Pure flows without all the crudity
Sizwe Moeketsi, aka Reason, is not your typical rapper with unruly baggy pants, a huge ego and a foul mouth.
He comes across as a well-mannered man.
Moeketsi says his previous job in advertising played a key role in shaping his look and mannerisms.
He said: "My fashion sense was influenced by my previous job. I used to handle a clothing store account. This exposed me to different styles and different people."
But what would rap music be without a sprinkle of a swearword or two?
"I do not swear. But I speak about things that would make the listener swear. This is informed by the realisation that I do not exist in hip-hop, but hip-hop exists in me," says the witty rapper.
The 25-year-old decided, at 22, to marry his girlfriend of seven years "after realising that we were going to be together for a while".
The father of two was exposed to rap at a tender age when he used to listen to his cousin's CDs.
He came up as a battle rapper competing in numerous competitions, both official and on the street corner.
"When my cousin left our house, he left me with most of his music. I used to spend time listening to it. Rap music grew into me," says Moeketsi, who was born in Tembisa and raised in Katlehong.
He later met a friend, Sithembiso Herimbi, with whom he recorded a CD. His maiden studio release, The Reasoning, boasts the production talents of Battlekat, Instro, Mizi, Rastic Ras and Ootz the Afronaut. The offering garnered critical acclaim posting four stars in Hype Magazine, positioning it as one of South Africa's highest rated albums in 2010.
He then joined Kool Out Entertainment as the featured emcee and host for all Johannesburg events. He has performed with international artists, such as Ras Kass, Qwazaar (Typical Cats), K'naan and Masta Ace.
It wasn't long before Johannesburg took notice and he began appearing on YFM delivering breakfast jingles for DJ Fresh on the station's then Unrestricted Breakfast Show in 2005.
About his latest album Moeketsi says: "The album is a futuristic look into hip-hop and how musical it can be. It is produced by some of the best and it is set to excite music lovers."