Reason Opens About His Challenges With The ‘Reason Brand’

Reason Opens About His Challenges With The ‘Reason Brand.’ Mzansi’s youthful genre Amapiano took over the SA music industry during the lockdown period and ever since it has taken the world by storm. Reason emerged as the SA hip hop star to jump into the Amapiano tunes.

Reason is now going with a new stage name Sizwe Alakine since he is now an Amapiano cat. The rapper has dropped Amapiano projects that have made him one of the recognised artists in the genre. During an interview with Zkhiphani, Reason opened up about the struggles he faced with the Reason Brand which allowed him to make a matching shift in his music career.

“At some point, there was a need or a feeling to kinda like step away from the brand because the brand wasn’t doing well,” he said. Reason revealed that his music was not selling, shows were not moving and there was a real struggle in reaching the 1 million views on YouTube.

“The shows were not moving, I think if you even go to YouTube you can look at any ‘Reason’ video there is none that ever hit 1 million,” he explained. The Do It Like I Can hitmaker alluded that being a rapper with music that was not moving made him realise that there was something he was doing wrong hence the need to make the transition he made in his music career.

“There was just a feeling of me doing something wrong and me not playing the game the right way,” he said. “What always affects me is I could tell and everybody else could tell that we were making better music than other people but they were making a great impact than I was.” Reason said.

Reason recently signed to Warner Music Africa and he has dropped his first track After Tears under the record label.