You Can Be Signed and Still Be Independent, LaRussell Says. He’s Also Been Talking with Roc Nation

On a late night edition of Earn Your Leisure's Wednesday livestream show Blackout, co-hosts Rashad Bilal and Ian Dunlap welcomed a surprise guest to the conversation: Vallejo artist and entrepreneur LaRussell. The rapper joined the show with the same clarity and directness that has made him a noted voice in conversations about music ownership and independent business models.

LaRussell focused on structure and strategy. Through a measured conversation, he spoke on authenticity, ownership, and what it means to be independent in an industry still shaped by traditional label frameworks.

"I would rather you know ME than just know a song"

When Rashad asked how his career has grown since his last EYL appearance, LaRussell didn’t focus on chart placements or streaming numbers. Instead, he emphasized the importance of brand identity. He described his music as one part of a larger business structure, saying, "I'd rather you know me than just know a song."

While many artists center their public image around hit records, LaRussell said he has aimed to build recognition around his name and philosophy. "Everyone would tell you a different song if they even know a song, but they know LaRussell," he said. He compared his approach to the way consumers recognize Nike as a brand, regardless of product lines.

Ian asked how he stays original in a space where imitation is often rewarded. LaRussell said authenticity has been his main resource since the beginning. "The only thing you can lean on is your authenticity," he said.

Owning the Game Without Owning a Label

LaRussell also shared that he is in ongoing conversations with Roc Nation. He explained that the energy around those talks has shifted since the last time they were in contact. "I got to meet the new team. Emory and them got deep respect for what I do," he said.

He pushed back on the idea that signing to a label automatically means giving up independence. "Having a label doesn’t mean you’re not independent," LaRussell said. Citing Nipsey Hussle as a reference, he framed independence more as a mindset and operating model than a legal status.

That approach reframes how many up-and-coming artists view signing. Instead of treating a deal as the final step, LaRussell positioned it as one option within a broader plan, as long as the artist retains agency and clarity on their terms.

5 Ways to Get Rich in a Business That Doesn’t Want You To

Ian asked LaRussell to break down his blueprint for building wealth in an industry that often limits artist ownership. In response, he shared five focus areas:

1. Diversified Product: Beyond traditional merch, LaRussell sells items like basketballs, microphones, journals and jackets.

   
   

2. Membership Models: His Gold Card membership gives buyers lifetime access to shows.

   
   

3. Ownership of Masters: He described each song as 100 potential revenue streams, emphasizing the value of controlling publishing.

   
   

4. Direct Touring: LaRussell has built his live performance strategy on accessibility, allowing fans to book him directly.

   
   

5. Brand Monetization: Fans can invest directly into his catalog and career, bypassing traditional gatekeepers.

   
   

LaRussell said his team paid out over $250,000 in royalties to shareholders and collaborators last year. He also warned fans to avoid offers from artists or platforms selling fractional ownership without transparency. "If you can't invest directly with the artist, it's not real," he said.