Fresh off the release of his debut project, New Beginnings, with Top Dawg Entertainment, REASON is back today with a new video for a standout from the tracklisting, “Favorite Ni**a.” Produced by Kal Banx, “Favorite Ni**a” is elevated by thumping bass drums and a chiming sound effect that recalls 90’s video games, leaving plenty of space for REASON to stake his claim: “Ni**as wanna be REAS, tell the truth, I can’t blame a ni**a/Yeah, I’m my favorite ni**a, yeah/And money ain’t change a ni**a.” Shot from REASON’s point-of-view, the new visual finds the rapper taking a midnight trip around L.A. in his box frame, intensely focused on a mysterious task. The video concludes as the sun rises, and REASON goes about his day unfazed by the previous night’s events.
REASON – “Favorite Ni**a” (official video) – https://www.youtube.com/watch?v=BpORYW9V7Q4&feature=youtu.be
New Beginnings, which landed on this week’s Billboard Top 200 at #167 spot on the chart, is out now via Top Dawg Entertainment(the label’s first 2020 full-length, so far) and includes features from ScHoolboy Q, Ab-Soul, Rapsody, Isaiah Rashad, JID, and more.Through every bar it’s clear that what you see is what you get with this dude. As the project’s title suggests, it marks the start of a new chapter for the lyrical wordsmith, as he aims to solidify his status in the West Coast rap scene, using his music as a therapeutic release of emotions. Whether it’s speaking on adapting to the major label system, or leaving a toxic relationship behind, REASON spits with conviction, showcasing his lyrical ability as he details this newfound state of self enlightenment.
© 2020, Seth Barmash. All rights reserved.