Speaker 1: You here with Lo Russell. You're tuned in. I'm on
Speaker 1: the Bootleg Care Podcast. You know what's going on.
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Speaker 2: is Bootleg. Let's get to the interview. Bootleg Care Podcast
Speaker 2: Special guests here. The Russell's in the building. Ah, we've
Speaker 2: at He needs no introduction. The man who's changing the
Speaker 2: music game. In my opinion, little by little, it's working.
Speaker 2: I just saw Dizzy Wright post something today about how
Speaker 2: he just dropped his project and like two hundred fans
Speaker 2: supported it. I think on the same platform you're using
Speaker 2: even And the crazy thing is is he showed the
Speaker 2: stream equivalent see and that to me, I think is
Speaker 2: like I think it was like in his first day,
Speaker 2: it was like the money he made was like one
Speaker 2: point four million streams worth of money. Right, which is
Speaker 2: crazy because you know, these companies are fun.
Speaker 1: You know, it's a tough topic because they're not fucking everyone.
Speaker 1: Like streaming is an extra revenue.
Speaker 2: But people are treating it like it's the main one.
Speaker 1: Is that fair exactly? And that's the issue. It's like, bro,
Speaker 1: they really created something revolutionary. Like I'm I'm grateful for streaming.
Speaker 1: I get paid monthly off some ship that I typically
Speaker 1: would you feel me, but it's like I get people
Speaker 1: to scribbed. But it's like, man, they were trying to
Speaker 1: do something and they did do something innovative and game changing.
Speaker 1: It's like, we didn't tell all these niggas to give up.
Speaker 1: They made sources of revenue.
Speaker 2: Yeah, we didn't tell you how to stop selling to
Speaker 2: do that collectively randomly.
Speaker 1: It's like, bro, why aren't you selling your fucking music
Speaker 1: because you don't have real fan just like you would
Speaker 1: sell a T shirt or the other product, you should
Speaker 1: be selling your music too.
Speaker 2: You know. I just had to talk with Queen Niger
Speaker 2: who's up here. She's on a major label, and I
Speaker 2: was like, yo, you got like a vinyl, you know,
Speaker 2: tape or anything or She's like, nah, actually should talk
Speaker 2: to the label about that. I'm like, you got like
Speaker 2: real fans, You'll sell a thousand of those.
Speaker 1: Week, real fans, Like what are we doing?
Speaker 2: Like it is crazy though, because like you said, like
Speaker 2: I saw somebody was it. It might have been you,
Speaker 2: or it might have been somebody had just brought up
Speaker 2: the idea of using streaming as a commercial for your
Speaker 2: music and taking it off like Yo, you'll see how
Speaker 2: crazy my alm is for a month, but then it's gone.
Speaker 2: Now you got to go buy it, which is kind
Speaker 2: of like the opposite of what you know, I think
Speaker 2: people will be.
Speaker 1: Yeah, I mean I don't. I don't think you have
Speaker 1: to neglect the market, like leave your shit on streaming,
Speaker 1: but allow people who want to purchase your product to
Speaker 1: purchase it from you too. You feel me like, you
Speaker 1: don't have to. You don't have to like revolt against
Speaker 1: something and take all your shit away because you're stealing
Speaker 1: revenue from yourself. You're not hurting.
Speaker 2: You're stealing from your yeah, because they're not going nowhere. Yeah,
Speaker 2: and also you're hurting your opportunity to be discovered marketing.
Speaker 1: Streaming is a form of marketing. It's like you throw
Speaker 1: all of your ship in a pool and someone may
Speaker 1: pick that ship up to where now. They want to
Speaker 1: spend money with you. They want to go to your shows.
Speaker 1: They want to buy merse, they want to buy whatever
Speaker 1: you got to offer. They want to buy stock, they
Speaker 1: want to buy gold cards. Like you're streaming. Its just
Speaker 1: marketing that you get paid for.
Speaker 2: Right, that's fair. So give me a what's the update
Speaker 2: with you? Man? I haven't seen you since I was
Speaker 2: at your house, which was yeah, it was hot outside.
Speaker 2: I just remember that it was hot as ship.
Speaker 1: That was a great show too.
Speaker 2: It was an amazing show. You had shooter again. Cony
Speaker 2: out there. What was the sixteen year old kid's name
Speaker 2: of Molly? He was?
Speaker 1: He came out.
Speaker 2: Here, Yeah, so far him. His dad came he school.
Speaker 1: Yeah yeah. Shout out to Modesta, necessary man, shout out merced.
Speaker 2: Mer said, Modesta said, God, damn it. No, not the same,
Speaker 2: not the same. Somewhere over there kind of over there.
Speaker 2: They're not too far from each other. They are they
Speaker 2: are they far? Wait no, no wait, modestos like man,
Speaker 2: these little California cities confuse me.
Speaker 1: But no, it was.
Speaker 2: It was a special day, man. It was really dope.
Speaker 2: Your dad was making food, your mom was getting me high.
Speaker 2: I got to check out just like your office and
Speaker 2: your at home studio and how you kind of schedule
Speaker 2: your social media post with your team. It was just
Speaker 2: it was an inspiring situation because everybody I brought with
Speaker 2: me at some point in time are the artist orre
Speaker 2: you know, my producer he was shooting, but he also
Speaker 2: was an artist in uh, a beat maker and engineer.
Speaker 2: So it was just dope for everybody to see. Like,
Speaker 2: there's another way.
Speaker 1: Right that I love the backyard s soulds because you
Speaker 1: get this se so many creatives in motion, not just
Speaker 1: my team, it'd be other niggas filming an interviews and podcasts.
Speaker 1: Just like it's a pool of creativity that you get
Speaker 1: the witness.
Speaker 2: And I think, uh a TV show was there that day,
Speaker 2: one of the big networks or.
Speaker 1: What it was CNN, CNN Yeah, yeah, yeah.
Speaker 2: Yeah, it was dope, man. But what's what So obviously
Speaker 2: you've been killing it. I've been seeing a lot of
Speaker 2: your uh you know since since then, I've watched you
Speaker 2: on a bunch of platforms talking about the movement. But
Speaker 2: what is the latest? What's going on with the Russell Man?
Speaker 1: Uh man? Then so much the cot right, it's a
Speaker 1: ton of ship. The compound is something I'm really excited about.
Speaker 1: We're building like an artist, creative and wellness center. So
Speaker 1: it got to merch the g production facility, editing Bay,
Speaker 1: editing lab. I'm building like a live venue inside of
Speaker 1: a file intimate shows, like a hundred cap low key ship.
Speaker 1: And then we got the content studio that we're moving
Speaker 1: over from our shop. And then our old shot were
Speaker 1: turned into like a creative hub that our network would
Speaker 1: be able to rent and utilize and creative needs. Oh yeah,
Speaker 1: Nigga's just building.
Speaker 2: So people are gonna be able to, like, if they
Speaker 2: want to put music out, if they want to get
Speaker 2: a video done, they could go. You can. Got to
Speaker 2: be one stop shop if I need to get my
Speaker 2: merch ran right.
Speaker 1: It's a one stop shop. But it's not like it's
Speaker 1: for network, Like I'm building infrastructure. So when I find
Speaker 1: artists like Chante's over there, someone new that we're helping cultivate,
Speaker 1: and she's like incredible. So when I find artists that
Speaker 1: I really love, it's just like it's easy to integrate
Speaker 1: them into a system and we start seeing the following
Speaker 1: grow immediately and we just know what to do. So
Speaker 1: we built all the infrastructure so we don't have to
Speaker 1: take someone there there, there, there there to get the result.
Speaker 2: It's crazy because it's I you know, I feel like
Speaker 2: Russ was the og guy who was like telling the
Speaker 2: truth to rappers, but they were like, Russ is a dick, right,
Speaker 2: I feel like your message has been a lot more palatable. Right,
Speaker 2: You've inspired. I'm sure people you don't even know you've
Speaker 2: inspired at.
Speaker 1: This man should be crazy like big Artist.
Speaker 2: I'm talking about superstars. I'm sure because your content is
Speaker 2: being digested.
Speaker 1: Bro, the labels use my blueprint, like if there's there's
Speaker 1: there's not too many officers who don't know who I
Speaker 1: am and what I'm doing and telling their and.
Speaker 2: They all hate on you. Listen, can I be honest
Speaker 2: with you?
Speaker 1: Please?
Speaker 2: All of these industry guys because I bring your name
Speaker 2: up all the time, they are hating on you, right,
Speaker 2: I'm telling you. They all say to say, yeah, but
Speaker 2: but he ain't got like us like I had, like
Speaker 2: what's where's the music? And I'm like, what like this happens? This?
Speaker 2: I promise you that a version of that conversation happened that.
Speaker 2: You know.
Speaker 1: What's crazy too, is like and I'm talking about.
Speaker 2: People people in the city.
Speaker 1: I have to man, I got I know, I got
Speaker 1: tons of songs, and like the the difference is the
Speaker 1: amount of money that you're able to put behind a record.
