Von at the hands of violence, the ulterior setback that men face in Hip-Hop is exactly what REASON was talking about in the track “Fall” – an Achilles heel that the Music Industry tends to perpetuate, with Mac Miller being mentioned as an unlikely but valid example.

REASON speculates the overturn of Major Labels with the likes of TDE, Dreamville and Quality Control eventually becoming “the big three” of the Music Business.