LA Reid, That legendary Kanye West persona is just an act, according to a new memoir by longtime record executive and West collaborator.Reid wrote in his book, Sing To Me. "Despite how he's viewed by the public, there's a lot that people don't understand about him," "I knew Kanye's mother, and he was raised well. The truth is, beneath the persona that Kanye projects, there is a sweet, insecure artist who is eager to prove that he works hard at being great." According to Reid, West is very different than the "public persona" you're familiar with. West's new album is supposed to come out Feb. 11.