Speaker 1: Like niggas don't understand. Niggas beyond on label deals and
Speaker 1: then contracts. And I got a million followers and made
Speaker 1: millions of dollars and they haven't. But niggas are talking
Speaker 1: about all you ain't got to hit, Well, you do,
Speaker 1: and you still don't have what I have. You feel
Speaker 1: me like that shit. Don't be making sense of adding ego.
Speaker 1: It's ego. It's because they can't do it, so they
Speaker 1: go resort to that. I had someone I was talking
Speaker 1: to someone from a label and I was telling them, like,
Speaker 1: we're about to scale to this next level. He was like, man,
Speaker 1: I think if you just kind of you, if you
Speaker 1: work on the music side, YadA YadA. And I was
Speaker 1: just like, do you hear the shit that's blowing up?
Speaker 1: There's not one artist right now who can make or
Speaker 1: do that little dance a family business some of these
Speaker 1: songs I've made. It's like, Nigga, do you hear what
Speaker 1: we talk? There's no rap artists who's doing what the
Speaker 1: fuck I'm doing? And you niggas talking about some music
Speaker 1: to me with all the stupid shit we hear blowing up,
Speaker 1: It's like, y'all, y'all are insane. In the whole industry
Speaker 1: is like delusionaling faking it. These niggas don't like these
Speaker 1: songs that's being pushed and that's on the radio and
Speaker 1: that's getting exposed. They don't listen to them in their car.
Speaker 1: They don't listen to them at home, you feel me.
Speaker 1: But everybody's rallying behind this ship and acting like we
Speaker 1: we we Really, it's just weird. And it's because everyone
Speaker 1: has a job, right And that's what I've learned.
Speaker 2: So all of the people were talking about are employed exactly,
Speaker 2: and it is in their best interest to keep their
Speaker 2: conveoyment status put whatever it comes across the conveyor.
Speaker 1: By autonomy this long Like Bro was just saying before
Speaker 1: he walked out, He's like, man, you've been holding out,
Speaker 1: and it's like, I haven't even been holding out. I'm
Speaker 1: just unimpressed.
Speaker 2: That's fair. I mean, I do appreciate the transparency that
Speaker 2: you've provided to a lot of artists because you brought
Speaker 2: up that rock Nation meeting that you had, and I
Speaker 2: had similar meeting with with rock Nation. Didn't get it
Speaker 2: quite as far as you, but with my artists, and
Speaker 2: then I've heard two or three other people say similar shit.
Speaker 2: And when people don't know, you could just take the
Speaker 2: name rock Nation out of it, because I got home
Speaker 2: over there, any label. That's the conversation that's happening.
Speaker 1: Yeah, it is.
Speaker 2: The terms are always against you, Like for the man,
Speaker 2: it's very tough. It's very tough to I've.
Speaker 1: Yet to get a deal from a major that made
Speaker 1: me feel great. I've yet to get an offer from.
Speaker 2: How many offers have you gotten? If you had a
Speaker 2: you know, throw a number out north of north of fifteen,
Speaker 2: north of ten for.
Speaker 1: Sure, I'd say about ten, seven to ten.
Speaker 2: I mean that's that's about all of them.
Speaker 1: Right, Yeah, it's man, and they're they're never impressive. They're
Speaker 1: never impressive. It's like, I don't know, they just don't
Speaker 1: get it. They they lack the ability to understand what's
Speaker 1: coming and what's next or what's happening. And I'm someone
Speaker 1: who they got terms in a contract like man, the
Speaker 1: last contract we got, we was all in the airport
Speaker 1: and we was reading through it, and I was putting
Speaker 1: like t and splash on game. This is what this means.
Speaker 1: This is what this means, and it's a lot shit
Speaker 1: in the contract that's like for a developing artist and shit.
Speaker 1: And it's like, y'all don't even take the time and
Speaker 1: the due diligence to make a contract based on who
Speaker 1: you're doing business with.
Speaker 2: Ye're like, you guys didn't even like this is a
Speaker 2: standard deal that you're going to offer ten other people
Speaker 2: at the very least, let me read something in here
Speaker 2: that makes you think like, oh, they're offering a russell
Speaker 2: a deal.
Speaker 1: Bro. I had a deal that wanted to take I
Speaker 1: think it was sixteen or eighteen percent of my entertainment income.
Speaker 2: And what does that mean? Like, how do they even
Speaker 2: define that.
Speaker 1: All money is from entertainment? So all money is from entertainment,
Speaker 1: which is which is great, but not live show entertainment.
Speaker 1: More so, it's like if you end up doing like
Speaker 1: a war TV, yeah right, anything you're making entertainment. And
Speaker 1: it's like, I've been making money in entertainment way before
Speaker 1: Niggain offered me a deal. So it's like to come
Speaker 1: and tell someone you want a percent of that it's
Speaker 1: just like unjustifiable for what but what you intend to provide. Like,
Speaker 1: I've already broken myself as an artist, and this next
Speaker 1: year is gonna go even crazy. I've been cracking more colds.
Speaker 1: Whereas like, oh, nigga, it's.
Speaker 2: A there's even deals where labels will want a piece
Speaker 2: of if you start a clothing line while you're signed, yep,
Speaker 2: that they can somehow figure out was from the music
Speaker 2: they want a piece of. It just happened to a
Speaker 2: friend of mine who Avenue my Boys got a really
Speaker 2: big clothing line. I mean it's huge. He had signed
Speaker 2: a deal probably twenty twelve, twenty thirteen, and there was
Speaker 2: actually a discussion that he might have to give up
Speaker 2: some of his clothing line.
Speaker 1: Yeah, and I understand some of the terms for an
Speaker 1: artist that you take from nothing, who like no one
Speaker 1: knows this nigga, And all of a sudden.
Speaker 2: Everywhere, those people aren't getting deals.
Speaker 1: Though, I under they're getting three they are are they
Speaker 1: they just getting three? They're getting it. It's an all
Speaker 1: encompassing deal because they're making they're making your brand. But
Speaker 1: to take a nigga who's coming in, who's already selling
Speaker 1: out shows and selling tickets and selling stock and say, oh,
Speaker 1: we want this. It's just like you're fucking insane. You
Speaker 1: don't even have an artist on your roster. That's at
Speaker 1: the level that I'm at. But you want those things.
Speaker 2: So there are situations in which you could see a
Speaker 2: three sixty deal benefiting artist.
Speaker 1: I think a three sixty deal is hyper beneficial if
Speaker 1: you're a businessman, like if you because every artist don't
Speaker 1: have streaming, but some of us. I did half a
Speaker 1: million on my own shows last year, not counting outside performances.
Speaker 1: I do half a million on merch So if you're
Speaker 1: able to leverage those things in exchange for capital outside
Speaker 1: of the streaming, I don't think that's a bad deal.
Speaker 1: I think that's a great If you go partner with
Speaker 1: anyone and you say, hey, I love your business, I
Speaker 1: want to percent I put all this money up, it's
Speaker 1: not a bad thing. That's what every fucking startup company,
Speaker 1: tech company does. I think it's a bad thing when
Speaker 1: it's like when you don't give a nigga the amount
Speaker 1: of funds to actually build it, or the infrastructure and
Speaker 1: resource to actually build it, and you're just gonna take it.
Speaker 2: It's a little it's different it's a little more's a.
Speaker 1: Little off putting. Or if you if it's someone who's
Speaker 1: already established all this shit and you're not giving them
Speaker 1: the means of capital to excel it, but you want
Speaker 1: to take it. It's just like, bro, you got to
Speaker 1: contribute to get out of that shit.
Speaker 2: I heard did you ever see the Lyric Cohen interview
Speaker 2: he explained the three sixty deal. Yeah, so he kind
Speaker 2: of explained it is. If you and I start a
Speaker 2: restaurant together and I'm the investor, and you start taking
Speaker 2: the sauce that's popping and selling it a Walmart, do
Speaker 2: I get a piece of the sauce? And I understood
Speaker 2: it from that an And like you said, like, if
Speaker 2: you're an artist who doesn't have a cult following, doesn't
Speaker 2: have a brand, doesn't really have anything going, maybe a
Speaker 2: little TikTok moment, maybe it is worth it.
Speaker 1: It makes so much sense.
Speaker 2: You're diving into the machine. Yo. You'll get on the
Speaker 2: other side of that deal eventually.
Speaker 1: And that it'll help you recoup faster. It'll help because
Speaker 1: product selles way faster than music, right, so you'll be
Speaker 1: able to recoup and be out your situation some way faster.
Speaker 1: If it aligns like I said, if someone's helping you
Speaker 1: build all those revenues, Like if you don't have a
Speaker 1: merch business going and someone says, oh, I'll help you
Speaker 1: make a million dollars in merch, Yeah, I think they should.
Speaker 1: If you're that shit standard for every nigga that comes
Speaker 1: in this office, you just offer it to them. It's
Speaker 1: like like some of my issues with some of the
Speaker 1: deals I got is like I'll give a proposal, now
Speaker 1: ask what I want, and I'll get the contract back,
Speaker 1: and it's a bunch of shit that we didn't even discuss.
