LaRussell Talks Investor Opportunities and Fan Engagement on Free Game Friday

In a recent episode of Free Game Friday, independent artist LaRussell, along with his business partner Tietta, offered listeners an inside look at his approach to navigating the music industry. The duo discussed everything from booking challenges and marketing strategies to unique ways fans can engage with LaRussell’s growing brand, Good Compenny. The ongoing series serves as a platform where the two respond to fan questions and share updates on LaRussell’s career.

During the episode, LaRussell addressed the realities of being an independent artist—specifically the costs associated with booking him for shows. Unlike major label artists, who often have corporate backing, LaRussell explained that independent artists like him are responsible for covering all costs related to travel and performance. This means that offers to book him need to reflect the full expenses of touring. "If you're asking me to fly out to New York from California and your offer is $1,500, that doesn’t even cover travel," he said. "When you make offers, just kind of consider if you were in the other person's shoes and what it would take for you to do the same."

LaRussell also explained that his team typically travels with at least five people, including support staff and video crew, and possibly more depending on the performance. “Just moving in any space, there's five people minimum,” he said, emphasizing that fans and event organizers need to think beyond just the artist when making an offer. He pointed out that while smaller artists might be able to get by with less, booking an established independent act comes with logistical requirements.

Fan Engagement Through Investment

One of the more unique aspects of LaRussell’s business model is the direct investment opportunities he offers to his fans. He detailed two options that allow fans to be more involved in his music beyond simply buying albums or attending shows. The first, the Gold Card Membership, gives fans lifetime access to his concerts and events. "If you see me in New York and you're a Gold Card member, you can email us, and we'll verify and send you tickets," he explained. The membership also includes access to a “split list,” where fans may randomly receive royalty splits from his catalog.

The second, LaRussell stock, offers fans the chance to purchase a percentage of royalties from his songs. Unlike typical fan interactions where people simply consume the music, this allows for financial participation in the success of his work. "It’s a one-time payment for me, in exchange for perpetual revenue," LaRussell explained. If a fan holds a percentage of a song and it becomes a hit later, they continue earning from it. "In 10 years, if the song goes viral on TikTok randomly and does 10 million streams, you're going to make money off of that," he added.

These innovative investment strategies reflect LaRussell’s broader approach to the music industry—one that prioritizes direct engagement with fans and creates opportunities for them to share in his success. It’s a model that diverges from traditional industry practices, where record labels and middlemen often hold the majority of financial control.

Blueprint for Independent Artists

Throughout the episode, LaRussell shared advice for aspiring independent artists, offering a clear strategy for those looking to build their careers. His blueprint centers around three core components: creating content, testing that content with audiences, and running ads behind what resonates. “Make great music and run ads behind the pieces that move,” he advised.

He emphasized the importance of generating a large volume of content, even if it doesn't all perform equally well. "Make 15 songs, pick five that you feel really good about, and push those,” he said. By continuously creating and experimenting with different content formats, artists can find what works with their audience. He also highlighted the role of visual content, advising artists to make music videos, acoustic sessions, and even behind-the-scenes clips to keep their fans engaged. “You never know what type of content will connect with people,” LaRussell explained. “The clip of me with the child who has autism brought me a whole new fan base.”

This method of using content to build momentum, supported by advertising, is a key part of his strategy. LaRussell recommended running conversion ads—ads that link to music streaming platforms—and testing different audience targets. He shared his own approach, noting that he starts with around $50 to $100 a day on ads and increases the budget if the song starts gaining traction.

Frustration with Traditional Music Industry Models

LaRussell also spoke candidly about his frustrations with traditional music industry practices, particularly the lengthy rollout processes and dependence on playlists. Rollouts, the industry-standard practice of delaying releases to build marketing momentum, are often required by major labels. But for independent artists, LaRussell argued, they can be limiting. “I hate rollouts,” he said. “Why wait six to eight weeks for someone else to decide if my song should be heard?”

Similarly, he expressed dissatisfaction with the focus on getting placed on playlists, which many see as a critical path to success on streaming platforms. LaRussell questioned the idea that artists need to rely on playlists, especially when the process of being selected can be influenced by external factors, such as label influence or pre-existing popularity. “We make the moments,” he said, encouraging other artists to take control of their own release schedules and audience engagement.

Photo Credit: GoodCompenny Youtube Channel