Behind The Brand: Reid Doesn’t Live A Normal Life

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Generation Z is filled with charismatic creatives—insert Reid—who ultimately serve as a one-stop-shop for fashion and music amongst other things in Ohio. The 20-year-old got his start as a DJ at the early age of 13 and grew to do shows across New York and Cleveland. Amongst various other acts, Reid has opened for artists like Ski Mask the Slump God and Lil Tjay, who held events with thousands of fans alike. Furthermore, Reid also works with fast-rising teenage artist YSN Flow, who propelled into viral popularity these past years.

In our recent chat with Reid, we talked about his hometown, doing shows over the years, his clothing brand Not A Normal Life, and much more.

How would you describe Cleveland’s bubbling music scene?

Cleveland definitely has talent but everyone hates and most people don’t show love. There is a lot of versatility and I know lots of very talented artists who range from all different genres. The music scene definitely has improved in the last few years and there are some great artists who have got big in the industry from Cleveland. Cleveland is definitely on the rise and more talent is going to make it out soon. 

What’s your most memorable experience while doing a show?

My most memorable experience was probably the shows I did back to back years at the Agora in Cleveland. The venue holds probably around 2000 people and I didn’t know it was sold out until like an hour before my set. It was just so crazy performing for all those kids who are my age and from surrounding areas and some were my friends. I also got a lot of hate throughout High School because I was doing something different and chasing my dreams and I think I proved myself after doing that show especially back to back years. 

From opening up for Ski Mask The Slump God to Lil Tjay, how has DJ’ing as a whole changed for everyone amidst the pandemic?

Covid has definitely messed up DJ’ing but also just the whole music industry right now. No one can tour really and do many shows and most social events just aren’t happening right now. It has really given everyone a lot of free time though and it has seriously helped and motivated me to do other things. I decided to launch my brand and sign my first artist and I have really been working and spending countless hours on trying to find talent and take this music management to the next level. I spend a lot of time on YouTube and am trying my best to learn as much as I can.

Tell me a bit about your brand Not A Normal Life, how did the concept come about?

I came up with the name in May of 2018 but I really just started it publicly a few months ago. I liked the name so much and I didn’t know what I wanted to do with it at that moment so I screenshotted this logo I made and just saved it till I thought would be the right time and I would really know if I liked the name by letting it sit. The name really speaks for itself but “Not A Normal Life” is living life how you want to live and not following society’s norms. I made the motto “don’t follow society’s norms, break the barrier.” Everyone who doesn’t want to work a 9-5 job and follow society’s normal way of living.

If you have a passion, chase it and try and accomplish all your dreams and if you can do that and be financially successful and do it your way then why follow the norms society gives us? I am releasing clothing and will eventually branch out the brand to be a company for talent management, marketing, production, and more.

Are you working on any upcoming releases that you can tell us about?

I am releasing a new hoodie for “Not A Normal Life” hopefully by the second or third week of December. It is a limited quantity release and sizes will be limited too so shop fast and follow us on Instagram. My artist Chris Sosa is dropping new music in December and we will be releasing our first song on all platforms with a dope music video. I have a lot in the works and big things to come.

You’ve worked extensively with YSN Flow in the past, how did that relationship develop over time?

I met Flow a little under two years ago and we really just became close as time went on. I got to know him and his family and we all developed lifelong relationships. Flow is like family now and we all grew close over time. I found him and connected with him early on before his viral hit “Want Beef?” and I knew he was going to be the next big thing. The world is still sleeping on him still but they are going to wake up soon. His new project, Long Story Short, is out everywhere so go stream that! 

Realistically, where do you see yourself in terms of the next few years?

In a few years, I think my company and brand will be on the rise and I will have blown up and developed more artists. Furthermore, I think we’ll be touring and doing way more shows and traveling. I am trying to move to LA so hopefully by then I will probably be living out there. Also, I think everyone who I work with now will be bigger and more known as well. Everything is a process and if you work hard, it will pay off. 

If you enjoyed our chat with Reid, check out our interview with music photographer Jacob Maher.