Speaker 1: It's like, you don't you don't just throw something in
Speaker 1: a nigga contract without it's.
Speaker 2: Like a political bill, Like they'd be like, yo, they'd
Speaker 2: be throwing down so much shit into these bills that
Speaker 2: are supposed to be about something else, and you were
Speaker 2: like really readly, like wait, what, we're fucking what right now?
Speaker 2: That's the real shit. It's crazy because I do feel like,
Speaker 2: you know, if there's anybody who can kind of lead
Speaker 2: a real change in renaissance into how this is thought of,
Speaker 2: I think it's you, man, because I've seen I'm seeing it.
Speaker 2: I saw Curtis King post his ship from even what
Speaker 2: is Even?
Speaker 1: So, even as a an all incompassant platform, eventually it's
Speaker 1: going to grow to an artist hub.
Speaker 2: Are you part of it? Yeah, I'll have equity in Okay,
Speaker 2: so you have equity and even Yeah, I've been seeing
Speaker 2: people poster the very first even with Spotify recaps this
Speaker 2: is what I did.
Speaker 1: Hilarious. Yeah, man, even as an all encompassant platform for artists, like,
Speaker 1: we just give artists the ability to monetize and sell
Speaker 1: their music if they don't have their own situations. Some
Speaker 1: some artists don't have a Shopify set up or or
Speaker 1: just want to have a website and all that shit,
Speaker 1: and Even makes it easy for the fans to come
Speaker 1: support and buy your music directly from you.
Speaker 2: What's the plate? So my whole thing with the with
Speaker 2: the third party ship, right is we're so conditioned to
Speaker 2: play music on certain apps. So if I buy an
Speaker 2: album on Even.
Speaker 1: It's set up just like Spotify.
Speaker 2: It's in app stream, so I'll download the Even app
Speaker 2: on my phone.
Speaker 1: Right, it's web based, so it's not eventually get that
Speaker 1: because that's that for as a fan for fan experience purposes, right,
Speaker 1: that's what you want, you want to be able to
Speaker 1: be like, oh cool, I got my Even library of
Speaker 1: all the.
Speaker 2: Ship I've supported.
Speaker 1: Yeah, definitely what I mean. And I believe he built
Speaker 1: a web based based off like data that people were
Speaker 1: still kind of going online for a specific.
Speaker 2: That's kind of the next thing.
Speaker 1: And it's like Even was really built from the dirt
Speaker 1: a year ago. Like I just did the very first
Speaker 1: launch last year when I did a hundred thousand on
Speaker 1: that album. That was the first anybody's heard of it
Speaker 1: in existence, and I campaign the whole proud to pay offer.
Speaker 1: But like, this ship was built from the dirt, and
Speaker 1: in one year we've gotten Omarion's and Dizzy Rights and
Speaker 1: a bunch of major labels are on boarding now, Like
Speaker 1: the majors are going to EVEN so they can run
Speaker 1: their upcoming artists.
Speaker 2: Th're like, because yeah, I was. I feel like if
Speaker 2: I was an upcoming artist, I would want to have
Speaker 2: that option, Like is that when we get worked into
Speaker 2: my deal, We're like, yo, I want to be able
Speaker 2: to you guys might get a cut of this, but
Speaker 2: I want to be able to sell my shit for
Speaker 2: maybe the first.
Speaker 1: Made a lot of artists. When you're going into the
Speaker 1: major system, it's so different because it's very hard to
Speaker 1: sell music that you don't own.
Speaker 2: It is straight up very hard, right, Yo, Can you
Speaker 2: give me some insight on like how influential Nipsy has
Speaker 2: been because Nipsey was kind of the first guy to
Speaker 2: get to pay.
Speaker 1: Pioneer Nipsy is the reason I decided to start doing
Speaker 1: Proud to Pay, and I feel like I revolutionized it
Speaker 1: another tier by doing offer base. So I started with
Speaker 1: Proud to Pay. I was riding my bike and I
Speaker 1: was like thinking about nips hundred dollars album, and I
Speaker 1: was like, man, how can I do this? But in
Speaker 1: a way that's conducive to my people, because I didn't
Speaker 1: know too many niggas who wore pay a huntred for
Speaker 1: an album. So I was like, I'm just gonna let
Speaker 1: niggas pay whatever, because if I make one dollar over zero,
Speaker 1: then I won, right. So I started doing pay what
Speaker 1: you want and I want, and I end up doing
Speaker 1: a live show that was paying what you want and
Speaker 1: I made less than I projected. But I noticed that
Speaker 1: people don't want to pay a certain amount at the
Speaker 1: door because it's hell of people around. So typically some
Speaker 1: niggas would give me a rack a hundred, but you
Speaker 1: don't want to do that at the door with people
Speaker 1: behind you. So I end up creating offer base. When
Speaker 1: I start doing my backyard, I was like, let's start
Speaker 1: doing offer base because I can't. I can't set a
Speaker 1: ticket price on this experience. Like you came to the backyard.
Speaker 1: We had shows with side of there and different people
Speaker 1: come out, So it's like, how can I say this? Man,
Speaker 1: I can't say this a twenty dollars ticket, a five
Speaker 1: I'll tell you thirty dollars. None of that makes sense
Speaker 1: to me. So I'm like, you tell me what you
Speaker 1: think this experience is worth. And all I could do
Speaker 1: is say yes or no for this one? You feel me?
Speaker 2: And was it hard to figure out the back end
Speaker 2: of the offer base thing because I've never seen like
Speaker 2: any website offer something.
Speaker 1: No, it was new with the technology was completely new,
Speaker 1: Like I got with my partner Brima. He created a
Speaker 1: a ticketing site called What's TBA that just sold regular
Speaker 1: tickets and when I came, I was like, man, I
Speaker 1: got this idea. I need to build a tech behind
Speaker 1: it so I could do my shows a certain way.
Speaker 1: And we just started this last year. Like I said,
Speaker 1: I did half a million on what's TVA offer base
Speaker 1: shows last year.
Speaker 2: I think that's the future if you're smart.
Speaker 1: Man, it's the present and going for exactly you, especially
Speaker 1: when you when you have a real live show and
Speaker 1: a real live experience and something like me where you
Speaker 1: get to holler at me and talk to me and
Speaker 1: I'm around, Like when you know what it Eventually it
Speaker 1: gets to the point where people stop offering you look
Speaker 1: like people are just like I know what I'm getting
Speaker 1: and I know what this shit is worth and what
Speaker 1: it means to me.
Speaker 2: Yeah. Like if certain artists who are like a certain
Speaker 2: level end up taking that and running with it, it's.
Speaker 1: Gone clean up, clean up.
Speaker 2: I can think of like a guy like you know,
Speaker 2: I always you always hear a couple of names, Drake, Kendrick,
Speaker 2: Like if they ever decided to go independence clean up,
Speaker 2: it would break the music and clean up. Like if
Speaker 2: Drake decided to be like you know.
Speaker 1: No of the labels are pissing their pins, he would
Speaker 1: break the music industry. Yeah forever.
Speaker 2: Yeah, I mean right now, there's a lot of slow
Speaker 2: work towards.
Speaker 1: But that's they know that, which is why they're okay
Speaker 1: running him had a quarter billion and plug because they
Speaker 1: know they know like he's he's he's responsible for saving
Speaker 1: the industry at a specific time, so they know.
Speaker 2: Ye're like and I think guys like the Weekend, like
Speaker 2: the Weekend's team, his infrastructure that isn't the label, just
Speaker 2: his team is so on point, I'm like, Yo, at
Speaker 2: what point can the label do anyth even write you
Speaker 2: a fucking check?
Speaker 1: That? And that's eventually it gets to that point, And
Speaker 1: I honestly and truly feel like I'm getting to that
Speaker 1: point now, like after this run I'm about to have
Speaker 1: in twenty twenty four, at the point, there's not much
Speaker 1: they could do. But it's even now the offers I
Speaker 1: get is like, y'all gotta you can only run a
Speaker 1: check and what you should want to when you see
Speaker 1: a nigga already got a business completely established and built,
Speaker 1: all you want to do is get a cut because
Speaker 1: you don't have.
Speaker 2: To do I don't have to do anything.
Speaker 1: They don't you and said, oh, you got a piece
Speaker 1: of spot, let me just give you some brand and
Speaker 1: give me a percent, so a win.
Speaker 2: Definitely don't have a pizza spot officially publicly, but maybe soon. Yeah,
Speaker 2: it'll be an int I was like a random You know,
Speaker 2: I do have a nightclub. It's very successful in Scotts.
Speaker 1: Yeah.
Speaker 2: Yeah, shout out to my business partners. That perfect example
Speaker 2: we try to get people to invest. It was it's
Speaker 2: just three of us and everybody who said no within
Speaker 2: the first month were like, hey, can we get in?
Speaker 2: And I'm like, fuck no, right, Like Ryan Cardi B
Speaker 2: And Meek Milling. Everybody's like, yo, right, look if you
Speaker 2: guys still need a second phase of money, I'm like, noah,
Speaker 2: we're good now.
Speaker 1: Like everybody don't see it. Everybody don't see it.
