Why LaRussell Spent $30,000 on a Single Song and Would Do It Again

During his recent sit down with the One More Time Podcast, LaRussell offered a wide ranging and transparent look into what it truly means to be an independent artist operating at scale. Early in the interview, he broke down the increasing demands of growth, saying, "The larger you get as an indie, the more you need."

He likened the difference between early and current stages in his career to feeding a Chihuahua versus feeding a bear. When you’re operating at a higher level, everything costs more: time, money, and access. That change in scale shifts every decision from simple to strategic.

The rapper and entrepreneur explained how accessing larger venues becomes difficult without major label backing. While smaller 250 capacity spaces are more accessible, 1,000 cap rooms are often controlled by major players like Live Nation and AEG.

That monopoly on infrastructure forces independent artists to either conform to industry standards or invest heavily to carve their own lane. The gatekeeping makes it harder to scale unless you have either deep resources or established relationships. Even with his growing name, LaRussell emphasized that independence doesn’t necessarily get easier with scale. Instead, it demands more capital, a deeper team, and more intentionality in every decision.

For him, it’s less about glamorizing the indie life and more about being brutally honest about the cost of freedom. That honesty, he believes, is what separates those chasing the dream from those building it.

"Spend Whatever It Takes to Win"

One of the episode’s most quotable moments came when LaRussell was asked about budgeting. His philosophy? “Spend whatever it takes to win.” That mindset has guided some bold marketing moves, including dropping $30,000 in ads behind his song "I Am Musty" with Marshawn Lynch. He split that budget into $5,000 on YouTube and $25,000 on Instagram and Facebook ads.

For LaRussell, spending big isn’t about chasing vanity metrics. It’s about pure awareness. He explained that rather than trying to force people onto streaming platforms, he focuses on making sure the audience experiences the music. “If you like what you see and hear, you'll go do the rest yourself,” he said. It’s a trust in the product and the audience, not just the algorithm.

The investment paid off in indirect ways. That song became a staple in his live shows, frequently requested and recognized. Even though returns weren’t immediate, they were consistent. Booking fees increased, and the awareness led to additional performance and interview opportunities. LaRussell is clear: sometimes you won’t see the return for months, but the long tail matters just as much as the moment.

Building a System That Works

LaRussell’s marketing isn't random. His consistency is powered by a self built scheduling system that many artists would find intimidating. Using tools like Munch and Hootsuite, he breaks down long form content into digestible pieces. Then he builds an Excel calendar segmented by day and hour, filling it with content blocks that range from motivational quotes to visualizers and live performance clips.

That approach gives him full control over both volume and variety. Instead of guessing what to post day by day, LaRussell stays ahead with a curated mix of content that reflects different layers of his personality and message.

This structure allows him to stay present online while also creating space to live offline. He emphasized that every post has intention. Each clip is something that made him feel good or served a purpose. “I’m not just posting to post,” he said. “Every post I put up is something I chose to share. It was something for me.”

Despite scheduling up to seven posts a day, LaRussell doesn’t view this as overkill. Instead, he sees it as a reflection of who he is and the work he believes in. The goal isn’t to saturate timelines but to consistently tell his story in as many creative ways as possible. That discipline has helped him maintain an authentic voice, even as the volume of content grows.

Testing, Learning, and Evolving

The One More Time Podcast gave LaRussell space to speak on his marketing tests as well. One experiment involved posting 100 pieces of content behind one song, a strategic shift from his usual approach of spreading visual assets across multiple tracks. The song in question? His collaboration with Lil Jon.

That decision came after a conversation with Lil Jon himself, who advised him not to move on so quickly. LaRussell took that advice and executed what he called a real time experiment. The results? More streams, more recognition, and a song that fans repeatedly requested.

He knows there isn’t always a perfect formula. Some songs perform well without heavy promo, and others need a push. Still, the takeaway remains: the more you put out, the more people engage. That engagement might not always look like streaming numbers, but it shows up in audience connection and retention.

Beyond Fans: Building a Community

Throughout the episode, LaRussell returned to a key theme: community. He doesn’t just want fans; he wants to build something deeper. “Some artists are only showing their art, which is why they can only build fans,” he said. “I don’t build fans. I build community.”

That mentality extends offline, where LaRussell often gives back in quiet, consistent ways. From handing out ride vouchers at local fairs to taking walks in his neighborhood and helping strangers, he’s working to make real world connections that digital presence can’t fully replicate. And when he does share these moments online, it’s not about bragging. It’s about balance. If artists can show luxury in their visuals, why not show love in their reality?

This people first approach is what makes his movement different. His audience doesn’t just stream his music; they feel part of his journey. That connection has opened doors that traditional metrics might miss. Whether through DMs, local shoutouts, or in person interactions, LaRussell’s impact is felt on a personal level.

The Artist Is the Business

When it comes to balancing roles, LaRussell sees no conflict between artist and CEO. “I’m not just LaRussell the artist. I’m not just LaRussell the businessman. I’m LaRussell.” For him, every business move is also a creative act, and vice versa. Booking shows, curating festivals, releasing merch. It’s all a part of the story he’s trying to tell.

He admitted that some ventures have lost money, including paying out of pocket for legacy acts like Juvenile, Mike Jones, and Webbie to appear at events. Still, he views those moments as long term investments. “One day I’ll be selling 5,000, 6,000 tickets to these events and it will make sense,” he said. That willingness to operate in the red for cultural value underscores how he measures success.

LaRussell also reflected on the deeper value of being hands on. Whether it’s pulling 22 clips from a single interview or editing content himself, he believes that labor is what separates intent from luck. “If a person didn’t want it, they’ll never be able to do this,” he said about spending six hours editing one interview. For him, that time is an investment, not a burden.

Looking Ahead: Culture Over Clout

As the episode wound down, LaRussell shared his plans to continue building his community through more festivals and interactive shows. He’s working on an expanded version of his signature backyard concert, aiming to scale the intimacy of those events into something that can still feel personal, even at a larger size.

The logistics of growth are already in motion. He mentioned being in talks for larger venues while keeping the energy and format true to what made his early events successful. His priority is maintaining the authenticity that brought his audience in, even as he levels up the production.

His shows aren’t just performances. They’re experiences. He’s given out ride passes, stayed late to talk to fans, and found ways to bring joy beyond the stage. In one example, he performed at the Vallejo County Fair, then spent time riding attractions with local kids. These aren’t just marketing moments. They’re cultural ones.

What sets LaRussell apart is how deeply rooted he remains in the intention behind the art. Everything, from posting schedules to ticket sales, is done with purpose. His takeaway is clear: the indie path isn’t for everyone, but for those willing to sacrifice and strategize, it can be powerful.