Vallejo’s own LaRussell joins Boardroom Talks for a masterclass in independence, ownership, and building a creative empire without a major label.
From the outside, it may seem as if LaRussell is simply running a music company, but, upon closer inspection, you’ll see the 31-year-old Bay Area native is building a new economy. From his childhood home in Vallejo, California, LaRussell Dwayne Thomas has constructed something the music industry has never quite seen before: a fully independent infrastructure that turns fans into investors, transforms backyards into sold-out venues, and proves that artists can thrive without sacrificing ownership or community for commercial success.
His latest move has everyone watching closely. In early January, LaRussell launched an audacious campaign to sell 100,000 copies of his upcoming album Something’s In The Water in 30 days, using a pay-what-you-want model. Within 24 hours, he’d sold 1,000 copies and raised $57,000. Then Dallas Mavericks star Kyrie Irving called into his livestream and dropped $11,001 for a single album. Snoop Dogg paid $2,500. Cedric the Entertainer contributed $1,000. To date, over 14,500 fans have purchased the album directly from the artist, raising more than $68,000. LaRussell used Irving’s donation to pay rent, bills, and buy groceries for members of his Vallejo community.
It’s the latest validation of a model LaRussell has been perfecting since founding GoodCompenny in 2017. Through his independent label and creative collective, he’s released over 41 albums, accumulated more than 100 million streams, and made millions — all while maintaining 100% ownership of his catalog. He’s rejected deals from major labels and turned down major tour opportunities to keep performing in The Pergola, the venue he built in his backyard, where his dad cooks food for attendees and tickets operate on an offer-based system. He sells shares of his catalog directly to fans, allowing them to earn streaming royalties as his music grows. He’s even monetized pickleball games and hangout sessions, proving that every aspect of artistry can generate revenue when you own the relationship with your audience.
February marks a significant moment in LaRussell’s ascent. He announced a deal with Roc Nation, a move many hinted at after photos of LaRussell and Hov hit social media in late January. And, after he was invited by the NFL to perform during Super Bowl weekend, he’s finally gearing up to widely release Something’s In The Water featuring production from Lil Jon. With this new partnership and album, he’s demonstrating that independence isn’t just viable—it’s truly the future. But, more importantly, LaRussell has built something that matters more than a hit record: a blueprint that any artist can follow.
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