Speaker 2: And that is the main thing I think that you're
Speaker 2: a testament of bro is because these conversations I'm telling
Speaker 2: you about that I've had with people, they don't see it,
Speaker 2: and they don't get it, and they're they're oblivious to
Speaker 2: Like all you gotta do is see it, that's all.
Speaker 2: And people are you know, if you believe in what
Speaker 2: you're doing and you're sure of it, and you got
Speaker 2: good people around you who aren't yes men. Fuck if
Speaker 2: somebody who don't like fu fuck with what some A
Speaker 2: and R things, fuck with some label executive things like make.
Speaker 1: Them see your vision, it'd be tough. It'd be tough, and.
Speaker 2: That's easier said than done, right.
Speaker 1: Man, it's tough to to to stay down because you
Speaker 1: get offered these sums and you want to go. But it, man,
Speaker 1: you really got to stick to like and.
Speaker 2: You gotta have a work as The other thing is
Speaker 2: major label might be for you if you're lazy. Yeah,
Speaker 2: I think the major work ethic is insane.
Speaker 1: I think the majors are necessary because there there are
Speaker 1: some artists that are just insanely talented, but they don't
Speaker 1: have the the care or desire to do all the
Speaker 1: other shit to make sure that to get their hands
Speaker 1: really dirty. I think they're labeled. And that's just even
Speaker 1: for a nigga like me. Like, if we find the
Speaker 1: right label with the right deal, I'm gone because I'm
Speaker 1: already gone. It's like I'm not on a major and
Speaker 1: I'm on every major platform and niggas, it's.
Speaker 2: Got to be the right deal though.
Speaker 1: That's it.
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Speaker 2: let's get back to the interview. You did do a
Speaker 2: one off with Russ, which I thought was awesome. We
Speaker 2: talked about this a bit in the vlog we did
Speaker 2: when I went to your house. For people who don't know,
Speaker 2: who didn't see that vlog, you who did a one
Speaker 2: one deal album with Russ. You were still dropping tons
Speaker 2: and tons and tons because Russ is the most artist
Speaker 2: friendly guy ever and he just wanted to be down,
Speaker 2: you know. But he had gone on his tour and
Speaker 2: he had offered you to come and open on the
Speaker 2: tour and you turned that down. Yeah, most people would
Speaker 2: hear that. I think me and Hovan talked about it
Speaker 2: when it happened. God rest havain, so rest of peace
Speaker 2: for my brother. Most people would love to go on
Speaker 2: a tour with Russ and open up because he's doing
Speaker 2: like Arenas and like amphitheaters and stuff at that moment.
Speaker 2: Because this was two three years ago one so yeah,
Speaker 2: so this was two years ago. Yeah, this was the
Speaker 2: shape the snow globe. Yeah, most people would jump at
Speaker 2: that opportunity. I know why you didn't do it. I
Speaker 2: kind of want you to explain, because you've built so
Speaker 2: much since then, but I want you to explain why
Speaker 2: you passed on that opportunity.
Speaker 1: Man, it would have took me away from home, and
Speaker 1: I was building something I really really really believed in
Speaker 1: at home, and I knew that, yeah, you know, and
Speaker 1: I knew the opportunity to go on tour would circle back,
Speaker 1: and I didn't. I didn't. I didn't really want to
Speaker 1: go on tour and get a salary like I could
Speaker 1: go do shows and make my own paper. So I
Speaker 1: really just wanted to stay home and build. And I
Speaker 1: end up building the backyard residency in the perglet, and
Speaker 1: that shit ended up making me, I mean ten x
Speaker 1: what I would have generated on that tour and new fans,
Speaker 1: new meeting, new everything, you feel me. So I'm happy
Speaker 1: I stayed home.
Speaker 2: It was because you would have got new fans that way,
Speaker 2: but you, I don't know if you would have gotten
Speaker 2: the amount of like super engaged fans that you got
Speaker 2: by just doing.
Speaker 1: And the cultural like it's just the backyard is different,
Speaker 1: you know, like the backyard is different than what what
Speaker 1: I'm doing in terms of culture, Like you go on
Speaker 1: my comments and you see the buster rhymes and the
Speaker 1: ogs in there because they know what's so like, we
Speaker 1: ain't seeing hip hop look like this in a minut
Speaker 1: in it.
Speaker 2: And I think one of the last times you might
Speaker 2: as all look like this probably was in your area.
Speaker 2: I feel like where I think of Independence Show, I
Speaker 2: think of Texas, I think of no Limit, and I
Speaker 2: think of the bay out the trunk. You know what
Speaker 2: I'm saying. For sure? Uh is your house because this
Speaker 2: is your your family's house, This is the house that
Speaker 2: you know, you grew up in. At what point in
Speaker 2: time does your fame does your home become inhabitable because
Speaker 2: of how popular you are? Because for people who don't
Speaker 2: know your house is in it's in a normal neighborhood.
Speaker 2: There's no like crazy, there's no security, there's right, it's
Speaker 2: just your house. This is a normal house that you
Speaker 2: grew up in Leo, California. There's a stage in the
Speaker 2: backyard there. I mean, your parents are there. You got
Speaker 2: to get to a point where is it you're gonna
Speaker 2: end up moving out of the house, or getting the
Speaker 2: parents out of there, renting it out, or has it
Speaker 2: not gotten there yet I doubt.
Speaker 1: I mean, we don't know how big is gonna be.
Speaker 1: Drake hasn't come to the backyard just yet, you know
Speaker 1: when Drake. And but as of right now, as of
Speaker 1: right now, no, we good man, my house is protected.
Speaker 1: And it's like, I'm really from where I'm from, Like
Speaker 1: this is my home. I walk every day around the
Speaker 1: block and everybody like, I'm from there. I hooped there,
Speaker 1: I play tennis my daughter, like I'm I'm home.
Speaker 2: No, I know, I get it. I get it. But
Speaker 2: like again, if once you get to a certain point,
Speaker 2: you're just gonna have random people finding the band being like, yo,
Speaker 2: let's go drive by the Russell's house and yeah. Yeah.
Speaker 1: We had a nigga come in from Buffalo and it
Speaker 1: was his first time ever being on the plane and
Speaker 1: he was like, man, I just had to come see
Speaker 1: it and see if it was real. So yeah, it's like,
Speaker 1: did he knock on the door. No, he just kind
Speaker 1: of jove passed and said, I think he ended up
Speaker 1: messaging us because he had brought like some merchs. And
Speaker 1: I went outside and I hollered at him, and I
Speaker 1: was like, man, this isn't okay, But I fuck with
Speaker 1: you when I see I get it. I understand, Like, man,
Speaker 1: I'm a human, and I know how I feel to
Speaker 1: have somebody that really changed your life. Like this man
Speaker 1: was in his thirties and it was his first time
Speaker 1: ever getting on a flight because he was like, I
Speaker 1: have to.
Speaker 2: That's a crazy flight, Buffalo, that's it. There's no direct flight.
Speaker 2: You don't no direct flight. You had a layover.
Speaker 1: You feel me? So I understand that that energy. And
Speaker 1: when I was growing up in a v I never
Speaker 1: seen nobody famous, Like, I never seen anyone who made
Speaker 1: it where I was like, I get to witness you know,
Speaker 1: I didn't. I didn't get that experience. So when I
Speaker 1: be mobbing around, I'm outside like I get it.
Speaker 2: I understand crocs endorsement happened.
Speaker 1: Yet it's on the way.
Speaker 2: They got it.
Speaker 1: Man, it's on the way.
Speaker 2: Are you still hanging under Android you are? Huh?
Speaker 1: Come on, man, it's on the way.
Speaker 2: It's on the way, yo. And Samsung fucking take care
Speaker 2: of this guy, right, he's got the green bubbles all day,
Speaker 2: right real. So I wanted to ask you because I'd
Speaker 2: love to see a couple of things. One, I think
Speaker 2: we have a mutual friend who I talked to today
Speaker 2: is one of my friends and music industry Simba, who
Speaker 2: I love dearly, and you know he's he's in the
Speaker 2: major label machine, you know as he is. So I
Speaker 2: don't know how easy or hard or difficult it is
Speaker 2: for you guys to drop a real project together, but
Speaker 2: I've heard that being floated around. I feel like when
Speaker 2: I think about the two guys, not just in the bay,
Speaker 2: I'm talking about this music period where I'm just like, man,
Speaker 2: we're in good hands. It's you and him at the
Speaker 2: top of that list. Was that something you guys have
Speaker 2: talked about?
Speaker 1: Is that something that not really uh not really, we
Speaker 1: don't need me and Simba, Like hell of a Feeling
Speaker 1: is like our first song together. Like we worked on
Speaker 1: some shit prior, but it wasn't nothing. We both loved.
Speaker 1: Hell of a Feeling was our first track together. We
Speaker 1: never really anytime we link, we don't do music like
Speaker 1: we really hang and chop it up where he'll come
Speaker 1: to the backyard and we rap, like, man, that's the
Speaker 1: dope thing about Like ro I fuck with Nigga. You
Speaker 1: gotta be human with me, Like, like Coney is one
Speaker 1: of my best friends, and it's like we come. We
Speaker 1: don't even do music to get We just wrapped and
Speaker 1: hang and chill and talk about life.
