How LaRussell built a music empire without a record label

Vallejo’s LaRussell stands as a testament to the power of community-driven artistry in the ever-evolving landscape of hip-hop. Fresh off his acclaimed NPR Tiny Desk Concert performance in November 2024, which showcased his versatility with an ensemble including flutists and violinists, the 29-year-old artist is revolutionizing how independent musicians can thrive in today’s industry.

LaRussell’s journey from aerospace worker to hip-hop innovator is marked by an unwavering commitment to independence and community building. With over 31 albums since 2018, he’s built an impressive catalog while pioneering a “pay what you want” model through his organization Good Compenny. His partnership with the EVEN platform has been particularly transformative, generating revenue in his first month equivalent to what would have required over 30 million streams on traditional platforms.

During a recent visit to Milwaukee’s HYFIN, LaRussell shared insights into his artist independence and community engagement philosophy. “If you’re going to come to EVEN, this is the work you have to do,” he explained, emphasizing the hands-on approach defining his success. “If you’re not willing to do this kind of work, don’t expect these kinds of results.”

The Vallejo native’s approach to fan engagement goes far beyond traditional artist-audience relationships. Rather than viewing interactions as mere marketing opportunities, LaRussell and his team, including collaborator T, prioritize authentic human connections. “It wasn’t a strategic concept,” LaRussell emphasized. “When we meet people and they show up to shows, it’s like, ‘Pull up to the crib after.’ That’s our life.”

This genuine approach to community building has translated into innovative business models through EVEN. The platform recently launched an offer-based subscription service, marking what LaRussell calls “the first time in history that an offer-based subscription exists.” Within its first week, the service generated $3,000 in monthly recurring revenue – translating to a guaranteed $36,000 annually. “That’s only going to grow,” LaRussell noted, highlighting how this model provides artists unprecedented financial stability and leverage in industry negotiations.

Tietta, a key member of LaRussell’s team, emphasized that their partnership with EVEN wasn’t just about creating another streaming platform. “It was truly about supporting the artists and helping them build their business,” she explained. The platform’s infrastructure has enabled them to scale their direct-to-fan approach while maintaining the personal touch that defines their brand.

When asked about his artistic influences, LaRussell named Lauryn Hill, Tupac, J. Cole, and Kanye West as his Mount Rushmore of hip-hop, acknowledging their cultural and musical impact. However, his vision extends beyond individual success. “One of my biggest fears is being the only one,” he confessed, underlining his commitment to sharing knowledge and resources with other artists.

This commitment to collective success is evident in his broader community work. Beyond music, LaRussell hosts concerts in his Vallejo backyard, organizes political forums, and has established partnerships to provide affordable meals through initiatives like Momo’s Cafe. His influence continues to grow, with over 1.4 million Instagram followers and consistent releases through EVEN that now report to Luminate for Billboard charting consideration.

LaRussell’s story represents a new paradigm in hip-hop – one where independence doesn’t mean isolation, and success is measured in streams and sales and in the strength of community bonds. As he continues to innovate through platforms like EVEN while maintaining his grassroots approach to artist-fan relationships, LaRussell shows that there’s more than one path to success in the music industry. And more importantly, he’s ensuring he’s not walking that path alone.