Off the Cuff with rapper Reason
Fresh off his performance at the Red Bull Studios in Cape Town Friday, Sizwe ‘Reason’ Moeketsi, dropped by to give us an impromptu scoop on his latest album, Audio High Definition, which came out recently and is available on iTunes.
We chatted the rapper last year where he tackled all kinds of subjects from the excessive culture of rap music to the growing genre in South Africa but this time around we decided to focus more on his latest work and his opinion on other rappers that are at the top of their game in South Africa right now.
Here’s what he had to say:
Tell us a little bit about your showcase at Red Bull Studios?
It’s an explosive presentation of my new album audio HD and some of the work that lead to its existence.
What has been the biggest change between making music when you started out and making music now?
Having an audience. That’s still new to me. I mean, in the beginning you do it with no audience. So when they see you come in, you’re naturally new. But when they know you, then its up to you to stay new to the audience all the time.
How do you respond to people saying rappers have sold out because of some of the big brands their names are attached to?
I tell em that the only time I ever sold out was at Musica, when nobody could find my new album.
How do you keep it real?
It’s natural, like blinking.
You have anew album, how did you approach this album?
I always approach all my albums with a sound in mind. Continuing from Audio 3D was the main idea behind Audio HD. I wanted to explore the sound of the previous album, but with more confidence and experience.
There seems to be a new movement of great hip hop acts coming out in the past year (from Cassper Nyovest, Okmalumkoolkat, Ricky Rik etc, would you say competition is tough?
The competition has always been tough, because we don’t only compete with other local rappers but also international ones too, pop singers, R&B stars, house DJs and even gospel groups. We’re all gunning for the same TV coverage and spins.
Who are your favourite rappers out at the moment?
Ginger Trill and Truet Donatello.
Back to the album, when did you start working on it?
End of 2012
What did you set out to achieve musically and sonically on this album?
An audience album the paints the picture
Would you say you have done things differently this time around?
Not differently. But just a little bigger. 🙂
Describe the album using a dessert?
Dom Pedro
Describe the conceptual artwork that came with the album?
Game Changer.
Would you give away the album for free? If not, why?
Depends. If I want the numbers, then cool. But if you want the sales then its a different story.
Should all music be free nowadays?
Not all of it.
What have been some of the challenges of putting an album together and making a name for yourself as a rapper in the digital age?
Standing out. Making music and releasing it is fun but making sure you don’t get caught in the clutter is hard.
How did you re-invent yourself in the rap game?
Working on new ideas all the time.
What can fans expect from Reason this year?
New single, new video, a 10 city tour, a international tour and documentaries.
Find out more about Reason by checking his Facebook Page.