Speaker 2: I think Simba two has got an understanding of a
Speaker 2: lot of things out like that at a high level
Speaker 2: that most artists don't in terms of like branding, in
Speaker 2: terms of like how he speaks, in terms of like
Speaker 2: when he goes on platforms. I think he sometimes he'll
Speaker 2: approach an interview like it's an album.
Speaker 1: Yeah, Simba, Simba's simbas uh smarter than a lot of
Speaker 1: a lot of the niggas in the game. Like he's
Speaker 1: just more strategic and calculated. He understands, what.
Speaker 2: About you doing an album nothing but Pilo Beats.
Speaker 1: It's coming, Well, be talking about that for the past
Speaker 1: two years, So yeah, that's that has.
Speaker 2: To happen, right because dog listen you you you over
Speaker 2: just Pelo Beats for a whole project.
Speaker 1: Right and then be a moment too, for the for
Speaker 1: the for the home team, man, And that.
Speaker 2: Will shut up some of the the you know, the
Speaker 2: Bay Area gatekeepers.
Speaker 1: Against I won't even shout him. There's nothing that could
Speaker 1: shut them up. It's like I made baggage claim and
Speaker 1: the whole world that shit was going viral for months,
Speaker 1: tens twenty like that, nothing to shut them up? You know,
Speaker 1: that just doesn't happen. I've reached a million followers independently
Speaker 1: and I've never bought a follower. There is nothing that
Speaker 1: could shut these people up because they don't know nothing.
Speaker 1: I don't buy streams everything. I have organic, authentic growth.
Speaker 2: Are you still so for people who don't know, who
Speaker 2: maybe are just heard of you watching this, you have
Speaker 2: a situation with your albums where well, one what I
Speaker 2: love that you do is you take care of your team.
Speaker 2: So if someone shoots a video, if you do a
Speaker 2: full project with you know, your producer, you're cutting the
Speaker 2: team in the on the on the equity on the album. Right,
Speaker 2: are you still doing that in terms of like fans
Speaker 2: being able to say, man, I want to get.
Speaker 1: A cut sell stock every month and is that stock?
Speaker 2: Walk me behind the business behind that? Because for people
Speaker 2: who don't know, there's a there is a platform that's
Speaker 2: called distro kid right where you're able to upload your music,
Speaker 2: uh and then split the music, which is an easy
Speaker 2: way for you to pay Featured artists, writers, producers, management, whatever, Right,
Speaker 2: so are you distributing the stock it gets purchased and
Speaker 2: then do you go in on is a distro kid?
Speaker 1: I don't use distro kid anymore. Like the technical capability
Speaker 1: wasn't there for the level that I was doing it at.
Speaker 1: So I currently use a command shift and video and
Speaker 1: I just started I heard a video. I just started
Speaker 1: rocking with two loss as well there back in.
Speaker 2: Yeah I heard video is dope.
Speaker 1: Yeah, video is great. Command shift is great.
Speaker 2: And these are distroal companies that are similar to like
Speaker 2: tone Cord.
Speaker 1: These are distribution companies and.
Speaker 2: They have the same type of technology but at a
Speaker 2: larger scale.
Speaker 1: Man, that that been my thing, Like, man, there's other
Speaker 1: dealings that we were trying to do, but it didn't
Speaker 1: align because they didn't have a split system. And to me,
Speaker 1: it's like, if I can't split the money and control
Speaker 1: my own backing in to see where my shit going
Speaker 1: and when I want to pay somebody, that's a red flag.
Speaker 1: It just doesn't.
Speaker 2: It's also if you don't have the split system set
Speaker 2: up and you're a distro company, I mean how I
Speaker 2: mean Tunecore had to do it.
Speaker 1: Right eventually, right, Tone Core didn't do it for a lot.
Speaker 2: They didn't do it for a long time.
Speaker 1: They had to do it understood.
Speaker 2: That's like, well shit, I mean because they changed the game.
Speaker 1: But you're a destroying you don't have one. You're encouraging
Speaker 1: people to steal money from other collaborators and artists.
Speaker 2: Yeah, because you might not even want to do it
Speaker 2: on purpose, especially because there's different angles of that. But
Speaker 2: let's say you're an artist, just the idea of like
Speaker 2: maybe you have management that's supposed to handle the splits,
Speaker 2: and you know, it's just things get lost in the
Speaker 2: win if you could just set up the splits and
Speaker 2: it's just locked in.
Speaker 1: Man, I just started using two losses Portal recently, and
Speaker 1: I gotta go higher at them because they got it
Speaker 1: set up to where you submit the release then you
Speaker 1: enter the split, and I'm just gonna tell them the
Speaker 1: same thing, like you're going to encourage people to be
Speaker 1: able to monetize their art before they start paying their collaborators,
Speaker 1: Like you're not you shouldn't be able to submit the
Speaker 1: release until everybody is kind of.
Speaker 2: And because not not you, not me, but a lot
Speaker 2: of artists, a lot of people. It's like human nature
Speaker 2: that like, once you see that money come in, you're.
Speaker 1: Like, well, it's tough.
Speaker 2: But but what I'm saying is like, if you've just
Speaker 2: set up the switch from the jump and whatever money
Speaker 2: you're getting is the money all you need to exactly,
Speaker 2: and then you're like, cool, you know what I mean.
Speaker 2: But if you get the whole pie, and you're like, man,
Speaker 2: you know, some people are hard trying to be a
Speaker 2: little a little cheaper, right right.
Speaker 1: Naturally, that's a human thing.
Speaker 2: You don't do necessarily touring. You do shows, yeah I do.
Speaker 2: Sometimes you'll just pop up and be like I have
Speaker 2: showed it in too.
Speaker 1: So that's what special about this year coming up because
Speaker 1: I'm doing touring in a non traditional way. I'm doing
Speaker 1: residencies in different cities. So during the you know, spring
Speaker 1: and winter, we're gonna be in venues, and then when
Speaker 1: the summer come, I'm finding different backyards in each of
Speaker 1: these cities where we could do our things.
Speaker 2: Still, any La LA is on the list when you're
Speaker 2: gonna do a residency in the city, how many shows
Speaker 2: in the year, how many shows per city. Let's say, La,
Speaker 2: what do we do four or five? Three?
Speaker 1: Yeah?
Speaker 2: Like six, six? Okay, you just need to find a spot. Yep,
Speaker 2: this is the way people fuck. I mean, like shot promoters,
Speaker 2: But why would you pay a promoter if you could
Speaker 2: promote yourself, just rent the venue.
Speaker 1: Because a lot of niggas can't promote themselves, and a
Speaker 1: lot of niggas don't even promote their own shows.
Speaker 2: This is true. They're really worried about social media aesthetic.
Speaker 1: Right, they don't want to look a certain way.
Speaker 2: Hey, bro, that is the biggest pet peeve I have
Speaker 2: with artists when they're so worried about the aesthetic of
Speaker 2: how their page looks that they won't even promote their
Speaker 2: own ship.
Speaker 1: Right. That happens, and it just kind of it is like, Bro,
Speaker 1: you probably don't love what you made. Like if you
Speaker 1: don't want to tell people, hey, I made this ship,
Speaker 1: you probably don't really enjoy what you made.
Speaker 2: You've you a great team. You guys have come up
Speaker 2: with a system in terms of the way you will
Speaker 2: repurpose content, Like if you go do an interview, if
Speaker 2: you go, you know, this will be repurposed to do.
Speaker 1: Hey, you see yours for the next six seven months.
Speaker 2: Whether it's a freestyle or you know, you guys shoot
Speaker 2: a backyard performance that ends up, you know, living on
Speaker 2: your ig on YouTube shorts whatever. But you you guys
Speaker 2: have a real uh on purpose method of how you
Speaker 2: schedule your post every day, what kind of post it is,
Speaker 2: what time of day you post. Break that down, because
Speaker 2: I think if people saw the way you run your content,
Speaker 2: it's very inspiring. And I think you just don't have
Speaker 2: to be late, like if you're not lazy, Like there's
Speaker 2: like you just got to keep on throwing shots into
Speaker 2: the algorithm, right like.
Speaker 1: Man, we're just curating a channel. So I remember when
Speaker 1: we first started, I had a bunch of live sessions
Speaker 1: already because we used to do the Good Company live sessions,
Speaker 1: so I was posting hell of those. And then I
Speaker 1: started doing interviews, so I'm like, all right, now we
Speaker 1: need to integrate interviews. And then we started doing shows,
Speaker 1: and let's let's integrate show footage and then like now
Speaker 1: we'll have like real life moments like I'm just hooping,
Speaker 1: like the other day I shot the ball from the roof,
Speaker 1: and it's like, okay, that's integrate those four different types
Speaker 1: of contents so you can see me four times a
Speaker 1: day in a different way, so you're able to become
Speaker 1: a fan in a different facet and you know, posted
Speaker 1: every few hours. It's just like if you have it.
