REUBEN VINCENT: DRIVEN BY TRUST

Reuben Vincent has always carried himself with a quiet confidence. Never demanded attention, but has been earning it over time with an array of talent that is undeniable. The Charlotte native has been carving out his lane, building a reputation on authenticity, lyricism, and trust.

With the release of his 2024 album GENERAL ADMISSION and a phenomenal mixtape to end the year, AS IF NOBODY’S LISTENING, he hasn’t just made a name for himself. He’s driving the conversation as one of music’s most promising young stars.

Everything about Reuben is intentional. A pure lyricist who has figured it out. His music speaks volumes because it’s rooted in who he is. His culture, experiences and values. He’s not chasing trends or trying to fit into a certain mold. That’s part of what makes him refreshing in today’s landscape of rap, where image often comes before impact. Reuben flips that. The impact comes first and the image just happens to match.

GENERAL ADMISSION and AS IF NOBODY’S LISTENING are more than just projects to discuss. They were moments of purpose. Reuben used these projects to reflect, to grow, and to reintroduce himself. Personal, and cutting-edge, both releases provide listeners with a clear view into his world and a reminder of what’s possible when an artist leans into their truth.

But Reuben’s promise doesn’t stop with his music. What sets him apart is his character. There’s a generosity to how he carries himself, a warmth and charisma that allow people to naturally gravitate toward him. It’s the way he was raised. There’s no performance, it’s all real.

Now, as he prepares to release a joint album with legendary producer 9th Wonder, Reuben stands at the edge of something major. They’ve recently released a Prelude mixtape to prepare everyone for what is about to happen. This is more than a collaboration. It’s an artist who has shown they are ready to break through working with one of music’s most legendary producers to provide listeners with an all-time moment.

9th has worked with the greats, and his partnership and mentorship to Reuben signals something deeper than just a co-sign. It’s the belief in a star. It’s alignment. And it’s the next step in a journey that feels like it’s just beginning to unfold.

Reuben Vincent has everything it takes to be the next star in Hip-Hop. He’s got the pen, the presence, the perspective and most importantly, the heart. With his rare blend of talent and authenticity, he’s a name we’ll be discussing for a long time.

Reuben Vincent In Conversation with Alex Cherry

Cherry: I have a special guest with me who is coming off a crazy 2024 and has only continued to carry the momentum…Reuben Vincent. How’s your mental health?

Reuben: I’ve been pretty good. I’m in a good space right now. We’re about to release the collab album [With 9th Wonder] which is what I’ve been getting ready for. It’s not an easy thing but I get to wake up every day and take things day by day.

Cherry: How are you handling the reception that you’ve been receiving over the past year and pressures of moving into this new atmosphere?

Reuben: I was talking to MAVI the other day and he told me, “the day you lose is when you get caught up in your hype.”

That’s what I’ve been approaching my life by. The hype is for the people to decide. I want to continue being a vessel and do God’s work.

Cherry: There’s many references to God in your music; Book of Ephesians, Mama’s Prayer, etc. Take us through growing up in the church with your mother and the emphasis you put on faith in your music.

Reuben: Some things happened with my mom that made her feel like God was the only thing she could lean on and started going to church because of that. I have a lot of prophecy in my name; Reuben comes from Genesis 49:3 in the bible.

Music is a spiritual thing regardless of religion. We’re not supposed to judge anybody getting closer to God and my way is through music, prayer and meditation. It’s never intentional when I write, it’s just what was instilled in me and what I was surrounded by.

Cherry: Let’s talk about your relationship with the unofficial collective you have with Chris Patrick, Ben Reilly, SWAVAY and Marco Plus.

Reuben: Those are the homies. It’s funny because I met all of them separately but over time they became my real brothers. We’ve talked about so much outside of music and they’ve helped me in many ways. I’m grateful for them. Us doing a posse cut would be dope for the atmosphere of Hip-Hop.

Cherry: How did the relationship with 9th Wonder culminate to us getting The Prelude and now a collaborative album?

Reuben: I put a mixtape out when I was 13 and someone from Oakland tweeted him to say he needed to check out my music. He was impressed and shot me a DM to discuss music with my mother. We drove to Raleigh for a weekend and I recorded 9 songs in 3 days.

He didn’t promise me anything after but we got tight and growing up I sacrificed my Summers to be with him and he also helped facilitate my Roc Nation deal. He’s always been a mentor and been in my corner.

Last year I went through a phase where I was tired of the music game. Once I talked to 9th is when the idea for the album came together.

The Prelude (H.M.W.Y.G.H.) happened because we had so many songs together that hadn’t been released yet and wanted to put something out together before the album. We made the track list that night and uploaded it.

Cherry: With as many songs that you have together, how are you deciding what fits and/or the concept you’re going for in terms of the upcoming album?

Reuben: We do have a concept. The album was already done when The Prelude was released but we were in a zone that we kept recording other songs.

I’m with 9th almost every day and we’ll cook something new up. We’re very intentional though as we cut down the songs because of the concept him and I put together.

Cherry: Although this is a 9th Wonder exclusively produced album, is there a chance we get a song or two produced by you?

Reuben: Honestly, I want him to do this one and then maybe do a project that’s [produced by] me.

Cherry: Before we move on, what’s the biggest piece of advice that he’s given you up to this point?

Reuben: The biggest thing is staying true and loyal to who you are. The industry will try to change your image or the type of music you make. He’s gotten far by being 9th Wonder and sticking to his sound; He’s showing me I can go far sticking to who Reuben Vincent is.

Cherry: Is there a reason your past 2 releases have been Soundcloud exclusives?

Reuben: When I was growing up, my favorite artists were releasing on platforms like Soundcloud and DatPiff. I want this generation to get back to the search for music. It’s giving me another outlet to grow a dedicated fan base.

Cherry: For the people who are still learning about who Reuben Vincent is outside of the music, what do you like to do for fun?

Reuben: I love sneaker shopping , going to the gym, being with nature and meditating. I like to go vinyl shopping and thrifting; That’s a big one for me. I’ve been thrifting since middle school before it was a big thing.

I would love to do a Reuben & Friends every Juneteenth in Charlotte.

– Reuben when asked about his recent hometown show

Cherry: You’re booked and busy all Summer. What are you looking forward to the most with the performances you have coming up?

Reuben: Bringing it back to the crib [Charlotte], being able to build my fan base more and getting ready for my own tour. Me and 9th are going to plan to do our album shows.

Anybody who has seen me in concert will tell you Reuben is a great performer. I feel that’s one of my strongest attributes so this Summer is where I get to showcase that in different places.

Cherry: What does Reuben Vincent want his legacy to be?

Reuben: I just want my legacy to be Reuben was a bridge connector. Reuben impacted Charlotte but also West Africa. I want to be able to help people on multiple levels.

When I’m gone I want my music to stand the test of time. Honestly, being a righteous man; A man who stood on integrity, honor and principles. A man who put on for his family and for the generations after him.

Cherry: Reuben did you have any last words?

Reuben: I am very excited for everyone to hear this new album. It’s going to be a breath of fresh air. I’m nervous because it’s so different but it’s needed.

I don’t want to say vintage because it’s not emulating the old school but it’s soulful and gives you the feeling you get from listening to those classic albums. This music is going to make you feel good. It’s an album I’m taking a risk on but it’s purely from the heart.