Podcast Summary

Podcast: The Breakfast Club

Episode: INTERVIEW: Reuben Vincent & 9th Wonder On Preserving Classic Hip Hop, Vocabulary vs Virality, New Album + More
Date: October 24, 2025
Hosts: DJ Envy, Jess Hilarious, Charlamagne Tha God
Guests: Reuben Vincent, 9th Wonder

Episode Overview

This lively episode features acclaimed hip hop producer 9th Wonder and rising rapper Reuben Vincent discussing the intergenerational connections in hip hop, the making of Reuben’s new album Welcome Home, the tension between lyricism and virality in modern rap, and their collective hopes for hip hop’s future. The conversation flows seamlessly between nostalgic insights on classic rap validation, mentorship in the music industry, and real talk about authenticity, creative discipline, and representing one’s truth amid the rapidly changing musical landscape.

Key Discussion Points & Insights

Bridging Generations in Hip Hop

• 9th Wonder and Reuben Vincent emphasize the importance of OG producers working with younger, lyrically-minded artists.
• The duo’s collaboration is about direct mentorship and synergy, not just remotely exchanging beats.
  Reuben Vincent:

  "We really sat in the studio with each other...I moved in the studio for six months, sleeping on the couch...this is the first of its kind for sure." (03:00)

Intergenerational Communication & Mentorship

• 9th Wonder’s background as a college professor gives him a unique lens on generational shifts and youth culture.
• Both guests stress that learning from older generations is vital, and that real innovation comes from absorbing wisdom—not from rejecting it. Reuben Vincent:

  "It's only right that you go tap in with the pioneers who’ve been there before, 'cause they the only ones that can tell you." (06:24)

Lyricism vs. Virality

• The hosts and guests debate whether there’s still room for lyricists at the top of the current rap game, at a time when catchy or viral songs dominate.
• 9th Wonder argues that, historically, validation in hip hop came from cultural milestones (TV shows, magazine covers, barbershop discussions) and not just commercial metrics. 9th Wonder:

  "If you were on Rap City, Yo! MTV Raps...The Source, Double XL, Essence magazine...if you were in the hair salons, the barbershop...that’s validation enough. You made it." (07:12)

• Reuben highlights the need for lyricists to know how to make complete songs, with songwriting and choruses, not just display technical ability. Reuben Vincent:

  "I want to make records that you gonna play Monday through Friday...or at the party, you know what I mean?" (09:08)

Songwriting, Creative Process & Real-Life Inspiration

• The making of Reuben’s album involved unique synergy—literally sharing living and creative spaces.

• Life events—like Reuben’s experience falling in love—influenced the vibe and content. 9th Wonder tailored the production to match these emotional shifts. 9th Wonder:

  "You always gotta catch them where they are...all my beats started to turn a certain way for him to talk about what he wanted to talk about..." (11:36)

• Reuben’s upbringing, heritage, and cultural background are central to his art:

  "I talk about my upbringing, my heritage, being from West Africa, seeing my uncles, talk about the war...my desires and aspirations, me coming from an HBCU. I talk about embracing the black woman, I talk about my mother..." (38:26)

Cultural Roots, Musical Influences & Education

• Reuben shares a rich musical discovery journey, from family exposure to 90s icons (Tupac, Biggie, Nas) to the YouTube rabbit hole of classic albums.
• Influences from both the golden era and the blog era (Kanye, Joey Badass, Kendrick, Cole, Wale) shape his artistry.

The Q-Tip Family Tree & The Evolution of Hip Hop Sound

• 9th Wonder breaks down the influence of Q-Tip (A Tribe Called Quest) on modern hip hop and neo-soul, linking Tribe’s jazz sampling to Outkast, Roots, Badu, Kanye, and more. 9th Wonder:

  "Q Tip was one of the first ones to not sample funk and soul only...that euphoric feel...Bonita Applebaum is like the tree of life for everything after it." (22:07)

“Boxed” Musical Identities

• Discussion on how, in the past, fans could enjoy everything from Tribe to Mobb Deep, but now listeners (and even artists) are expected to pick a “lane.”

The Challenge of Music Overload

• The group laments the streaming era, where 700,000 new songs hit platforms weekly, making it difficult for listeners to engage deeply with albums as they once did.
• 9th Wonder shares the tradition of sharing albums and sourcing recommendations based on magazine “mics” or tape trading.

Teaching Hip Hop: The Classroom vs Studio

• 9th Wonder draws direct parallels between his work as a professor and as a producer—adapting his communication to different personalities, learning styles, and life goals. 9th Wonder:

  "The classroom has taught me how to communicate, dog. Like, it has really taught me how to communicate. You can't talk to every artist the same way. They don't learn the same way." (29:57)

Authenticity & Truth in Modern Hip Hop

• Reuben’s mission is grounded in honest storytelling, rejecting industry pressures to front or adopt a fabricated persona. Reuben Vincent:

  "I'm telling you my real human experience, my real story ... I feel like honesty is going to take me further than being something I'm not. That's why I went with my real name for my artist name." (38:26)

• 9th Wonder: There must be room for the full range of black experiences—nobody’s story should be excluded.