Speaker 1: And we toned it back like we usually have so much,
Speaker 1: and me and Tieta sat and I was like, all
Speaker 1: right now, let's let's let's hone it down. Let's only
Speaker 1: post the pieces that were like, man, this just made people.
Speaker 1: And then we got to that point and it was like, okay,
Speaker 1: now let's lock it down even more. Only poster one that.
Speaker 2: We look at each other because at a certain point
Speaker 2: in time, was it four or five times a day? Yeah?
Speaker 2: Like six five r six, Because I do think like
Speaker 2: there's a couple of things like like everyone will have
Speaker 2: an excuse why they don't have content to shoot and
Speaker 2: and I don't. I don't buy it anymore because I
Speaker 2: got homies who are making six figures in their life
Speaker 2: off of their phone, off of whatever app. But you
Speaker 2: do have you do have a team. You have to
Speaker 2: you up to you. You have a team at this point.
Speaker 2: But it wasn't always like that, right, But for you,
Speaker 2: what is like the practical solution for an artist who
Speaker 2: has two thousand monthly listeners, who just is putting out
Speaker 2: records trying to follow you know, I think a lot
Speaker 2: of artists will see the path you take. The path
Speaker 2: Russ takes the path that a lot of artists take
Speaker 2: in terms of throwing up shots. Throwing up shots and
Speaker 2: they kind of feel like they're it's just not working
Speaker 2: at a certain point in time. The music has to
Speaker 2: be good, right, People have to buy into you at
Speaker 2: a certain point in time, and there has to be that.
Speaker 1: That'd be my thing with the industry when niggas be
Speaker 1: talking about all they hitting the music, because I'm like,
Speaker 1: you think I got to a million followers organically if
Speaker 1: I don't have, you think these niggas come to my
Speaker 1: backyard so every single time and singing every lyric without
Speaker 1: the mew. They don't know the livercs to your artists song.
Speaker 2: Right, we don't know what the fuck he's saying, But
Speaker 2: I was gonna say the practicality of like that struggling
Speaker 2: up and coming artists who when they think of content,
Speaker 2: it breaks their brain and they think of like because
Speaker 2: a lot of people you have to be good at Instagram.
Speaker 2: You have to be good at like like for whatever reason.
Speaker 2: Like people can respect it or not respect it. It's
Speaker 2: a talent to like really understand how to cut up
Speaker 2: a piece of content how to know.
Speaker 1: For some there's so many different routes you could take though.
Speaker 1: I was telling te the other day, I love Boozy
Speaker 1: and Little Duval and like Charleston White because they don't
Speaker 1: do content in a traditional way. It's just them being themselves.
Speaker 1: Gilly is one of those where he has content, but
Speaker 1: he's also a lot of his supposed to just him.
Speaker 2: It's just him pulling his phone out screaming about the
Speaker 2: Eagles in front of a TV.
Speaker 1: If you don't have the ethic to figure it out,
Speaker 1: it's just not for you. Just keep making excusers and
Speaker 1: complaining and it's just not for you.
Speaker 2: Man.
Speaker 1: There's so many you can go. Shoot visualizers. We've had
Speaker 1: visualizers go viral. A visualizer is like a music video
Speaker 1: but short form. Basically, I'll write out a whole music
Speaker 1: video treatment and I just picked one scene and be like,
Speaker 1: all right, let's shoot this and put the song on it.
Speaker 1: That shit. Cali Berden went viral a few times out
Speaker 1: standing doing numbers.
Speaker 2: Have you seen this guy, Anie? Yeah, Yeah, he's so
Speaker 2: good at I mean, I've seen him promote the same
Speaker 2: song for like over a year in different ways. He
Speaker 2: might be sitting at a tennis court singing a song.
Speaker 2: He might be on the bro.
Speaker 1: If you take one song and you do a live
Speaker 1: a live performance, one with your instrumental, one with a guitarist,
Speaker 1: one with a pianist, you got three different piece of
Speaker 1: content and one might go. Then you can start doing
Speaker 1: specialty shit. Go outside and record your shit, do it live.
Speaker 1: Like It's just so many things you could do for
Speaker 1: a neigga to be like, I don't know what to do.
Speaker 1: It's like you're not trying.
Speaker 2: You're not trying, and you're scared it's not gonna work
Speaker 2: that too. People are scared, Well, what happens if I
Speaker 2: throw something? It makes me look crazy because because social
Speaker 2: media is transparency, So if you throw something up and
Speaker 2: it don't do well, people will see and your insecurities,
Speaker 2: your insecurities will prevent you from from getting over that hump.
Speaker 2: You gotta do it.
Speaker 1: Failure is data. Yeah, you're not gonna make every single
Speaker 1: shot you take.
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Speaker 2: always tell people too, you can upload new reels like
Speaker 2: you could re upload reels but not have it on
Speaker 2: your feed. Just throw it back into the system, right
Speaker 2: so it pops up. So music wise, we know what
Speaker 2: you're doing in the new year. I mean you're always
Speaker 2: working on new albums. They're coming out all the time.
Speaker 2: What's what's what's what's coming next?
Speaker 1: Man? We got a project with Link up coming I'm
Speaker 1: finna drop before the year closed. That'll be album number thirty.
Speaker 1: And then I just did some incredible songs with this
Speaker 1: producer named Mike g Okay from Chicago. That shit coming,
Speaker 1: I got shit with dot. I'm always making music like that.
Speaker 1: That's my passion. I love to make music, So I
Speaker 1: don't think I'm ever not gonna be dropping.
Speaker 2: Would you ever sell your catalog like people are selling
Speaker 2: the catalogs?
Speaker 1: I wouldn't.
Speaker 2: It's a thing you know, people are getting back.
Speaker 1: Yeah, no, people do. I personally wouldn't.
Speaker 2: Did you ever yourself a piece of it for the
Speaker 2: right price? Nah?
Speaker 1: I licensed it though, but I wouldn't. I wouldn't somebody
Speaker 1: to just build new homes with people like And That's
Speaker 1: been something I've been running into with, like trying to
Speaker 1: do deals with labels or distros because they all want
Speaker 1: your catalog and I'm like, no, I spent years building
Speaker 1: my own shit and marketing and putting my own money.
Speaker 1: You're not getting my catalog, But I will build new
Speaker 1: homes with you. We could do twenty five thirty fifty
Speaker 1: new things. But you're not gonna get all the world
Speaker 1: being the last four years.
Speaker 2: Yeah, yeah, yeah, that's real. So that is something for you.
Speaker 2: It's just a matter of like, if you ever were
Speaker 2: to go down that major label rabbit hole, it's got
Speaker 2: to be the right deal. It's got to be a
Speaker 2: fair I.
Speaker 1: Noticed I don't I wouldn't sell my catalog either, because
Speaker 1: I own my catalog. I noticed a lot of artists
Speaker 1: that do sell their catalog and they publishing they only
Speaker 1: own a slither a portion of it, right, So it's like,
Speaker 1: I mean, yeah, I sell ten percent of something, but
Speaker 1: I own I own myn What do you do?
Speaker 2: Do you do song Trust or where's your pup through?
Speaker 2: Do you do any sort of I do?
Speaker 1: I use Cobot now, but I started with song Trust,
Speaker 1: you know, and everybody could go get a song Trust.
Speaker 1: They were doing my first publishing admin. I'm with as
Speaker 1: Cap and then song Trust in my administration, and I
Speaker 1: end up doing a deal.
Speaker 2: With coboat last year. Oh that's fine, right, and.
Speaker 1: They man, they admitted they shit. I like just going
Speaker 1: into Theay portal and looking at the numbers and how
Speaker 1: far that shit reached.
Speaker 2: It's it's incredible you somehow have broken through a ceiling
Speaker 2: that at times as a barrier artists feels impossible to penetrate.
Speaker 2: Bro It's a new peak in terms of like the
Speaker 2: media you do, the attention you're getting. There's so many
Speaker 2: Bay Area artists that I love that are my friends,
Speaker 2: that we love, the fans, but you know what I mean,
Speaker 2: even La has that ceiling. Maybe it's a little you know,
Speaker 2: la is La, but there always feels like in the
Speaker 2: Bay you know, there's a there's so many dope artists
Speaker 2: that you kind of have to be from like a
Speaker 2: part of the country to know about, you know.
Speaker 1: And and I think it's the level of investment in
Speaker 1: marketing that we're willing to put into our work. I
Speaker 1: haven't met too many artists from the region who does
Speaker 1: content in the way that we do content, or spend
Speaker 1: like what I spend on ads and marketing and on
Speaker 1: seed and like what I spend having a tour and
Speaker 1: invest in building a live show building a venue like
Speaker 1: it's just the lack of infrastructure, Like we all of
Speaker 1: our blueprints is independent, right, and that independence has always
Speaker 1: had some sort of ceiling when it comes to like mainstream,
Speaker 1: we don't get the same media and the same looks.
