New signee to Roc Nation, Reuben Vincent, releases his new single and video for “Geechie Suede,” ahead of his Roc Nation debut project.
Reuben Vincent makes intellectual, socially aware, and lyrically dexterous rap that promises to firmly plant him in the conversation for being “next up.”
Though the Charlotte, NC bred rapper & producer is only 21-years old, his buzz is already palpable, as he spent his high school years dividing his extracurricular hours between recording at home and trekking to 9th Wonder’s studio. “I don’t have typical high-school memories, I was in the studio” Reuben recalls. “Instead of going to prom, I went to meet Kendrick Lamar.”
Having already recorded records with his mentors 9th Wonder, and Rapsody, Reuben creates songs full of wisdom that extends well beyond someone still in his formative years. His growing catalog displays as much, as he deftly pivots from incisive social commentary, mature introspection, and sharp, allusion-heavy wordplay. The new Roc Nation signee knows where the form has been, and he’s pushing it forward with his own unique style and identity.
That unique form is readily apparent on Love Is War, Reuben’s first joint release with Roc Nation/Jamla Records. Love Is War is a conceptual, yet subtly constructed project that will place him at the forefront of debates about the new rap greats. Unpacking relationships and romantic entanglements over warm, soulful beats from 9th Wonder, Young Guru, The Soul Council and his own production, whose collective work both modernizes and morphs boom-bap. With polished and varied flows, Reuben weighs the time spent on love against the hours necessary to pursue his art and dreams. “Instead of looking for love from others, I had to find the love within” Reuben asserts.
Now, after joining Pusha T on his It’s Almost Dry Tour, the rising North Carolina artist puts the industry on notice with his new single and video, “Geechie Suede,” verifying the undeniable importance of the South Coast is in good hands.
“Geechie” is slang for descendants of West African slaves who retained their cultural, and linguistic culture and this is Southernplayalisticadillak music right here. Straight Playa shit” Reuben explains. “This is me and the guys riding around in the whip on the way to the party ready to pull all the vibes. This is feel good music. Shout out to Camp Lo!”
Reuben Vincent’s Love Is War will be released this fall via Jamla/Roc Nation. You can now purchase, add and favorite “Geechie Suede” at your preferred DSP: https://reubenvincent.lnk.to/GeechieSuede