REASON kicks off the James Mackel-directed visual in a motel bathroom where viewers catch him peeling a mask off his face and washing his blood-stained hands in a sink. Once the Mario Luciano and Kal Banks-produced beat drops, REASON hits the midnight Los Angeles streets on a wild ride, focused on a single, unknown task.
As he cruises in his black Lincoln Continental, the tension in the video gets higher whenever the camera bounces between REASON’s stone-cold impression and the craziness happening outside his window, like someone getting robbed with people carelessly walking by. The video ends with a horrific revelation when REASON arrives at his destination, and viewers get to see what it is he’s up to.
During his conversation with HipHopDX, REASON spoke on his growth between his first project There You Have It and New Beginnings.
“I feel like on There You Have It, I was a rapper, and I feel like with New Beginnings, I’ve truly become an artist. I feel like it’s my debut project with the label. I feel like the production is better. I feel like my hooks are better. I’ve even gone a little bit deeper on the personal end, as far as things that I’m talking about and stuff like that. I’ve grown a lot. It’s almost two different artists from There You Have It and New Beginnings.”
Stream REASON’s latest album New Beginnings below.