How 1 Rapper Destroyed Hip-Hop's Favorite Label (TDE)

TDE was once my and many other's FAVORITE label in Hip Hop. Whether it was artists like SZA, AbSoul, Kendrick Lamar, Schoolboy Q, Zaywop or Rock - they had something for everyone. However, in recent years... Things have simply not been the same. And in my opinion, it all started with the signing of Reason. Although he's an artist who clearly has massive potential - he seemingly failed to generate the amount of hype his contemporaries had. But - after a recent podcast appearance on @BACKONFIGGG - it seems like the truth was unveiled. In a heated dispute between Reason and TDE's *new* co-president Moosa, Reason claimed that TDE was holding back his music, and even referred to Moosa as a "liar" and a "master manipulator" - after Moosa claimed that Reason was falsely pointing the finger and blaming his label wrongfully. ALOT to unpack here, I spent a long time writing this one...

This video is titled "How 1 Rapper Destroyed Hip Hop's Favorite Label (TDE)" but its important to note that the label itself also had a lot to do with the downfall as well.

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[bassmankilla]

Louaista is a hip-hop professor. He could easily run his own class at any local college, hip-hop 101.

[justenjackson]

Tbh dreamville did a better job promoting reason with revenge of the dreamers than TDE

[damic]

Dreamville has done more for Reason's career with the features on Revenge of The Dreamers III, D-Day, and The Creed 3 soundtrack than TDE has done the entire time he's been signed. He should definitely sign with Dreamville

[coreyyoung]

i think its so unfair to put all the negativity on Reason. him being signed to TDE at the time that he was really unfair, because nobody was releasing from the label. everyone we wanted to hear form was quiet for so long he became the punching bag. and unfortunately he didn't have that stand out factor that made him distinct from the group like everyone else did. i wish he would had been signed to Dreamville instead, i think he would have fared better and faced so much less hostility.

[KinGAdil]

This hurts. Been a TDE fan since around Section 80.-Habits and Contradictions time. They were always the label you could look to for releasing quality work. And it always looked like the artists were taken care of. Was my favorite label. They’ve been pretty much exposed at not being able to develop artists currently. SZA and Rashad of the current era are the only ones that have been developed properly. They really don’t need TDE. Especially SZA

[purifiedstrm]

Reason should sign to Dreamville. Perfect label for him. He's very talented and Has great genuine loving friendships with Cozz, Jid, & J. Cole.

[alexmathewmendoza]

I'm happy that I came of age in the early 2010s. TDE, Beast Coast, Odd Future, A$AP Mob, Dreamville, MMG, all big crews and labels that had their own unique styles. There was such much good music being made during this time, and a lot of legendary collaborations. I wish I could say that energy still existed as I write this in 2023.

[bailjova]

This is a TDE problem. They've always had a problem with promoting music. They lost the whole family environment that seemed to hold them down for years. They no longer collab. SZA was crying about no one on the label getting there verse into her in time and you barely see them featured on each other's music anymore. I understand the whole getting back to your own life and am very patient with waiting for music to drop but it has always been the promotion that is lacking, and roll out for their projects. Once they stopped the freestyles and mixtapes I saw a decline in TDE heavy. Hopefully these newer artists will get some more support

[masonrock]

Reason’s situation is crazy. The fact that the “president” wanted to call in and PUBLICLY go back and forth with a current artist is CRAZY! Reason is clearly on the wrong label. He needs to move to Dreamville ASAP. They seem to appreciate him over there. It’s clear that TDE has problems. Like, how long was SZA sitting on this project?! She was complaining about not being able to put out music for what?! Let these artists cook!

[GVO_Kurama]

Reason is a dope rapper. Sad to see TDE isnt such a supportive label. Label president is a disgrace

[Hassan-GnB]

TDE use to have an aura about them, so they tried to preserve that aura by not dropping. But if you bring a new artist in you have to establish him. And if you bringing him in a room full of greats, you better make sure he can perform on they level or don’t sign him at all. Moosa set him up to fail.

[MrBait]

Moosa is not acting like record label exec. That isn't how execs conduct themselves in public.

[johnnybraxton]

Nobody showed up to his album release party that tells you everything you need to know

[nBrynhurstCuh]

In defense of Schoolboy Q, he focused on his family and got into playing pro golf so I understand whats important to him. Sza now has a mainstream single Snooze on heavy rotation on radio and a solid great album worth the wait despite how much she used to cry online about hating her deal. Kdot left TDE & now on his own doing things on his term. Punch is very strict when it comes to the process of making records & shooting music videos which prolongs the release of his artists. Plus, people kept crying for AbSoul n when he did drop, it wasnt streamed or sold well so fans did all that crying for no reason. Cant blame the label themselves if fans/supporters dont do their part imo

[Noobalator]

I'll be honest, I never knew Reason until his stuff with Dreamville. I respect him for sticking up for himself when he was attempted to back down. TDE at this point is just a legacy of the past.

[preposteroussvideos]

The label is messy and the artists release stuff every 4 5 6 years
You cant survive in the industry like that

[Wuqz]

They definitely didn't promote him enough. This is my first time hearing about Reason, yet I knew of every other TDE artist even if I didn't listen to their music.

[majtechtings]

Can't roll with Reason being the reason TDE is tanking. The artists not putting out projects for insanely long periods of time and Kendrick leaving did more damage than Reason ever could've.

[triplezeroxz]

TDE ain't pushing Reason. I'm not gonna say he's the best out, but neither was Kendrick when he started. There are like 4 different versions of GKMC that we probably will never get to hear. Think about that. The time and effort it takes for an artist to develop and make the art that people will love can't be taken for granted. Reason has potential. You can hear it on his newest project. He needs the time and tools to cook. Like many artists do.

[memphisbluu]

We’ve given TDE too much credit for the success of black hippy, Isiah Rashad and SZA etc. These were generational talents and/or superstars in some right. Reason, Ray Vaughn, and Doechii (who is the best out the three and has the most potential) are not there yet and may never be. They have a place in the industry, they’re talented. But the label will have to work harder than they did in the past for them to be able to get value out of them there