Speaker 1: Like man, shit, just that you have to really invest,
Speaker 1: like you have to invest the same way major will
Speaker 1: like I spend when I get contracts, their marketing budgets
Speaker 1: already spent that ship. You feel me, It's like you're
Speaker 1: not giving me nothing. I haven't done for myself. But
Speaker 1: a lot of artists who are indie coming up, they're
Speaker 1: not willing to spend that amount or put their money
Speaker 1: where it needs to go. Put them by a belt, right,
Speaker 1: and that's that's all artists not even universal to the region.
Speaker 1: Niggas are buy period.
Speaker 2: It's like.
Speaker 1: Niggas spend on drugs in a month. If you put
Speaker 1: that ship into ads and see that, you'll probably grow.
Speaker 2: To The most frustrating ship is because you know, I
Speaker 2: managed producers and we'll do like you know, for example,
Speaker 2: Cyrus over here recently he did a he he mixed
Speaker 2: and mastered a record right for a friend who remain nameless.
Speaker 2: Now this friend that remain nameless. He's a good friend.
Speaker 2: This guy's flaunce, you know, like he's got you know,
Speaker 2: he's doing really well. But for whatever reason, could not
Speaker 2: square my man up. I won't say how much he
Speaker 2: charged him, but he charged him in an extremely low
Speaker 2: amount because he's a friend. But for whatever reason. And
Speaker 2: to me, this happens with producers, videographers, photographers. It's like
Speaker 2: fam if you could go buy the chunky, ugly Balinciaga shoes,
Speaker 2: you could pay for the beat.
Speaker 1: Brou If you could send in a picture like this
Speaker 1: with the racks, you could break this.
Speaker 2: Break some bread to your videography who helped step your visuals.
Speaker 1: You can breaking niggall who helped not reinvest in your craft.
Speaker 1: But I feel like those things have to be taught.
Speaker 1: My pots was a hustler who invested in his craft
Speaker 1: and taught all cook Man. You feel me like you
Speaker 1: have to be taught those things. A lot of niggas
Speaker 1: get money and they're never taught. That's your first time
Speaker 1: having money. Like if you're an artist from the block
Speaker 1: and you come out nigga, this is your first time
Speaker 1: having paper. That shit changed to it make you feel different.
Speaker 1: You don't have the awareness and information necessary to go
Speaker 1: do all that shit, especially if you end up going
Speaker 1: to a label like Man and some niggas be so
Speaker 1: fucked up because they are signed really early, and then
Speaker 1: once they get out of that label, it's like you
Speaker 1: stuck because you didn't really build any infrastructure and then
Speaker 1: you didn't sit down with the people to get the information.
Speaker 2: So you didn't use your advance in a way that
Speaker 2: could set up something post labeled.
Speaker 1: Right, And it's like it's not an easy thing to do,
Speaker 1: Like you have to know where to bru still to
Speaker 1: this day, Like I just recently found out some new
Speaker 1: shit with the ads and we've been well I.
Speaker 2: Facebook, Instagram, TikTok, TikTok. Yeah, they shout out to take
Speaker 2: You know what's crazy is you're a content creator aspect,
Speaker 2: Like people will frown on Facebook and snap chet because
Speaker 2: they think the ship is out. Bro, they pay better.
Speaker 2: Snapchat pays have a Snapchat show now, or they just
Speaker 2: take our interview clips this guy in the UK and
Speaker 2: uh bro, it pays way better than YouTube. Snapchat who
Speaker 2: I fucking bro, I don't have I haven't had Snapchat
Speaker 2: on my phone in four years.
Speaker 1: Facebook too, they like we're gonna stop paying that. Nigga
Speaker 1: was like, I actively use napjet. But for you are you?
Speaker 2: Are you noticing? So you're noticing because because for a
Speaker 2: while there Bang for your buck wise, Facebook was still great.
Speaker 2: Are you so you're noticing that you could do TikTok ads? Man?
Speaker 1: I think all of them are great in terms of
Speaker 1: ads bang for your buck like, like here, let me
Speaker 1: show you. I look at this ship.
Speaker 2: I like to point out I did shame him. But
Speaker 2: I also have an android. I know I have both.
Speaker 2: I have both. This one has a pen I can
Speaker 2: sign things with.
Speaker 1: Right, what is that twenty three I got sitting on here?
Speaker 1: So look, this is the past seven days right, this
Speaker 1: on TikTok seven hundred thousand views, Wow, four thousand followers,
Speaker 1: seventy and four thousand likes? Right, you hit to promote.
Speaker 1: That's the past seven days. Right, So I'll go to
Speaker 1: the dashboard. Spent forty two hundred. I'm seven hundred thousand years,
Speaker 1: four thousand new followers, right, so four thousand new followers
Speaker 1: off of that's four thousand new followers. I spent four
Speaker 1: grand right out of these four thousand people, if throughout
Speaker 1: the year, I just get them to spend fifty dollars
Speaker 1: with me, I made two hundred k. If you follow
Speaker 1: Larrussell and become a fan, the least you're gonna spend
Speaker 1: with a niggas twenty five So no matter what, I'm paying.
Speaker 2: Money because those new fans are coming in, they're gonna
Speaker 2: say they're gonna break breadwich.
Speaker 1: I could sell a gold car, two gold cars a
Speaker 1: money and I made back my ad spend.
Speaker 2: What is the gold cards that you're talking about?
Speaker 1: Yeah, so gold Cards I launched at the end of
Speaker 1: twenty twenty one and it's basically like the first artist
Speaker 1: membership subscription. If you got a gold car, you can
Speaker 1: come to any Larussell show that I throw for free.
Speaker 2: So you get in how much? How much is a
Speaker 2: gold card like a rack? It's offer base, offer base,
Speaker 2: So in fact, somebody, can you tell us the most you've.
Speaker 1: The most You've got them for gold card fire acts.
Speaker 2: That's great?
Speaker 1: Yeah, yeah, right, And it's like that's a lifetime of shows.
Speaker 1: I'm finna be doing arenas in a year, two years
Speaker 1: coming mad bro niggas who got go cards? Look they
Speaker 1: like I'm out here, you feel me? Like the backyard
Speaker 1: shows I do so many a year gold card members
Speaker 1: get to come for It's like the backyard shows sell out.
Speaker 1: You can't get in if you got a gold card.
Speaker 1: You ain't even got to think about it. When I
Speaker 1: start the LA Residency, any city I'm in, if you
Speaker 1: have one, you in there and you don't have to
Speaker 1: worry about nothing has come with a plus one like bruh,
Speaker 1: I love that And you get random shares and songs
Speaker 1: like I just go through the list sometimes when I
Speaker 1: drop albums and send percentages to just random niggas who
Speaker 1: walk go arts from me.
Speaker 2: Has there been an artist that has reached out to
Speaker 2: you for some advice? That is, somebody who people would
Speaker 2: think you maybe you know, not a peer, somebody who's
Speaker 2: you know. So you've seen a lot of these big,
Speaker 2: big rappers, superstar rappers complaining about their situations like a
Speaker 2: big nail, like a YG like. Has anybody ever reached
Speaker 2: out to you just in the DMS and been like
Speaker 2: man like showing shown you some love or not really.
Speaker 1: Any major not really any major artists has really tapped
Speaker 1: in to be like yo because you assist with this,
Speaker 1: but a lot of the indies coming up tapping in,
Speaker 1: and I mean like yeah, not not really too many
Speaker 1: of the major guys, but some of the people coming
Speaker 1: out of the major system that's having to go back
Speaker 1: in indie and shit like that. Like, man, I feel
Speaker 1: like the major artists are like hyper prideful anyway.
Speaker 2: They are because as there probably very they're probably very paranoid.
Speaker 2: Was in the screenshot a fucking DM and up on
Speaker 2: academics whatever it is? I was gonna ask you, uh
Speaker 2: for you what is if if somebody is wanting to
Speaker 2: get involved on even right, what and what would be
Speaker 2: your advice on how the rollout should go down? Should
Speaker 2: it be DSPs even even at the same time? Do
Speaker 2: you do even first?
Speaker 1: Do you?
Speaker 2: I mean? I know, you know it's not a one
Speaker 2: size fits all, but if based on what.
Speaker 1: You've experientionally, I like to do even first, and I
Speaker 1: like to package my music with perks. Okay, So like
Speaker 1: if you buy albums for I do all off for bade.
Speaker 1: You can pay whatever you want, but I tear it out.
Speaker 1: So if you pay between a certain amount that might
Speaker 1: come with this. If you pay this amount and might
Speaker 1: come with a CD. If you pay this amount might
Speaker 1: come with a vinyl you pay this, it might come
Speaker 1: with a go card, like I like to give people
Speaker 1: an incentive to support me. But yeah, I like to
Speaker 1: go to even first before it even how.
Speaker 2: Long will you have it exclusively? Uneven before the week
Speaker 2: or two weeks? Okay, that's dope. Shout out to uh Yo.
Speaker 2: You know who's doing a great job selling their music
Speaker 2: and treating it like art pieces is do you know
Speaker 2: who Makami is? So he's a guy who dropped. He
Speaker 2: dropped an album. He's like og Buffalo Griselda guy he
Speaker 2: dropped in it. I don't even know if he's from Buffalo,
Speaker 2: but he treats his albums like art pieces.
