Bay Area Rapper LaRussell is Focused on His Business

Black Business Month emphasizes the importance of “paying dues.” Nothing succeeds without effort and time to build trust, which is essential for gaining the confidence of partners, customers, and investors.

Bay Area rapper LaRussell exemplifies this idea perfectly. Much like Vallejo native E-40, LaRussell has garnered a dedicated following outside major labels through his brand, Good Compenny. But he’s gone further by creating revenue streams beyond traditional music sales. Inspired by the mantra, “If you build it, they will come,” LaRussell initially focused on building trust among his fans. This led to support for unconventional business strategies like backyard shows, shared stock in music releases, and lifetime memberships to his concerts. By staying authentic, taking risks, and paying his dues, he has built a successful business from scratch.

LaRussell explains how trust became the cornerstone of his career. “That’s just part of the process,” he says. “You start with one, one turns to two, two to four, and so on. We embraced that process entirely. I’m never focused on winning over people who don’t already like me. I over-deliver to those who do, and they spread the word.” This approach has allowed him to gain fan support for each new venture by first paying his dues. His primary skill? Rapping.

Not only is LaRussell an exceptional rapper, but he’s also immensely productive. According to sources, LaRussell has released between 18 and 33 albums since 2018. His rapid output isn’t just a product of his indie status; it’s intentional. And because he has diversified his income streams, he doesn’t worry about market saturation.

Laughing off any concerns about overdoing it, LaRussell states, “I make good dope. As long as it’s good, people will come to me for it. Some people eat McDonald’s every day because they love it. That’s who I focus on: people who want what I offer.” This consistency and productivity secure fans’ willingness to stream his music and buy into every new product.

For example, LaRussell has successfully monetized experiences entirely detached from music. He says, “We have so many ways to make money from this music stuff; it’s endless. It goes beyond masters, publishing, and live performances.” He has monetized nearly every aspect of being an artist. From playing pickleball with fans to hanging out with them, he’s turned dreams into reality and business opportunities.

Though interviewed for Black Business Month, LaRussell resists categorizing his enterprise as a Black business. “I just see myself as a business. I’m in the business of humanity, doing cool stuff, meeting wonderful people, and making money. I don’t view it through the lens of race. My network is diverse, and we’re building a big business, period.”

This could be exactly the vision John William Templeton and Frederick E. Jordan Sr. had when they founded Black Business Month 20 years ago: to affirm that Black-owned businesses are as innovative and profitable as any other. LaRussell’s success provides a broader narrative for hip-hop artists. Despite any initial doubts about the viability of his ideas, he understands that paying dues is crucial to the process.

“Everything works for me,” LaRussell says. “The only things that don’t work are those I don’t put effort into. Everything else—gold cards, stock, residency shows, offer-based systems, the Proud To Pay model, merch—works. Some things take longer to develop, but everything works. You’ve got to build every day. You never know what will change your plans for the future. I announce shows without revealing the venue until the day approaches, and people still buy tickets because they trust me. They trust LaRussell because I’ve built a trustworthy brand and never led them astray.”