How LaRussell Is Doing Things His Way With His Backyard Concerts | Billboard Presents

Rapper LaRussell has created a pioneering business model. Creating an offer-based system makes it possible for fans at every income level to enjoy and support the rapper. One hot offering is entry to the shows LaRussell regularly puts on in the backyard of his childhood home in Vallejo, Calif. Billboard joined him there for a show and takes viewers behind-the-scenes to the hottest ticket in town.

LaRussell: I go by LaRussell. This is my home. This is my childhood home that I grew up in. We on year three of backyard shows. Today we got Billboard here, documenting this show and this process. We went from the garage, from the backyard to Billboard.

Tietta: The way that we show up for the community. They make sure that they show up for us. So it works. Most people aren’t as invested in the community as we are. They don’t give back to the community in the same way that we do. It’s harder to get people to buy in. And I think that when people know like I haven’t really given back like that. In fact, I’ve actually taken a lot more than I’ve given, they’re afraid because they know people might not show up how I need them to in order for it to work.

LaRussell: If you gotta get a billion dollars, you could try to go get maximum amount of sums from like the minimum amount of people that have that amount of money. Or you can go get the minimum amount of money from the maximum amount of people. When you choose the latter, you make more relationships throughout. And that’s why the backyard has been able to thrive because the accessibility is wide now.

Tietta: There’s nothing that feels as good as what we do. Seeing the positive impact that you have on your community, on the kids, on your environment, that’s the most fulfilling thing. We have given the entire blueprint out. Like, if you watch the YouTube, you can mimic how to do it.

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