Speaker 1: Bro.
Speaker 2: So like you have to buy the vinyl but there's
Speaker 2: only like a thousand of them, and like that's it,
Speaker 2: that's it. And and but do some of these vinyls
Speaker 2: go for like that's a wave.
Speaker 1: I'm about to go.
Speaker 2: So Two Chains did a most expensive shit you know
Speaker 2: he does that show and he met with some vinyl
Speaker 2: collectors and this guy pulled out this Makami album. I
Speaker 2: think that was going for like ten grand or something.
Speaker 2: And and it's crazy because you hadn't heard of him,
Speaker 2: and Two Chains hadn't heard of him. And the only
Speaker 2: reason I had heard of him is because he dropped
Speaker 2: the Dope album with Grizel a couple of years ago.
Speaker 2: But then I started to dive into like his business model.
Speaker 2: He doesn't have an Instagram, he only had he has
Speaker 2: a fan page that like he don't run. But it's
Speaker 2: this small community where like the music is so exclusive
Speaker 2: and the vinyls so extravagant. Right, it looks so beautiful
Speaker 2: and it's like it's and he's killing it.
Speaker 1: I fuck with that wave, like I'm about to move
Speaker 1: to that point too, like doing like you know, I
Speaker 1: used to sell microphones After I do a big show,
Speaker 1: I signed a microphone and I auction it off to
Speaker 1: the fans, and I've sold microphones for a crazy amount.
Speaker 1: And I just like giving the fans collectible thing like
Speaker 1: we got Omaha cassette tap collectible things, because I know
Speaker 1: I'm gonna be as big as wherever the fuck is
Speaker 1: the biggest one day. And now they get to make
Speaker 1: paper off some shit that they got for supporting early,
Speaker 1: Like man, when when the stream inside really kick and
Speaker 1: everyone who got percentages and royalties in.
Speaker 2: Our shit, they're gonna be like, oh shit, man, have
Speaker 2: you ever had any chats with a dude named Caskie,
Speaker 2: white Boy rapper, Caski.
Speaker 1: Cast money Caski. Now I haven't.
Speaker 2: He's doing a really good job of building up his
Speaker 2: independent but he's just did the second version of his
Speaker 2: one hundred dollar mixtape and the first time he made
Speaker 2: a hundred grand in the day, you know, and he's
Speaker 2: and he's doing the second one, and.
Speaker 1: Especially if you got a dedicated, die hard following, it's
Speaker 1: like people.
Speaker 2: Want and you're gonna get this super fucking sick. You're
Speaker 2: gonna get it on CD, but you're also gonna get
Speaker 2: like this extravagant. I think the first time he did
Speaker 2: a cool USB but you know, if you're sitting on music,
Speaker 2: his his whole thing is like I don't know where
Speaker 2: these songs are going to go because I record so much,
Speaker 2: but they're on fire. So here's thirty records for one
Speaker 2: hundred dollars. Once they're sold out, they're fucking sold out hard.
Speaker 2: And all of his fans from the first time honored
Speaker 2: not uploading any of them because he's like, yo, people
Speaker 2: could upload him on YouTube if they want, but like,
Speaker 2: I'm asking everybody not to, and they still haven't hit
Speaker 2: the internet. So it's dope man. Well shit, I'm super
Speaker 2: proud of you, bro stope to see everything you're doing YouTube.
Speaker 2: I think you're you know, like I said, Bro, I
Speaker 2: think you're kind of changing. You're changing the game. Bro.
Speaker 1: I feel like you caught me at the same time.
Speaker 1: I caught you going into like that Indie grind right
Speaker 1: and building that phase. And it's been dope to see
Speaker 1: the parallel and you steal you. That's the beautiful part.
Speaker 1: Like I could still text a call four hours ago,
Speaker 1: like I was to do something. I'm like, I was
Speaker 1: so far away. I was like, I'll make it happen.
Speaker 1: Come yeah, So listen, man, go go support everything this
Speaker 1: guy does. There's so many ways they can support you.
Speaker 1: Whichever way you find that works the best for you,
Speaker 1: go do that. If it's streaming, if it's even, if
Speaker 1: it's through a live show, if it whatever works for you,
Speaker 1: do that.
Speaker 2: You real quick. I want you to give some game
Speaker 2: to up and coming producers, because you do work closely
Speaker 2: with certain producers. Topes here is from Portland. What would
Speaker 2: be the game you'd give to a producer who's got
Speaker 2: heat but just doesn't I mean the producer game to
Speaker 2: me is as as an outsider. It was kind of
Speaker 2: an inside It's just a discouraging, right thing. It's almost
Speaker 2: like being a graphic designer or a photographer. It's like
Speaker 2: fuck man, like super underappreciated, you're underpaid. People take advantage
Speaker 2: of you. There's people who chase place. Spencer's the YouTube
Speaker 2: type piecers. But if you were a producer, what would
Speaker 2: be the game you would give a producer to attack
Speaker 2: the music industry from your approach.
Speaker 1: Work horizontally and build something. Don't chase anything. Just work horizontal.
Speaker 1: Find the niggas you loved that's around you, that's in
Speaker 1: your city, and just go bild with them and talk
Speaker 1: about the splits and just get your royalties. Eventually you
Speaker 1: get to a point where you got sixty seventy eighty
Speaker 1: songs all giving you this percentage coming in and you're
Speaker 1: getting your publishing and you don't have to go rely
Speaker 1: on the industry to get you a bag. Or one
Speaker 1: of those artists you work with that you believe in
Speaker 1: is going to blow up and you're gonna benefit from that.
Speaker 1: Whether they take care of you or not. You're gonna
Speaker 1: be arise in tide lifts all boats.
Speaker 2: I mean, if you look at a lot of the
Speaker 2: big name guys. They started with one person with yg
Speaker 2: you know what I'm saying, Like even the Homie six
Speaker 2: with logic, and.
Speaker 1: That's all you gotta do, Like find someone you love
Speaker 1: and just pour rent to them, man Man told Ben Tobin.
Speaker 1: Working since twenty twenty, none of this shit existed. I
Speaker 1: had like three four thousand followers and now a nigga
Speaker 1: at a million, and we go to the world and
Speaker 1: we you feel me like he found something early and
Speaker 1: invested in it, and now he gets ROI on that investment.
Speaker 1: And that's the way to go. You ain't never got
Speaker 1: to chase nothing. Just find the things you love and
Speaker 1: help cultivate it.
Speaker 2: There it is Man L. Russell. We're about to do
Speaker 2: a freestyle. You guys can watch separate YouTube video. Huh,
Speaker 2: everybody make sure you check them in twenty twenty four,
Speaker 2: whatever city. How many different cities have you planned it
Speaker 2: out or do you just kind of we know La
Speaker 2: is one of them. Yeah, we starting quarterly. I got
Speaker 2: a spot in Ezy for you if you do Phoenix,
Speaker 2: I gotta please actually do Phoenix. I got I got
Speaker 2: a venue out there, Yeah, a real dope venue. Shout
Speaker 2: out to Easy way too active. They're a doupe platform
Speaker 2: in Arizona that they got. They built a cool little
Speaker 2: venue and.
Speaker 1: Yeah, man, it's gonna be dope next year too, because
Speaker 1: like like I said, it's just new, like niggas don't
Speaker 1: do residencies no more. And one day I just had
Speaker 1: a thought. I was like, man, back in the days,
Speaker 1: like you want to go see like a Billy Holliday.
Speaker 1: There used to be like a club that you go
Speaker 1: to and she performing there for so many nights, and
Speaker 1: even comedians they go repeat the same comedy club over
Speaker 1: and over. And I'm talking, that's what That's what I want.
Speaker 2: Because you do afternoon shows. Man, I'd be too tired
Speaker 2: and watch Going.
Speaker 1: Home because the grannies. My demographic is different. I got
Speaker 1: grandmothers and children. They not trying to be out at.
Speaker 2: I love like the two three pm show. I'm like, oh,
Speaker 2: this is yeah, this is what I like.
Speaker 1: I think, right, it's new. It'll spoil you because then
Speaker 1: you got to go to another so and it's like.
Speaker 2: There's a concert. I'm like, oh, I really have already
Speaker 2: seen them. I think my friend, right, even if it's
Speaker 2: my friend, how mad will they be if I don't
Speaker 2: go it'd be rough. Like recently I went and saw
Speaker 2: Scissor and I did not regret it. I was like,
Speaker 2: I love Scissor. I was like, you know what, I
Speaker 2: gotta go.
Speaker 1: Well, we gotta build new standards and new norms like
Speaker 1: that doesn't have to be the thing, but we've just
Speaker 1: been so conditioned to do it that way, and I'm
Speaker 1: trying to break all them barriers.
Speaker 2: Boom, my guy, Appreciate you, but Russell, go follow them,
Speaker 2: go support it. Stream the music by a shirt, Bye
Speaker 2: Hoodie SiZ Boom, appreciate you guys watching. Hey, this interview
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Speaker 2: watching