Making it as an independent artist has never been easy. Between managing time, energy, and organization, earning enough can feel like a mountain to climb. Even with fans, there’s no promise they’ll buy your work, especially in music, where streaming becomes the norm. Yet, artists like LaRussell, Chance the Rapper, and Nipsey Hussle have shown that success without a label is indeed possible.
Nipsey Hussle famously charged $100 for physical copies of his Crenshaw mixtape in 2013, challenging the traditional support model. Now, LaRussell follows a similar innovative path. Partnering with EVEN, he’s empowering fans to decide how much to pay for his album, Something’s in the Water. Fans can support him with whatever they afford—even 99 cents counts. By February 6, 2026, he aims to sell 100,000 albums.
Support is not only coming from fans but also from celebrities. Kyrie Irving, during a January 2026 livestream, praised LaRussell for his independent hustle and backed it up by purchasing an album for an impressive $11,000. Irving acknowledged LaRussell’s hard work and expressed confidence in his journey by saying, “I’m putting my money where my mouth is.”
But that’s not all. Iconic rapper Snoop Dogg contributed $2,500, recognizing LaRussell’s talent and grind. LaRussell shared his gratitude on Instagram, stating how Snoop paved the way for his rap career, marking Up In Smoke DVD as his inspiration.
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