Ahead of his EP release, Reuben Vincent speaks his truth on his latest song, “Whatchu Say.”
Inspired by Roy Ayers’ “Hey Uh-Whatchu Say Come On,” the empowering and soul-stirring track finds the North Carolina-based MC reflecting inward during trying times, while the accompanying lyric video features images of police brutality and footage from Poetic Justice and The Matrix.
“My whole life, I’ve been waiting for the right things to say / Right things to do / Right ways to be / Look around see we not free,” raps Reuben before pondering: “I really wonder what matters, the gold chains, the diamond teeth, and the gold platters / Or your good heart and what’s inside instead of what’s out.”
“The inspiration for ‘Whatchu Say’ comes from the 1976 song by Roy Ayers entitled ‘Hey Uh-Whatchu Say Come On,’” Reuben tells Rap-Up. “When I was recording this song, I laid down the chanting-like phrase first in order to provide confirmation to myself to speak my truth. My hope for the listeners of this song is that they receive encouragement to be themselves, to allow themselves to truly feel their emotions, and most importantly — to always stand in your truth.”
Executive produced by 9th Wonder, Reuben’s 8-track EP Boy Meets World drops Friday featuring the single “Close,” plus collaborations with his Jamla labelmate GQ and singer .SMITTY.
Reuben’s star continues to rise. At the age of 19, he signed to 9th Wonder’s Jamla Records, and has collaborated with the likes of Rapsody and Murs. His debut mixtape Myers Park was released in 2017 to critical acclaim.
Watch the lyric video below and follow Reuben on Instagram.