Billboard Takes a Trip to the Pergola

Independent Bay Area artist LaRussell is redefining live music with a backyard concert model that centers on accessibility, community connection and full creative control. His approach, recently featured in a Billboard Magazine mini documentary, offers fans a unique and personal experience while keeping the focus on giving back. The shows take place in the same Vallejo home where he grew up, transforming his own backyard into a vibrant space for live performances.

The artist’s offer based ticketing system allows fans to pay what they can, making each event open to a broader audience while still sustaining the costs. LaRussell says this choice has strengthened his bond with supporters, explaining to Billboard that smaller contributions from more people lead to more relationships over time. The shows have grown from intimate gatherings to a local institution that attracts fans, neighbors and collaborators alike. For many, the appeal lies in being welcomed into the artist’s personal space, something LaRussell says creates a deeper level of trust and connection.

A Blueprint for Independent Artists

LaRussell’s model goes beyond the performances themselves. His team, known as Good Compenny, handles all aspects of the events including sound, staging, merchandise and media production. The shows also feature food vendors and local businesses, creating a space that showcases Bay Area culture while building economic opportunities for the community. Billboard’s feature highlighted how this structure has inspired other artists to host similar backyard events, with LaRussell openly sharing the process and tools needed to replicate it.

Consistent content sharing has amplified his reach, drawing attention from fans far beyond Vallejo without relying on traditional industry channels. Despite growing recognition, LaRussell emphasizes that the mission is to serve the people who have supported his vision from the start. “Seeing the positive impact you have on your community, on the kids, on your environment, that’s the most fulfilling thing,” he told Billboard. For LaRussell, the model is not just about music but about building something sustainable that others can follow and adapt.