Independent rapper LaRussell has made millions by allowing his fans to set the prices

[Barlow]

Independent rapper LaRussell has made millions by allowing his fans to set the prices

Using an innovative business model that centers community over profit, the Bay Area rapper is creating a blueprint for what success as an independent artist can look like.

www.nbcnews.com

Using a sliding scale and offer-based model, LaRussell has created a system where fans can decide what value his art has to them. Supporters can bid on items ranging from concert tickets to tour merchandise, while other artists can submit offers to collaborate on songs. Bidding for tickets to most of his shows starts at $1 and goes up from there (though donations of at least $100 are suggested). However, LaRussell and his team can counter if they don’t approve. He doesn’t accept less than $500 for a song feature — but because he spends no more than 15 minutes on any song he writes, the profit can add up quickly.

LaRussell said he was inspired by the late rapper and fellow Californian Nipsey Hussle’s “Proud to Pay” offer-based model. In 2013, Hussle sold 1,000 physical copies of a mixtape for $100 each in less than 24 hours, effectively making $100,000 overnight. LaRussell wasn’t too sure about asking fans for so much cash and instead took the opposite route.

“I didn’t know a bunch of people who had $100 to spend on an album, so I was like, ‘I’m going to let them pay me anything,’ because I got zero dollars,” he said. “So if they give me $1, I am up. It really helped me build the base and establish the infrastructure.”

The community he's built continues to pour back into LaRussell and his piggy bank. On Thursday, the rapper launched his own “Proud 2 Pay” initiative where, for $1,000, supporters get a “Backyard Show Experience,” which includes an intimate show, unlimited access to future backyard shows, a tour of his childhood home and more. In less than 24 hours, the rapper said he sold 67 tickets.

And he owns all of his music and intellectual property through Good Compenny, both a label and a creative company he founded in 2016 to pursue his own art and help others around him do the same. Everything from content creation to song production and merchandise shipping can happen inside a building in his hometown of Vallejo, California, bearing the business’ name, a play on seeing the value in a coin some people discard.

“Them pennies add up,” said LaRussell.

So far, LaRussell said, he’s made millions of dollars off of music, something he’s proud and humbled by. But he admits he has loftier goals that keep him hungry, even if his decisions invite financial and creative risks.

I been seeing this dude pop up in my YouTube shorts with lil John and thought he was some content creator, up and comer.

Them Bay nikkas know how to hustle man

 

[Low End Derrick]

My shyt right here. Shoutout to him

 

[OaklandCertified]

He's a real one. For the 3rd year straight he is paying everyone's tab at a local restaurant in Vallejo called Momo's. All you have to do is say his name and your meal is free.

Edit: They're in front of Momo's in the video in the post above this 1.

 

[Barlow]

He's a real one. For the 3rd year straight he is paying everyone's tab at a local restaurant in Vallejo called Momo's. All you have to do is say his name and your meal is free.

Edit: They're in front of Momo's in the video in the post above this 1.

Seems like a good dude really putting on for his community. Happy to see it in this climate

 

[King Poetic]

Always fukk with his music

That new era mac dre sound

He stay active with his music, he stay busy around the bay area and up in Washington and Oregon, and he stays in social media with insight of his music and life

You never need record labels to make money and own your shyt

 

[Amestafuu (Emeritus)]

By having a core audience and following. Mainstream audience is not loyal. Quality >>>> quantity

 

[kdslittlebro]

I was late to the game, but growing up listening to Mac, bro really brings back the vibes Glad he succeeding moving in his own lane

 

[blockburna420]

 

[Scustin Bieburr]

Hes doing it for the love of the game and hes being rewarded by others who support the vision.

If this was the norm we'd have a lot less industry plants since only those who really resonate with fans would get big.

 

[Richard Glidewell]

Added

 

[SolesKing305]

I mess with bro