About 20ft. into my cast on my baitcaster the lure dies and drops straight down..any ideals why this happens? A new reel

Without seeing and inspecting the reel, I would say spool tension is too tight.

Yep, back off the brakes and or spool tension.

  Line dug into the spool from previous over run or bad snag where you pulled tight!

Above ^^^^^^ the line dug into the line on the spool.

Pull the line off and wrap it tighter. I use a telephone book I run it through so it's the correct tention on the spool. If it's not enough tention I put books on top of the telephone book.

Is it a sudden stop or more like the lure is running out of momentum???

Is it a sudden stop or more like the lure is running out of momentum???

running out of momentum

Than its probably your brakes

Spool tension too tight. With it all the way loose and ur brakes turned all the way on it wouldnt slow down and dive that fast...imo

It could be a number of things. Spool tension, brakes turned on, too light of a lure for the combo, the company greased the bearings to give it a smoother feel at the point of purchase. If you aren't backlashing, you can rule out the too light of a lure or the rod being too stiff, but I'd just eliminate the different possibilities. If you're really frustrated, I'd say return it. that isn't what you wanted,

Just watch this:

 

 

 

Good suggestions, also possible is too much line on the reel.  If it loops up just a little during the cast it can rub against the frame "cross rods/pillars," or whatever they are called.

What reel is it?