LaRussell Built His Empire Brick by Brick

This week on the New Music Business podcast, Ari sits down with Bay Area rapper, LaRussell. Known for his backyard shows, revolutionary ticketing and release practices, and motivational freestyling, LaRussell has become a blueprint for modern DIY artistry. His business, Good Compenny, is a multi-media brand that puts on shows, sells merch, and empowers independent artists.

In this episode, Ari and LaRussell discuss when and why it’s important to stay independent as an artist. LaRussell tells Ari how he continues to find joy in making music, even after releasing over 700 songs. He also breaks down his offer-based ticketing model—a game-changing approach that could change the entire live concert industry. Tune in to hear LaRussell’s secrets to community-building, his artistic approach to social media, and loads of inspiration heading into 2026.

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06:20 – LaRussell explains “out the trunk” direct bookings
08:10 – Origin of the backyard concerts
12:21 – Full backyard experience (hospitality, free food, bounce house)
16:45 – How offer-based ticketing works (“What is this worth to you?”)
18:23 – His $1,000 birthday show that made $250K
20:12 – Full breakdown of all revenue streams
27:02 – Why he stays independent + label philosophy
43:48 – What “Good Compenny” really is (a community)
54:38 – Spending $120K on ads to make $800K back
01:02:01 – Full-circle moment: how the book changed his life

Edited and mixed by Peter Schrupp
Music by Brassroots District
Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com