In 2018, LaRussell, an independent artist from the Bay Area, was working at an aerospace manufacturing plant before he decided to pursue music full time.
Today, he’s become a global celebrity who’s collabed with hip-hop legends like Snoop Dogg and grown both his fanbase and net worth into the millions — all by doing things a little differently.
What that looks like: backyard concerts and a community-focused business model that lets fans set their own prices, per NBC.
How it works
He uses a sliding scale and offer-based model that lets fans bid on everything from concert tickets and tour merch, to song royalties and even opportunities to hang out with him.
He’s known for the backyard concerts he hosts in his hometown of Vallejo that draw international, multigenerational audiences.
Bidding for show tickets typically starts at just $1, though $100 donations are encouraged to help subsidize costs for others.
Unlike signed artists…
… LaRussell owns his own label, the Good Compenny, as well as the rights to his music and IP. That means 100% of revenue from sales and streams goes straight to his pockets.
It also gives him the freedom to take the creative and financial risks that he has, which he told NBC has been paying off.
- Hopeful collaborators can submit offers for song features, starting at $500 — a low price point that can still generate huge profits, considering the rapper, who’s released ~40 albums since 2018, doesn’t spend more than 15 minutes to write a track.
- Last month, he launched the Proud 2 Pay initiative, which offers fans a host of perks, including lifetime access to shows and a tour of his childhood home — all for $1k (the average cost of a single Eras Tour ticket). He sold 67 in under 24 hours.
For consumers…
… LaRussell’s community-over-profits approach is refreshing, not just in its novelty, but amid a growing demand for live music and a larger music scene plagued by exorbitantly high ticket prices that lock fans out.
- In 2024, the average concert ticket cost $135.92, up 41% compared to 2019.
- Some fans have even taken on debt to see their favorite artists perform live.
Other keys to his success: his talent, charm, and authenticity — all important things to consider before you quit your own day job to pursue a rap career.