Guttural rapper REASON arrived during the latter half of the 2010s with a couple mixtapes that were nonstarters due to lack of promotion.
The West Coast artist's fortunes changed after he made contact with influential operators behind the scenes -- namely Moosa and Anthony "Top Dawg" Tiffith -- which led to a placement on the chart-topping compilation Black Panther: The Album, a deal with spotify:search:label%3A%22Top+Dawg+Entertainment%22 , and a 2018 re-release of There You Have It.
A native of Carson, California, the rapper born Robert Gill released his debut mixtape as Reason, The Free Album, in January 2016. The following May, he returned with There You Have It, but a publicist bailed on the job after being paid nearly five figures to promote the release. Reason rebounded a few months later when he gained reliable support in manager Moosa Tiffith, a connection that led to a commercial breakthrough the following February. That's when the Kendrick Lamar-driven Black Panther: The Album was released featuring "Seasons," on which Reason shared the mike with fellow Californian Mozzy and South African artist Sjava. The full-length topped the Billboard 200. Six months later, Anthony "Top Dawg" Tiffith -- his manager's father -- welcomed him to the roster of spotify:search:label%3A%22TDE%22 (spotify:search:label%3A%22Top+Dawg+Entertainment%22 ), placing him in the company of Kendrick Lamar, ScHoolboy Q, Jay Rock, Ab-Soul, and SZA, among others. A revamped version of There You Have It, including a new single entitled "The Soul," arrived two months later via spotify:search:label%3A%22TDE%22 .