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Rob “Reef” Tewlow on The Source, Biggie, and Building Hip-Hop Media
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From graffiti tags to global playlists, Rob “Reef” Tewlow has been at the center of hip-hop’s evolution for 30+ years—and this episode maps the whole arc. Reef walks us through NYC in the late ’70s/’80s, bounces from BU to NYU, and lands at The Source where he helps build the legendary mic-rating system and champions era-defining records. He then pivots to A&R at Atlantic/Big Beat (Artifacts, Lil’ Kim, Junior M.A.F.I.A.), slides behind the boards (an early Eminem cut; 50 Cent’s “What Up Gangsta”), and shares fly-on-the-wall moments with Biggie, Puff, Primo, and more—right down to how greats learn to write hits.
Reef also breaks down launching Eminem’s Shade 45 at SiriusXM, his leap to Apple Music (now leading hip-hop/R&B/reggae mixes), and why new tools like AI-powered stems are turbocharging real DJ creativity. It’s history, craft, and blueprint-level career wisdom—analog heart, digital hustle.
This is Mixed and Mastered with Datwon Thomas.
Support the show
Mixed and Mastered is produced and distributed by Merrick Studio, and hosted by music industry veteran, Jeffrey Sledge. Tune in to the discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts. Follow us on Instagram @MixedandMasteredPod to join the conversation and check out all our episodes at www.wearemerrickstudios.com/mixed-and-mastered-pod
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By Merrick StudiosSend us a text
From graffiti tags to global playlists, Rob “Reef” Tewlow has been at the center of hip-hop’s evolution for 30+ years—and this episode maps the whole arc. Reef walks us through NYC in the late ’70s/’80s, bounces from BU to NYU, and lands at The Source where he helps build the legendary mic-rating system and champions era-defining records. He then pivots to A&R at Atlantic/Big Beat (Artifacts, Lil’ Kim, Junior M.A.F.I.A.), slides behind the boards (an early Eminem cut; 50 Cent’s “What Up Gangsta”), and shares fly-on-the-wall moments with Biggie, Puff, Primo, and more—right down to how greats learn to write hits.
Reef also breaks down launching Eminem’s Shade 45 at SiriusXM, his leap to Apple Music (now leading hip-hop/R&B/reggae mixes), and why new tools like AI-powered stems are turbocharging real DJ creativity. It’s history, craft, and blueprint-level career wisdom—analog heart, digital hustle.
This is Mixed and Mastered with Datwon Thomas.
Support the show
Mixed and Mastered is produced and distributed by Merrick Studio, and hosted by music industry veteran, Jeffrey Sledge. Tune in to the discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts. Follow us on Instagram @MixedandMasteredPod to join the conversation and check out all our episodes at www.wearemerrickstudios.com/mixed-and-mastered-pod