Building LaFace: How L.A. Reid Shaped Modern R&B

When L.A. Reid first laid eyes on a drum set as a child, it was more than just an instrument—it was a revelation. “I saw God, man. Everything about me just sparkled with excitement,” he recalls in a recent interview on the R&B Money podcast. That moment, at just eight years old, set the course for a career that would shape the very fabric of modern R&B and hip-hop.

Reid, best known as the co-founder of LaFace Records and an industry executive who has launched the careers of some of the biggest names in music, sat down with hosts Tank and J. Valentine to break down his journey—from humble beginnings in Cincinnati to the helm of an empire. Through his storytelling, we gain invaluable insight into what it takes to thrive in the music industry.

Starting from the Bottom: The Grind of a Young Musician

Before he was an executive, Reid was a drummer, lugging equipment for bands and even throwing capes over James Brown impersonators just to stay close to the music. “I didn’t care what I was doing—I just wanted to be around it.” That dedication led him to join The Deele, the 80s R&B band where he met Kenny "Babyface" Edmonds. The two bonded over their love for music, and before long, Reid was producing and shaping sounds behind the scenes. The early days were a grind, with six-night-a-week club gigs and four-set nights. It was a training ground that honed his musical instincts. But he admits there was a danger in getting too comfortable: “We became complacent. We were making money, but we weren’t growing.” Eventually, the duo set their sights higher, saving up money to buy recording equipment and sending demos to labels.

When Solar Records first rejected them, Reid wasn’t discouraged—he was excited. “The letter had the Solar Records logo on it. That meant they were listening.” That persistence paid off, leading to their first deal and setting them on the path to stardom.

The Shift from Artist to Producer to Executive

The transition from performer to hitmaker happened naturally. As Babyface’s go-to listener for new songs, Reid developed an instinct for what worked. “I didn’t even know what A&R was, but I knew when a song was right. I could hear it.” His first major breakthrough came with Rock Steady by The Whispers, a song that not only put him on the map as a producer but also taught him a valuable business lesson—sometimes, you have to be creative to secure funding. With no major income yet, Reid and his team walked into a bank with a boombox and played Rock Steady for the loan officer.

The result? A check that carried them through the next stage of their career. “We needed money, so we played the song. And they wrote us a check.” From there, things moved quickly: hits like Girlfriend by Pebbles and Two Occasions by The Deele cemented his reputation.

The Power of Relationships: Learning from the Greats

Reid credits much of his success to learning from industry legends like Dick Griffey (Solar Records) and Clarence Avant. It was Avant, often called "The Black Godfather," who gave Reid one of his most valuable lessons. “If you want to have a record label, I’ll introduce you to everyone, but you can’t take these people’s money and [mess] around,” Avant told him. That mentorship led to introductions with record label giants, including Clive Davis. Eventually, Reid and Babyface partnered with Davis to launch LaFace Records under Arista. Reid quickly learned that finding talent was the most crucial aspect of the business. Clive Davis illustrated this point when Reid asked him to “push the button” on a new act. Instead of simply agreeing, Davis pointed to Whitney Houston on stage and asked, “Do they sound like that?” That moment changed Reid’s perspective. “I thought record labels just picked an artist and made them big. I learned that the button was finding undeniable talent.”

Building LaFace Records: The Birth of an R&B Empire

Reid and Babyface didn’t just sign artists—they architected careers. Within a short span, LaFace became home to TLC, Toni Braxton, Usher, and OutKast. They also understood the power of collaboration, bringing in young producers like Dallas Austin, Organized Noize, and Jermaine Dupri. “We couldn’t do it all ourselves. We needed different sounds, different vibes.” Toni Braxton’s breakout moment came from the Boomerang soundtrack, while TLC revolutionized girl groups with their fresh sound and attitude. Meanwhile, OutKast and Goodie Mob put Atlanta on the hip-hop map. It wasn’t instant success, though. “The first few years were rough,” Reid admits. But once End of the Road by Boyz II Men dropped, everything changed. “That was our button moment. That’s when we became official.”

Secrets to Hit-Making: The Art of Songwriting & Production

Reid’s approach to crafting hits is methodical yet instinctive. He believes every song should have peaks—moments that build and release tension. “Every part of the song—verse, pre-chorus, hook, and bridge—should elevate,” he explains. This philosophy is evident in End of the Road and Can We Talk by Tevin Campbell—songs with unforgettable builds and emotional payoffs. Despite their split, Reid openly praises Babyface’s ability to craft timeless records. When Face played him Can We Talk, Reid remembers feeling both admiration and envy. “I wanted to hate it, but it was just too good.”

Lessons for Upcoming Artists & Producers

Reid drops valuable gems for those aspiring to make it in the music industry: 1. Be of Service First: “You have to serve before you lead. Carry amps, make coffee, do whatever it takes to be in the room.” 2. Learn the Business: “Don’t just focus on making music. Learn contracts, publishing, and ownership.” 3. Stay in the Right Rooms: “Your career can change from one conversation. Be where the action is.” 4. Perfect Your Craft: “Don’t chase trends—be excellent at what you do.” 5. Find the Button: “Real talent shines. No gimmicks, no shortcuts—just undeniable skill.”

The Lasting Legacy of L.A. Reid

From his first drum set to shaping the careers of icons, L.A. Reid’s journey is a masterclass in perseverance, vision, and talent development. His story proves that success in music isn’t just about talent—it’s about persistence, relationships, and being ready when the moment comes. “I’m still of service,” Reid says. “Nothing makes my day more than an artist calling me for help. That’s what this is all about.” And for those trying to follow in his footsteps, that might just be the most valuable lesson of all.