  "We need a balance, man. I cannot stop a kid from telling their story, whatever that story is." (40:09)

The Importance of Preserving Black Musical Legacies

• The hosts and guests discuss the lack of institutional honor for classic hip hop artists compared to rock or country, emphasizing that reverence for legends must come from within the culture. 9th Wonder:

  "We cannot abandon who got us here and who continues to still do music. It's up to us. We cannot wait on anybody else to do it but us, bro." (44:03)

• DJs and young tastemakers are essential in keeping the culture fresh and honoring both elders and innovators.

Lessons in Discipline & Staying the Course

• Reuben credits 9th Wonder’s hardest lesson:

  "Don't listen to people who ain't never did it...Staying the course is another hard thing." (48:02)

• Staying true to oneself and being patient pays off in an industry luring young artists with shortcuts to fleeting fame.

Owning Your Lane & Redefining Eras

• Reuben wants to be “a bridge” but on his own terms, bringing a new energy while honoring the lineage.

  "I'm not trying to recreate that. I'm trying to make a Reuben Vincent 2025." (50:14)

Embracing Vulnerability and Black Femininity in Rap

• 9th Wonder praises Reuben for his unique, positive way of talking about black women in his music, filling a gap left by shifting hip hop trends.

  "I think it's the way he talks about black women. That's something that is left." (51:45)

The Super Bowl Debate: Could Nas Headline?

• The table debates whether Nas could successfully perform at the Super Bowl, weighing song choices and cultural relevance.

Perspective on Hip Hop’s Timeline

• Both emphasize the need for “elders” (not just “old heads”) to give the new generation space, support, and respect. 9th Wonder:

  "We are 25 years apart. This can work. And music can be made with this. That's the biggest thing I want to get across." (63:11)

• Reuben:

  "Show up as yourself and perform at a high level regardless of who you are...And that's exactly what this album is about." (63:11)

Notable Quotes & Memorable Moments

• On Creative Discipline:
  "Stay the course. If you continue to be yourself...There's been times where I'm like, man, it's not working out...maybe I just need to quit...And a week later, Swizz Beatz hits my phone."
  – Reuben Vincent (48:02)

• On Tradition and Innovation:
  "I'm not trying to do what folks did in the 90s...I'm trying to give y'all the same feeling y'all felt when y'all heard ATLians and Aquemini. But I'm trying to make a Reuben Vincent 2025."
  – Reuben Vincent (50:14)

• On the Feeling in Music:
  "It's the feeling, y'all. It's called the feeling. That's what we try to do on this album, is create a feeling."
  – 9th Wonder (41:48)

• On Preserving Legacy:
  "We cannot abandon who got us here and who continues to still do music. It's up to us. We cannot wait on anybody else to do it but us, bro."
  – 9th Wonder (44:03)

• On Bridging Generations:
  "There's not a division, man. We have more in common than you think, especially if you're on the same wavelength...Old heads and elders is two different things."
  – 9th Wonder (61:35)

• On Authenticity:
  "Show up as yourself and perform at a high level regardless of who you are."
  – Reuben Vincent (63:11)

Important Timestamps

• 03:00 – Reuben moved into 9th’s studio for six months: real creative synergy.
• 06:24 – Reuben on the importance of learning from those before you.
• 09:08 – Reuben on making songs people want to actually play.
• 11:36 – How real life (falling in love) changed the album’s direction.
• 19:00 – Reuben explains why he plays the “long game,” not just chasing viral hits.
• 22:07 – 9th Wonder breaks down Q-Tip’s influence.
• 29:57 – 9th Wonder on teaching and what the classroom has taught him about reaching new generations.
• 38:26 – Reuben describes the truths his music aims to tell.
• 41:48 – The need to restore the “feeling” in black music.
• 44:03 – Preserving hip hop’s legends: the culture’s responsibility.
• 48:02 – Reuben on discipline: “don’t listen to people who ain’t never did it.”
• 50:14 – Reuben on reframing his “bridge” status in hip hop.
• 51:45 – 9th Wonder explains what makes Reuben’s lane unique.
• 61:35 – The collaborators’ message back to hip hop culture: Music bridges generations.

Final Reflections

Welcome Home is more than an album—it's positioned as a statement on cross-generational dialogue and the endurance of authentic artistry in hip hop. Reuben Vincent, under the mentorship of 9th Wonder, seeks to break molds, embrace vulnerability, and offer a new blueprint for what young lyricists can achieve. Both guests challenge hip hop gatekeepers to honor tradition while letting the next wave shine, advocating for an honest, inclusive, and feeling-driven culture for all.