Rob “Reef” Twelow

Rob “Reef” Tewlow is a veteran music executive, producer, and curator who’s helped shape hip-hop from its golden era to the streaming age. From pioneering The Source’s iconic “mic” rating system to A&R roles at Atlantic Records and producing for Eminem and 50 Cent, Reef’s fingerprints are all over the culture.

Now serving as Apple Music’s Global Lead for Hip-Hop, R&B, and Reggae DJ mixes, he continues to bridge analog roots with digital innovation. He recently joined Mixed and Mastered with Jeffrey Sledge to share his journey and the stories behind hip-hop’s evolution.